Last week we discussed a very effective and low-cost marketing tool: drip email campaigns. This device sends a series of pre-written marketing emails to prospective customers, often centering on a specific problem such as what to do if you have been injured in a car accident.

By segmenting the contacts in your database into interest groups, you can send email campaigns that are specifically tuned to the reader’s interest.

What Is Segmenting Your Contact Database?

Market segmentation is the practice of identifying contact groups by common needs. For a legal practice, typical segment groups may be individuals who have been injured in a car accident or those who have been denied Social Security Disability benefits. A medical practice may group those who have chronic heel pain or parents who have children with medical needs.

Segmenting your contacts can allow you to direct marketing communications like drip email campaigns to those who will be interested in that specific service. There are many ways to break up or segment your contacts based upon the information that you have available. Examples include:

• Geographic
• Gender
• Age
• Family size
• Health interests
• Legal interests
• Referral type

Customizing your marketing message to fit the reader can result in big payoffs when it comes to converting potential clients to actual ones.

How to Customize an Email Drip Campaign: An Example

Let’s look at an example of a personal injury attorney campaign about motorcycle accidents. The emails may cover how to handle an insurance company doctor exam; do’s and don’ts following an accident; FAQs; what not to say to an insurance investigator or adjuster; cautions about social media following an accident.

You can determine to whom this campaign may be sent by examining the different segments in your contact database. Include in the campaign those contacts who directly or indirectly expressed interest in motorcycle accidents because they:

• Have used your services before following such an accident
• Submitted their email addresses on that specific webpage
• Were referred to you by a similar client
• Signed up for your motorcycle accident presentation
• Requested your e-book on motorcycle accidents

You can see where this is going! The main point is that you have specific, usable data on your contacts, whether you realize it or not, that you can use to develop targeted marketing emails. Let us show you how to do it!

Ask Us About Our Comprehensive Digital Marketing Strategy

Blue Orchid Marketing offers custom-written marketing elements designed to increase your bottom line.  We also focus on external marketing by placing your practice on more than 70 local online directories and writing weekly custom blogs and social media posts to ensure your practice is found on internet searches.  That’s more than 40 posts a month … it’s a service you need to stay competitive!

Need a website?  Live chat?  Adwords?  We have the solution!

To learn how our internal marketing solutions can put money in your pocket and our internet presence solutions and websites can help you to attract new patients and clients, please call us at 203-746-5901 – ask for David – or send an email to DavidB@BlueOrchidMarketing.com. We’ll create a package that’s right for you!