Chose a specific niche over a broad approach for our email list and it actually worked out

I run a small B2B marketing shop for local trades businesses and I was constantly debating between two ways to grow our email list. Option A was just casting a wide net with general tips for any contractor, plumber, or electrician. Option B was going super niche and focusing only on HVAC companies in the Midwest. I went with B about 4 months ago because I figured the advice could be way more targeted, like talking about seasonal maintenance schedules and regional weather impacts. We sent out a series of emails specifically about winter furnace prep for commercial buildings and the open rates jumped from around 22% to 41% within the first month. The downside is our list is smaller, about 180 subscribers instead of what could have been 500, but the engagement is way higher and we actually got 3 paid consultations out of it. Has anyone else taken a narrow bet like that and seen it pay off?

2 comments

2 Comments

julia_jones721d ago

Honestly, was the smaller list size really a downside though? 180 people who actually open your emails and want to talk to you sounds way more valuable than 500 people who just delete or ignore everything. I guess my question is, did you track how many of those 180 turned into actual paying customers versus just the 3 consultations? Because a 41% open rate on a targeted list could mean those 180 people are basically primed to buy, while a 22% open rate on 500 might just be noise. It feels like you traded quantity for quality and that's usually a good trade in B2B. But I'm curious if the conversion rate from those consultations to closed deals was also higher because they were already super interested in what you offered.

margaret2341d ago

The 3 consultations probably closed at a way higher rate too.