Eventslisted.com - Segmenting Our lists

Posted by writer | Eventslisted.com - Autoresponder strategy »

We want to build credible lists of prospects and customers that we can work with. These lists are our community members, so we have to make sure we can build lasting relationships with them. There isn’t any point in having a list of 10,000 people if you know nothing about them and they know nothing about you. Quantity doesn’t matter half as much as relationship depth when it comes to the community members.

The auto responder systems will allow us to filter our lists by location and a host of other technically defined filters through IP address & other data collected by the Internet service providers automatically as people sign up. We’re filtering them out by location because the platform will provide location based event planning and promoting opportunities. What we want to do though is plan a natural filtering system that is in sync with our sales funnel to end up with a multi layered segmenting of our list from fickle leads to good customers who will spend money with us.

We will go into detail on how we work these lists into, out of and through each other for cross listing & filtering or segmenting purposes in later posts. For now, here are the main sub-lists that we have:

1. Events Listed Leads list - People who subscribe to our squeeze campaigns asking for early access to our application. These people will be directed to the online squeeze pages based on keyword searches and profile fits. We’d want to drive as much of the targeted market into those pages, and consequently into our leads list, as possible.

2. Event Line list - Through our auto messaging and email campaigns we want to be slowly but surely shifting as many people off from the leads list to our Event Line Blog subscriber list. These people want our content delivered to their inbox daily so are serious about us and will be on par with those who subscribe to our blogs into their feed readers.

3. Pre Launch list - These are people who we deem fit to be early adopters and are prepared to work with us in getting the application right - we’ll get them on-board as early customers. At this stage, they’ll be doing alpha testing of our application for us, so we’d want people who can actively get involved with us in making the app ready for launch. If everything goes well, they can potentially become our evangelists. This list is extremely valuable to making our entire launch campaign successful.

4. Customer list - When we launch, this list will include all customers who are using the system. These will be people we’ve converter from leads or prospects / visitors into actual users. Keeping this list updated with the latest about the application will be a priority. Our email campaigns with them will include conversation via which we can gain feedback and resolve any usability or technical issues that they face as early as possible.

5. Paid customers - This list will be all those customers who are using the system and selling tickets / merchandise online for us to be invoicing them our fees. This list is our first class customer base because they actually use the application for planning actual commercial events that earns them serious money from which they pay us a portion. How we make money is through these people. Serious users are good users to have, not only because they’ll send a revenue stream down our way, but also because they’ll do justice to the application by using it properly and others follow them.

6. Super promoters - Customers who have more than 5000 active fans within their network. These customers are our gateway to tons of traffic, and hence are one of the most important sub-lists. We’re expecting a considerable percentage of traffic to come in from WOM marketing – so the more people we can get onto this list the better it will be for our campaign. In the simplest terms, this list is royalty.


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