Part II: E-mail Marketing for Your Startup

Anatomy of an E-mail Address

Let’s say you are now ready to send personalized incentives, but know nothing about certain people on your list, only their name and e-mail address. They have subscribed, but haven’t been active ever since. No blog comments or page likes. You Google them and nothing shows up. You would think you’re completely in the dark.

Surprising as it may seem, you can often make a good educated guess just looking at the name and e-mail address of a potential customer. Many countries sport a distinct name code that can guide you in tailoring your marketing message.  Be it a generational, ethnic or geographical code, a trivial detail could turn into your golden marketing guidepost.

Take Denmark and its generational names, for example.  If your potential customer is called Åge, Birthe, Flemming, Gudrun, Preben or Bent, you might assume they’re in or around retiring age.  If you plan selling them cutting-edge language acquisition software, you’d fare better choosing a different target group.

Go a generation younger and you’ll encounter Steen, Povl, Jimmi or Nicolai, shopping for expensive collectibles or family vacations in Thailand. If you sell mobile phone games and geeky apps, you might strike a chord with Marius, Helene, Mathias, Emmilie, Anja or Emma – most of them in their twenties.

Be it tribal surnames or first names, typical for an area, there are plenty of signs out there. You might take into account even the most obvious – the domain name.  It can give you a very basic, yet useful idea how tech savvy a user is. Yahoo! tends to attract less tech savvy people. It can also guide you through country suffixes like co.uk or ca. AOL is typical for older, conservative users, and Gmail accounts for high IT awareness.

Once your core message and its future respondents are defined, you are ready to ride the e-mail storm. In the next part we’ll cover some major issues you are likely to come across: how to address unsubscribers, what to avoid when writing your text, why customers prefer less options than more, and how to learn what you are doing wrong when customers won’t tell you.

To be continued…

by Tanya Stoyanova