Tips for Targeted Email Marketing Success
Companies regularly underutilize their email list simply because they do not implement targeted email marketing campaigns. Targeting your emails, no matter how slight, leads to significant returns. Not only will your customers feel like your brand is more personable, but targeting your list properly allows you to deliver much more value. In the following paragraphs, we’re going to learn about the various types of targeting available to email marketers and how you can utilize targeted email marketing for success and profit.
Targeting User’s by Behavior
As most email marketers know, not every subscriber is created equal. Some are very engaged and respond to your calls to action, while many simply ignore your emails. Also, you might find that some customers respond to certain offers while others do not. Either way, one strategy you can use with targeted email marketing is to segment your list based on aspects such as open rate or conversion performance.
For example, you may decide to target your most valuable subscribers with an exclusive offer, or you may decide to ramp up email distribution to them. Alternatively, you could send specific sales to those users that only respond to certain product offerings. Behavioral targeted email marketing will not only improve overall list performance, but will also save you lots of money simply because you won’t be paying to send emails to users that will not convert anyway. Of course, before you get started, make sure that you are using a solid email marketing program (See our best email marketing software review for more information).
Targeting by Demographic
Dividing your email list by demographic data is a great way to utilize targeted email marketing to increase profits. Knowing simple information about your subscribers such as age, sex and marital status allows you to make educated decisions on everything from what pictures to use in your email to the messaging. Targeted email marketing hinges on utilizing information to make winning decisions on aspects of your newsletter campaigns.
- Change the color scheme and font of the email depending on the customer’s gender
- A segment of married couples could get “couples deals” while single customers could get “VIP” deals.
- Change the words used in your subject line depending on your subscriber’s age.
Even simple ideas such as these are crucial to increasing profits and visibility for your company.
Targeted Email Personalization
Using targeted email marketing can be as simple as including a special email on the customer’s birthday, or even the often overlooked name personalization. Also, ensure that there are links in each email to customize their personal information in case it changes. Simple things like these can have a significant impact on campaign success.
Remember that many subscribers sign up using a family email address, which can often lead to confusion when one family member doesn’t understand that the other has opted in to your list. Therefore, it’s a good idea to, when sending the first email, to highlight who it is addressed to and for what purpose. This helps family members from sending your message to the SPAM folders and will help keep your targeted email marketing campaigns from being sabotaged!
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