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Becoming a company you’d like to shop with

In an effort to be everything to everyone and to profit we can sometimes do things that can harm our businesses. This is especially true on the web because it’s a newer medium.

Your bottom line is positively affected when you create good user experiences.

For some reason we understand these things suck when we experience them, but we sometimes inflict them on our customers anyway.

1.The haphazard sales pitch: I just want a customer which means I have to appeal to everyone.

The alternative: Instead of trying to reach just anybody, aim to reach somebody.

I used to have a client that had about a 55%-75% click-through rate on email campaigns. His Campaign Monitor stats are what email marketers dream about.

His secret: He wasn’t afraid to scale down.

He avoided the problem where companies entirely miss any audience, because they cast their nets so wide.

Solution:
We created segmented lists of users he hadn’t heard from in over 6 years, 5 years, etc. We also had a segmented list of the most commonly interested users. We removed every user that he hadn’t heard from or that expressed little to no interest in his product in over 24 months.

This action resulted in fewer sent emails, less money spent, targeted click-throughs of interested customers and fewer users who unsubscribed. A happy and culled customer list is a productive and profitable customer list.