Tomato Fish Marketing Blog

Archive for December, 2008

The Importance of List Segmentation

Sunday, December 21st, 2008

What is list segmentation and why should I care about it, you ask?

List segmentation allows you to drill down into direct email communication to specific contacts/audiences. You find out what your contacts are specifically interested in and that’s what you send to them — tailored emails that give them exactly what they want.

What are the perks of list segmentation?

  • Create target audiences based on standard and custom fields within your lists.
  • Increased response rates.
  • Better response to your call-to-action.
  • Divide your segmentation results into multiple mailing lists (opens, clicks, bounces, etc) in order to test offers, subject lines or even content to see which performs best before mailing to your entire audience.

How can you use your list segments?

  • Send a campaign to people within a specific interest group to provide more relevant content.
  • Send a campaign to people who clicked a link or opened a previous campaign for following up on campaigns or event invitations.
  • Send to “active” contacts who have opened multiple campaigns and clicked at least 3-5 links to weed out non-responders.
  • Send a special “are you interested” to “non-responders” who have never opened an email or clicked a link to close them or get them off the list.
  • Send birthday emails with special discounts to your lists segmented by birthday.

If you have any other questions or want help in creating segments for your lists, please send us an email at

Last Minute Marketing Before the Holidays.

Tuesday, December 16th, 2008

” Well, it’s the end of the year and you’re not only sending a ton of email but you’re getting it too, right? Retailers are going nuts trying to get as much as they can out of the short season. I’m seeing an email every 30 seconds pop into my inbox and I’m sure many of you have it just the same. Bloomie’s and Nieman Marcus are up to 2-3 mailings a DAY right now, but they mail every day anyway, so that’s not completely out of the ordinary. On top of that, the businesses who market to businesses are feeling the end-of-year crunch so they’re having fire sales for their goods and services too.” – VR Blog

I read this and immediately it brought to mind the many TFM clients who are in a crunch to get SOMETHING out by the end of the year. It’s not just TFMail email marketing, but it’s one more brochure or sales call or leave-behind. We see it every year and it’s great for us because it means we don’t go through a pre-holiday slump in business, but it’s not so good for the client who is making a last ditch effort to wrap up their marketing for the end of the year.

The moral of the story is that you have to PLAN! Yes, I said PLAN. What we all need to be focusing on is creating the perfect Marketing Plan for 2009 — not last minute marketing collateral to get in front of clients one more time before they stuff their bellies with holiday treats and long winter naps. A good marketing plan lasts all year and is just as important in January as it is in December. Think of all of the headaches you could save by having a plan and knowing exactly what is going out each month and how to track it against your sales efforts?

So, as you make your list for Santa and promise to be good next year, make another promise — promise yourself that you will create that much needed marketing plan and have someone be accountable for sticking with your plan. We just might know some good folks that can help you. 🙂

Quick TFMail Tips for this Holiday Season

Friday, December 5th, 2008

Here are a couple of things to focus on from an eMarketing standpoint for the end of the year.

#1 – Get your email marketing plan together for next year. Email is so quick and cost-effective so there aren’t a lot of headaches. Be sure to add emarketing to your marketing plan/calendar for next year. If you are really motivated, you can create all of your campaigns at once and schedule them out.

#2 – Resend an email to your non-responders. Choose a campaign you’ve just sent out and segment out the “not opened”. Then, copy the previously sent campaign back to your drafts in TFMail, modify the subject line to grab their attention and resend to the new segment.

If you currently have a TFMail account with us and need help, please send us an email. If you would like to sign up for a TFMail account, please contact Brooke DeRam.