Email Marketing – How Factoring In Behavioral Types Of Clients Will Help?

By Author: Heidi Walters
Total Articles: 6
Comment this article

Business enterprises can be broadly be categorized into Aggresives, Expressives, Technicals, and Social Animals. You need to take into account their behavioral traits while creating your marketing material and devising strategy. Companies factoring in the psyche of their prospective clients are likely to succeed in their marketing objectives.

As a businessperson, you may have heard a lot about email advertising marketing. There may be some who you know to have earned great success with email marketing. In fact, email marketing, particularly opt-in email marketing is the buzzword today. If you have updated database of emails and the effective strategy, you have pretty chances of ringing the success bell.

It is important that you get the content of your emails right. There is so much marketing noise today that unless you target your message precisely to a very specific group, it is likely to be ignored. So you need to spend some time framing the content.

You also need to know your target market well to leave an impact. If you know the behavioral type of the companies, it may help in devising a strategy. If ...
... you have ever participated in a Myers-Briggs test or a company assessment program, you may already be familiar with it. Companies are broadly categorized as aggressive, expressive, technical and social animal. There may be some overlap among the four types. However, if we frame our message factoring in the majority within a particular group, it is likely to make an impact.

Business niches have behavioral traits as well, just like people. If you are able to understand their traits, your message will resonate well on them clocking success.

Management pundits have kept executives recruiting firms, stock brokerage firms and real estate agencies into the Aggressive category. Their businesses are hyper-competitive and transactional in nature. These sorts of companies like their information in bite sized and succinct doses. They appreciate facts and respect opinions only when they are backed by research.

When marketing to such groups, you must begin directly with why you are writing and how it would benefit. Using bullet points is appealing to this group. Close your newsletter with a strong call to action. You need not be afraid of displaying aggressive behavior. People with aggressive bent of mind do respect aggressive trait in others. You have pretty good chances of getting positive response from them.

Enterprises in the Expressive category may include pharmaceuticals, sales training companies, etc. Usually, the companies that focus on communication skills and persuasiveness fall in expressive category. As the group prefers things that are visual, painting a picture of a favorable outcome is an effective way of convincing them. Using video in the online marketing content will also impress them.

Companies from IT to engineering fall in the Technical niche. They prefer emails that are very specific and base their decision on data. So you need not be miserly with data. Provide them with all the information required. They are likely to take prints of your sales copy and put up very specific questions about the content. Be ready to provide them with applications.

Educational institutions, human resources firms and non-profits are placed in Social Animals category. They tend to shy away from taking decision that may be unpopular. You need to provide them ‘social proof’ or references.

An email advertising marketing campaign that factors in the approach has pretty good chances of meeting success.

The author of this article is associated with email2zip is an email marketing firm that filters the targeted audience helping clients reach the right consumers with email advertising.