Essential guide to targeted Email Marketing
If you are a business owner, you most likely want to be able to reach as many consumers as possible. So, you try many different marketing strategies for people to know more about the products or services that you offer.
You then find out from research, that the marketing strategy that brings in the most revenue is email marketing. And so, with good marketing messages, you start sending emails to your email list regularly.
However, you don’t see much results from your efforts. And most of the people whom you have sent your messages to have ultimately unsubscribed from your emailing list. And you wonder what you are doing wrong.
If you own an online clothing store for young adults, then sending promotional email messages to men and older women on your list will be useless. Why would they read the message which is not for them? The problem with sending promotional messages to everyone on your email list is that you only hit some and miss on others. This is the reason why you need targeted email marketing.
As the term itself suggests, targeted email marketing is sending emails to target audiences, or to a specific group of people with similar characteristics. So, for your online clothing business, you only send your promotional messages to women in a particular age group, say, women in their 20s and 30s. Thus, when this group receives your email, they will be more interested in what you have to offer because you target their particular needs.
In general, in targeted email marketing, personalized emails are sent to subscribers based on characteristics peculiar to the group like profile data, location, behavior, preferences, and more. If you segment your subscribers, then your email will be more targeted and you can create messages which are more relevant to that particular segment. If you have more detailed segments, then your emails will be more personalized. Your users will then have a more personalized customer experience since they will be receiving messages relevant to their needs. Value is given to them in these emails.
It is surprising though that not many businesses have embraced targeted email marketing. What could be the reason for this? It could be because of the wrong notion that email marketing is just for large companies in the market. They think that it is only for those whose revenues reach millions of dollars and that you need lots of customers to make a profit from an email list.
However, it is also surprising to know that targeted email marketing can grow any size of business. If you study how email marketing drives profits to small businesses, you will be amazed. Small business owners can use targeted email marketing to get a higher return on investment.
Sending emails to customers has changed over time. Today, you don’t only send an email to just anyone if you want to get the kind of results that are encouraging. It takes a targeted and tailored approach to see results in your email marketing campaigns. So, it is important for businesses to use targeted email marketing instead of simply using generic email marketing.
Studies show that the rate at which targeted emails are opened by its recipients is higher by 42% than emails that are randomly sent to any recipient.
Targeted email marketing has many benefits. Studies show that compared to Facebook and Twitter combined, it gains a lot more customers to the business. Here are some other benefits of targeted email marketing.
Targeted email marketing helps create more relevant messages geared towards the needs of segment subscribers that you have created. Your brand can be well remembered as a source of beneficial information since you bring content that match the preferences and interests of the particular segment.
If you send relevant messages to different segment subscribers, then they will be more interested in your message and you will receive more engagement. The rate at which these customers open the email, click through the links and purchase something in your website will be higher. Since your audience would want to see quality content that gives them knowledge and help that they need, you need to put in a little effort to send messages that will help increase your chance of being profitable. It doesn’t really matter what response your audience gives, what is more important is that they find value in your emails enough to make them respond.
Targeted email marketing also helps build your relationship with the subscribers. When you send relevant email messages, it just shows that you care about your customers’ need. You show that they are an important part of your business and that they are not just a number or data on the list. You are dealing with real people with real needs and so you treat them as such. With this, you will have an audience that is grateful and loyal. Most of them will come back and buy more or spread the word to their friends and acquaintances. And, they will treat your business with respect and reciprocate on the relationship that you are building with them.
Targeted email marketing helps improve customer retention. Statistics show that your current customers will most likely try your new products than prospective ones. And since you already know their preferences, you can easily maintain a strong bond with your current customers using targeted emails. When this relationship is developed, your customers will be very willing to come back for more. You need to keep on improving on this relationship so that it will keep them engaged.
Targeted email marketing generates more revenue than other marketing strategies. This platform allows the customers to go from reading your promotional email to purchasing an item just by clicking buttons. If you have an enticing call to action and a link to the checkout page, then these emails can drive more sales than other platforms.
With more revenues, then it naturally leads to a higher return on investment. And this is the reason why most businesses invest in email marketing. For every dollar spent, you get around 30% return on investment.
Targeted email marketing is easy to do. You don’t need much technical knowledge or a large team of experts to do it. You just need an emailing list that is segmented and an email campaign either with videos, images or just plain text. As long as you have great content, then you can be successful with it.
It is easy to measure the results of your targeted email marketing. With the use of a good email marketing software, then you can track opens, click-throughs, and conversion rates. This can help you determine areas in your campaigns that need improvement. And it is also easy to make changes in your campaigns. You can do it almost immediately.
Targeted emails are easy to share. If you have great deals and offers, subscribers can easily forward it to their friends. Not many kinds of marketing can be easily shared. Soon, your business will be introduced to new markets as a result of sharing your emails.
Since all your customers are not the same, they shouldn’t receive the same emails. You don’t want to send a one size fits all email message. How can you send a promotional email to women when it only appeals to men? Not all subscribers will be interested in the different products you sell. So, if you want your customers to respond to your offers, you should make your emails as relevant as possible.
First, you need to collect your database. If you don’t have any mailing list, then you can’t do this. What you can do is to use subscription forms so that you can collect email addresses for your database. In these forms you can ask for their name, phone numbers, birth dates, zip codes, and more.
Next you need to segment your mailing list. Once you have gathered enough emails, you need to define the kinds of segments you need. You can have many categories of basic segments. Here are some categories that you can consider.
Gender. You can split your subscribers according to their gender.
Geographic. You can use location, zip codes, and purchases from a particular store to send personalized emails. You can make more relevant offers to reach this regional audience. If they prefer a particular store, send an email with a link to it and inform them if there are events nearby.
Preference. Know the customers’ hobbies or what topics or products appeal to them so that you can send them relevant emails.
Behavior. Based on their engagement to your campaigns and your websites, you can interact with your subscribers. If the users show interest on a specific content of your website, send them follow-up content. If the user does not open your emails, then you can win back their attention by offering a great discount or free shipping. If the users make a purchase, then send them a transactional email with their purchase details and add cross-selling options.
Lifecycle. Send a welcome email to a new subscriber where you can tell about your business and your values. For a prospect, you can send promotional emails bringing in discounts or a free shipping offer so that the subscriber can complete the purchase. For first time buyers, you can send a thank you email coupled with useful guides through your products and services. If the user abandons the cart, then send them emails with the images of the abandoned items and add a special offer so that they can complete the order. Loyal customers can be invited to loyalty programs and provided with early product releases and samples for testing and reviewing.
Then, create customer personas based on these segments. This will make it easier for you to write because you know who you are talking to. What you will do here is to create a representative of your customer based on the data you have and how you can fulfill their needs. This can greatly help you in creating engaging emails since they will be personalized for each customer.
With these personas in mind, create content specifically for them. Know the kind of offer that would interest them. Determine what they need and how you can provide the solution to their needs.
Finally, choose a great email marketing software. Make sure that the email marketing software you choose allow you to make a good segmentation of your subscribers’ list.
Here are some of the features to look for when choosing a great email marketing software.
Look for an email marketing software that provides auto-segmentation. If you find a good email marketing software, you will be able to segment your list based on profile data and campaign behavior in order to gauge customer interest. You also need to segment by shopping behavior so that you can send the most relevant messages on every stage of their journey. Interacting with customers makes you discover more data.
Email software integrated with CRM systems helps you update your records for your next campaign. By integrating CRM systems, you will be able to come up with email content which is based on data derived from your CRM systems like previous purchases, etc. This way, you can send more relevant content to your campaigns.
A great email marketing software provides a landing page where you can capture user email. When emails are captured, the software will allow you to auto-segment them. So, if you are able to capture an email from your product page, you send them emails different from emails sent to users captured somewhere else like a blog page, for example. IF the software is able to segment users as they come in, you will have less work in the future.
A good email marketing software has autoresponders. Businesses invest in email marketing software because they want to automate their email sending. If the email software features autoresponders, then you can save time and money since several tasks can be done for you instead of doing them manually.
If an email marketing software has autoresponders, then they can respond to every email immediately after receiving them. The response would be an acknowledgment of the receipt of the email and that a reply would soon be sent.
You can also increase conversions with autoresponders. If you are offering discounts on a product or service and someone signs up on your website, then the autoresponder can immediately send an email to the prospective customer offering the product at a discounted price. If you have an enticing email sent by the autoresponder then it can be effective in making the customer make a purchase.
A good email marketing software can test and measure your targeted email marketing campaign. A good email marketing software will provide a good and detailed overview of the performance of your campaign. It especially emphasizes on the metrics that are drawing positive results.
Most software has a dashboard for analytics. In this dashboard, you will be able to see how many use their mobile gadgets and how many use their desktop to read your emails. You will also learn if the users have printed, deleted, or forwarded your emails. The time that they stay on your email page to read the content is also recorded. It also records what type of content in the email page the users are clicking. You can find out if the greater engagement comes from the male demographic or the female demographic, and a lot more data that are useful for your targeted campaigns. This information can help optimize your campaigns. You can get improved results over time.
You should change your email messages every now and then since your customers can change behavior. And if you get data from your campaigns, it should move you to do something about the data you have gathered. So, if a customer stops engaging, you can do some A/B testing to figure out why. Your promos, subject lines and other elements of your campaign should have regular A/B testing. A good email marketing software allows you to do regular A/B testing of your campaigns.
A good email marketing software also allow you to connect other channels aside from emails so that you can have a unified experience. You can connect to several other channels to have a more unified data collection and the experiences of your customers. You could have a more powerful email campaign if you pair them with other channels like SMS or Google Ads.
If you want to get value for all your targeted marketing efforts, then you should choose an email marketing software with all the features mentioned above. Your main goal is to grow your business and with the best email marketing software to help in your targeted email marketing, you can attain great success in the years to come.
So, if you are going to use email marketing to help promote your business, don’t use mass email marketing. This is a thing of the past. Targeted email marketing is the strategy to beat.