Email marketing need not to be intrusive.
You don’t have to force yourself to send out ‘salesy’ and annoying emails to your potential customers and drive them away. There is a much better way to handle email marketing, and that’s by target email marketing.
The trick here is to send the right kind of email to the right audience at the right time. When you plan out your targeted campaign strategically, your customers will look forward to receiving your emails.
However, not all marketers understand this crucial aspect of email marketing. They figure that one ‘well-written’ email or email sequence will be enough to reach their whole audience. That is far from the truth.
When you take the time to learn more about each of your individual customers and find out ways you can help them, your email marketing becomes successful.
Target email marketing allows you to send meaningful emails that your customers can’t wait to read, as opposed to generic emails that most people won’t feel motivated to open.
One of the best ways to improve customer experience is to personalise every email you send out to them. Targeted emails are more personal and makes the recipient engage and connect with the content.
In this article, we will discuss how you can create an effective target email campaign for your potential customers.
Email marketing has a conversion rate that is upto 40 times more than other channels such as social media. It is a very powerful marketing tool if used the right way.
However, if your emails are not providing enough value for your potential customers, you might start getting a very low open rate and an even lower conversion rate. This is more probable if you do not personalise your emails.
Now by personalisation we don’t mean adding the customer’s first name at the beginning of every email (some customers find it annoying in fact). But on the other hand, if you take the time to get to know each individual customer a little better - their likes/dislikes, their occupation, their preferences, etc. - and cater to their specific needs and pain points, that is effective personalisation.
You must also be able to figure out where they are on their journey as a buyer (which part of the sales funnel) and meet them at that point.
Here are some interesting numbers in terms of email marketing:
Now that you know how important personalisation of emails is, let’s dive into how you can perfect your target email marketing strategy.
Here are some steps you need to take in order to make your target email marketing successful:
In order to study each customer of yours, you will need to first gather some information from them. Your email marketing strategy can only be successful if you have the right kind of information about the right kind of people, and if you keep this data up-to-date.
One common and effective way of getting to know your potential customer right from the get-go is to collect some information about them in your subscribe forms.
Take a step back and create a picture of the demographics or target customers in your customer base and ask the right questions to them. Once you have those answers, you can do list segmentation and pay close attention to their needs.
One important thing to remember here is that no one likes to fill out a super lengthy form, so keep it short. Ask only the most important questions.
Another way to gather this information about your customers is to send them a survey email. You can then use the answers of the survey to do list segregation and serve each customer better.
One aspect of multi channel marketing is to integrate your email marketing platform with your ecommerce platform and CRM.
This will allow you to create a more accurate target customer profile and help you understand them better.
Apart from adding the first name of your customer in your email subject line, there are tons of other tactics you can use to make your emails relevant to your customers. Addressing them by their names is just the tip of the target email marketing iceberg.
The more relevant your email marketing campaigns are to your customers, the higher will be your open rates and click through rates.
Using the right email marketing services and tools, you will be able to customise every section of your email campaign and target your customers more appropriately.
We’ve listed down a few target email marketing tactics that will help you build strong email campaigns that strike a chord with your customers and help build your relationship with them.
There’s no greater deal breaker than sending out emails that are meant for one geographic location to the wrong set of customers.
It only gives your potential customers the feeling that you don’t really care about their needs, but are just sending out campaigns to drive sales. Make sure that your customer base is segmented by location so that you stay relevant to the geographical location of your precious customer.
Did you know that personalised images depicting the customer’s target location can increase your click through rates by 29% more than generic images? Now that’s something to think about!
The first challenge of email marketing after you gain a list of subscribers who want to hear from you, is to get them to open the emails you are sending them. That is why subject lines are so important.
Once the customer clicks through to your email, you need to ensure that the content of your email is relevant to them. If they find that the content is not meant for them (for example, it’s meant for the opposite sex), they would immediately close your email and maybe even unsubscribe or report your email as spam if this happened regularly.
Stay relevant. If your customer is female and you own an online clothes store, make sure that the suggestions you send them or the offers you send them are for items that may be interested in and that are meant for their gender.
The more data you collect from your customers, the more personalised you can make the whole experience for them. But remember to keep it simple and less tedious.
Instead of having a long form with many questions regarding their fashion choices that they have to type and fill out answers for, why not create a fun quiz that is quick, easy, and fun to do?
If your customers have filled out multiple fields in your forms such as their name, their date of birth, company name, preferences, etc., you can use this personal information to better your email marketing.
Seeing their personal details in the body of the email will make your customers feel like you were thoughtful enough to mention those details.
You could also send out birthday wishes with a discount or special offer or even a surprise gift on your customers' birthdays and anniversaries. This will give them incentive to stay on your email list for longer and maybe make more purchases from you down the line.
One of the best ways to find out what your customers' interests are and what they are more likely to buy is by checking out their purchase history.
Your customers’ purchase history gives you insight about how your customers behave, what interests them, and what products they are willing to spend their money on. It will also let you know whether specific discounts or offers make them purchase more often than usual.
Having these valuable insights will help you plan out better and more targeted email campaigns and turn inactive subscribers into active and happy buyers.
You will also be able to figure out where each customer is in the buyer’s journey or in your sales funnel. This will help you figure out tactics to gently push them into the next phase or to make a purchase they were already debating about making.
Targeting customers based on their purchase history also builds your relationship with them as they realise that you understand exactly what they need and are not crowding their inbox with irrelevant suggestions or deals.
Re-engaging with one-time customers may turn them into repeat customers. You could also place deadlines on offers so that they are given a reason to make the purchase immediately instead of pushing it off for later.
So, as you can see, target email marketing is a powerful strategy to improve your business, grow your customer base, and build a strong relationship with your customers.