Feature 06 of 08
A segmented newsletter, tailored to each audience
A prospect and a paying customer should not get the same newsletter. You define the segments that matter to your business. BrightKite writes a tailored version of every issue for each one.
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One newsletter for everyone is a compromise
Most newsletters go out as one email to one big list. It is the path of least resistance. It is also a compromise nobody asked for. The prospect who has never bought from you and the customer who has been with you three years get the identical message. One of them is being undersold. The other is being pitched things they already own.
You know your audience isn't one audience. Your newsletter should know it too.
Your segments, not ours
You tell us how your audience divides. We don't impose a model. Common splits for B2B:
- Prospects who haven't bought yet
- Active customers
- Past customers worth winning back
- Partners, resellers or referrers
- Industry or company size, where the message genuinely differs
For each segment you define, we write a tailored version of every issue. Same week, same core, different emphasis. Prospects get the case study and the proof. Customers get the deeper use, the new feature, the thing that makes them stay. Same newsletter, aimed properly.
Tailored, not multiplied
This isn't five newsletters for you to manage. It is one newsletter, written with five audiences in mind, and you manage none of it. We handle the variants. We handle which segment gets which version.
If your segments change, you email us, and the newsletter keeps up.