Do you regularly send out emails to your list only to hear crickets? That’s not unusual to hear. People are bombarded with email marketing messages every single day.
An office worker can get up to 120 emails a day. How can you make yours even get noticed? You can use targeted email marketing.
Read on to find out what targeted email marketing is, why you should use it, and how to jump-start your email campaigns.
What is Targeted Email Marketing?
Targeted email marketing is a way to segment your email list, which allows you to deliver personalized content to your customers.
One reason why your emails are missing the mark is that you’re probably sending out one newsletter to your entire list, assuming that everyone in your audience will be interested.
You’re treating everyone like they’re all at the same place at the same time. The reality is much different. They are at different points along their customer journey.
It’s like sending an email to your entire audience telling them about your product that they need to buy. About a third of your list already bought that particular product.
That is something that they feel that you should know and you might lose a little credibility with them by sending that email out to them.
Benefits of Targeted Emails
It may seem like a lot of effort to create segments out of your list. It is a little more work, but the reward is worthwhile. Here are some of the reasons why you want to have targeted email campaigns.
People Love Personalization
Your customers don’t want to feel like everyone else or like a number. They want to be special and like they matter.
Personalized content can help businesses increase sales, whether you’re a B2B firm or you have a consumer package goods company.
Personalization doesn’t mean adding a person’s name in the subject heading. That can feel a little inauthentic. People would rather have discounts and offers that are just for them.
Higher Open Rates
How many people open your emails? Of course, there are a number of factors that you have to consider when you compare email open rates.
One thing that’s not disputable is that email opens are higher when you target your marketing campaigns. Reebok is a great example of a brand that saw massive success from using a highly targeted campaign.
Higher Conversion Rates
The purpose of email marketing is to get your list to convert into customers or to encourage them to buy again.
Not only can targeted emails increase open rates, but they increase your conversion rates, too. Customers are more likely to buy when they have timely and relevant offers in front of them.
Examples of Targeted Emails
You have probably seen a lot of targeted emails. Have you ever put items in a shopping cart only to have to leave the website? Did you get an email reminding you to complete your purchase?
That’s an example of targeted email marketing.
Another example is when you sign up for someone’s list and they put you into an automated email funnel. You open up a couple of the emails and based on those opens or link clicks in the emails, you get a product offer.
You can segment your list based on the offer that convinced them to subscribe, when they subscribed, or their location.
For subscribers that haven’t interacted with your emails in a while can be sent a re-engagement email. You can ask them if they still want emails from you.
It seems counterintuitive to do that because you can lose subscribers. If they’re not engaging with your content, they’re not likely to buy from you anyway. You might as well keep the good brand perception and give them an out.
How to Create a Targeted Email Campaign
How can you apply targeting to your email marketing? Here are the steps you need to take to set up a targeted email campaign.
Scrub Your List
When was the last time you sent an email to your list? If it’s been a while, you want to reach out to them to ask if they still want emails.
If you don’t have an email list yet, you’ll want to start building one right away. Make sure that you have signups on your website. You can also use a database of your old prospects and current customers.
You don’t want to assume that it’s ok to add them to your list. You want to give them the option to sign up and ask for their permission.
Create Your Segments
There are countless ways to segment your list. For example, if your company is targeting PDM professionals, you can target by location.
If you’re a clothing retailer, you may want to create targeted emails by gender. How can you get that information? You will need to collect that customer data either on your signup forms./
Create Content for Each Segmented Audience
This is the fun part. You need to create content for each audience. This may seem like extra work, but it’s worth it.
How can you create relevant content for each segment? It depends on how you segment your audience. If you segmented by gender, you can showcase products on sales that are for men and for women.
A shopping cart reminder is a simple email reminder to return to your site and finish the purchase. Think about each segment and what’s important to them. That will help you develop content that’s relevant and will get results.
Make Targeted Email Campaigns Work for You
Targeted email marketing campaigns are a great way to get more bang out of your email marketing efforts. Personalized content can go a long way to create loyal customers and increase sales.
There are many ways to segment your email list. You want to find the ways that will allow you to send the most relevant content to your list.
Do you want to know more about writing great content? Check out this site often for more articles that show you how to create a content strategy.