Let's take a step back for a moment, from personalized one-on-one high-touch marketing, and think about how the knowledge you learn about your top customers can help you personalize even more of your automated marketing for every customer.
As you go through the steps of setting up the emails and personalized marketing to your top customers, you'll start thinking about ways to automate this type of nurturing with future customers using a good autoresponder that has tagging ability.
Email autoresponder systems offer different ways to help you automate market segmentation. Some are list based, some are tagging based, and some use both. A list-based system requires that you create different lists to add people to, and all those people will receive the autoresponder messages you set up for them to receive as soon as they become members of that list.
Whereas tagging works without a list, but due to the tags you set up, accomplishes the same thing that a list will, only in a much more personalized and segmented way. Using tagging will prevent customers from receiving email messages about products and services they don't need, want, or have already bought. Tagging enhances your ability to send the right messages at the right time to your customers based on their behavior.
Any person who has subscribed, purchased from you, or somehow interacted with you can be tagged based on their behavior and actions, enabling you to send them very customized and personalized marketing messages. As you can see, tagging gives you a lot more flexibility and power to segment your audience and customers to a larger degree than you can with a list-based system.
For example, let's say that you market your social media marketing management system to different types of local small mom and pop businesses. Some of these businesses may fall into different categories, such as food based, decor based, service-based businesses, and so forth. When you use tagging, you can design marketing campaigns that are totally personalized toward the various types of small business owners you want to work with - without having to be too general.
In a list-based system, you'd have to create different lists for each category of business. With a tagging system, everyone is on the same list - as some messages will be fine for everyone to receive - but they'll only get the messages they're tagged to receive based on their behavior and answers to questions.
Now you can create 10 different very personalized guides about social media marketing designed to speak to each type of business individually. When they sign up for your list, they'll click a few boxes and viola. They'll be tagged to get the right guide based on their business and answers.
For a small business owner, receiving information about Social Media Marketing Management for "Salons"...(if they run a salon) instead of the generic "Small Business" is going to be a lot more targeted and impressive to your customer than the general offer - even if the information is basically the same inside the guide. The specialized title, description, and examples that you use to demonstrate the information you want to impart will make a huge difference for your customers and your bottom line.