If you know how targeted email marketing can help your business, you would want to go through this guide faster than you are doing right now. Nonetheless, stay relaxed as you digest each piece of information that will be relevant in creating the perfect target email list.
What Is Targeted Email Marketing?
It involves sending the appropriate email to the right recipient at the best possible time. This is a marketing method that can be employed to send emails exclusively to a selected group of subscribers on your general emailing list.
For example, your targeted email list may only consist of paying customers. The strategy may involve sending an email targeted at customers who made recent purchases.
Benefits of Targeted Email Marketing
On knowing what target email marketing is all about, you may be wondering why it is so important to your business. This may just be the moment of enlightenment that you have been seeking to turn around your business—for the better. The 5 points (5Rs of email marketing) described below will shed more light on the essence of targeted email campaigns.
This simply implies that you are sending an email that has been personalized for the recipients on the target email list. It is a better idea than sending an email that is only meant for new subscribers to everyone on the general emailing list.
Using targeted email lists lets you focus on those subscribers that are more likely to provide feedback. For example, sending an email targeted at customers that have shown interest in partaking in your company’s surveys.
Do you know that for every $1 you spend on email marketing, your business may earn an average return of $38? Amazing right? Now, imagine incorporating targeted email marketing as a boost.
Target email marketing ensures the personalization of messages that gives subscribers a sense of belonging. Implement such strategies to make your audience realize how important they are to your brand.
In a 2018 study, it was gathered that 80% of small-sized and medium-sized businesses rely on email marketing as their major strategy for acquiring and retaining customers. This shows that the use of targeted email lists will be of greater help in maintaining customer loyalty.
How to Make Your Emails Targeted
Apart from learning how to write a business email, you also need to know how to get an email targeted at the right audience. You can do so in the four ways described below.
- Targeting by customer type
- Targeting by behavior
- Targeting by location
- Targeting by gender
- Targeting by Customer Type
A targeted email list can be created based on the type of recipient you are focusing on. It is only logical to think that paying customers are more likely to make purchases rather than unconverted subscribers. You would need more time to persuade potential customers to buy something. Also, the segmentation of paying customers based on how much they have spent for a time frame is also important.
It is not advisable to send the same emails to all customer types. You need to tailor the emails to suit your varied marketing objectives for each type of customer. For example, there can be a difference in the discount options offered to each customer type. The discount option for paying customers would be higher because they are more likely to buy more products than the unconverted subscribers.
- Targeting by Behavior
The actions and inactions of subscribers can be used to determine how you will make your targeted email lists. You may want to send emails based on the shopping behavior of your ecommerce website visitors. Check out the following examples to understand better:
- Giving attention to your paying customers by sending emails about promotions, related products, and so on.
- Concentrating on former customers that have not made any purchase in a long time.
- Targeting subscribers that have not checked any of the links inserted in your newsletters for a period.
- Focusing on online customers that abandoned their shopping cart while shopping.
- Targeting by Location
A merit of the internet is that your customer base can be made up of people from places all over the world. Hence, there may be times that eCommerce sites will have to embark on targeted email campaigns to concentrate on certain locations. There are targeted email marketing services like Get Response that can help you get the required data to make this a possibility via subscription forms.
An example can be seen in the creation of a targeted email list for your customers in Asia because the product you are about to launch may not be available to them as quickly as it would be for other continents. You may want to notify them, and/or encourage them to make pre-orders for faster delivery.
- Targeting by Gender
Gender differentiation may become an important factor to consider when embarking on targeted email campaigns. It is a matter of the relevance of a product or service to specific genders in your customer base. For example, if you are the manufacturer of a cosmetic product, you may want to tailor the content of some emails to suit specific genders—as long as your niche is based on more than one gender.
You can collect data about the gender of your subscribers by adding a custom field to your mailing list subscription form. This way, you will be able to send gender-targeted emails. Ensure that your chosen email marketing service provider has this feature.
It is important to collect customer data in order to plan and implement the above techniques effectively. The use of getresponse.com is the best way to go about this. You need an email marketing service provider that offers all the necessary tools such as the insertion of custom fields in the subscription form. Also, ensure that they are able to organize emails based on the data collected.
Targeted Email Marketing Campaign
More effort and time may be required for segmentation and other steps if you already have a sizable emailing list. The following are the steps that should be taken to ensure a successful campaign:
- Determine your segments
- Link data across relevant channels
- Generate customer personas to tailor email content
- Select the right email marketing service provider
- Evaluate the campaign
Determine Your Segments
Personal details: Name, birth date, contact number, address, etc.
Demographics: Location, age, occupation, etc.
Psychographics: Browsing behaviors, interests, shopping behaviors, etc.
Keep in mind that personal details and demographics fall under profile data, while psychographics can be divided into campaign activity (e.g. browsing behaviors such as clicked links, unclicked links, etc.) and shopping behaviors (e.g. regular purchases, recent purchases, etc.). With the data collected, emailing subscription forms can be designed to suit your audience.
Link Data across Relevant Channels
Here, you will be linking data across your ecommerce site, email service provider, and CRM (customer relationship management) channels. Keep track of the changes that take place across these channels for a successful campaign. For example, the number of subscribers converted to customers can be compared to the number of those that have become inactive for a period.
Generate Customer Personas to Tailor Email Content
With the data gathered, your target audience can be addressed in an appropriate manner. You will have an idea of the kind of email content that will get them interested. For example, the way a middle-aged subscriber will be addressed should be different from how a teenage subscriber will be addressed.
Select the Right Email Marketing Service Provider
It will be a good idea to make a good choice from the email marketing service providers available out there. They can be useful in so many ways. For example, some targeted email marketing services offer most or all the features you may ever need such as smart segmentation, linking of online platforms, tracking of campaign performance, and so on. So, do be cautious in making a selection.
Evaluate the Campaign
You need to measure the performance of every campaign embarked upon; and that includes your targeted emailing campaign. Doing this will let you know when changes need to be made in your approaches. For example, you should find out why some customers became inactive (unresponsive to your emails). Techniques should be tested for effectiveness.
Learn more about targeted email campaigns on this video.
Now, you can put what you have learnt about target email marketing to good use—winning the hearts of your emailing list subscribers.
Targeted email marketing is a strategic way to convert your email subscribers to customers, and then maintain their loyalty through the personalization of email content. It is the deliberate effort to select the right subscribers that will make up a target email list.