Access your desired demographic with Email Marketing
Business owners looking to save money on their acquisition and retention efforts would be hard pressed to find a more cost-effective strategy than email marketing. In the past, marketing departments sent a single message to the entire contact list. Bulk emailing no longer works and can even hurt your business by hindering conversions, depleting your subscriber list (listserv), and weakening your brand’s reputation. Learn more about super-targeted campaigns and the process of email marketing, in general, to see how to best influence consumers without turning them away.
How to Create Super-Targeted Emails
The most effective email marketing campaigns target customers on the individual level despite there being millions of names on the listserv. Technological advances in the collection of data made way for analytics and other methods of gathering personally identifiable information (PII). Entire companies are built upon the assembly, storage, and distribution of this data to businesses interested in knowing more about your target audience.
The companies follow consumers after they opt-in to a website’s terms and conditions and track what devices they use to log-on to their email, what, when and where they access social media networks, and what purchases they make on what websites. They tell you the persons’ name, gender, age, lead status, their initial date of subscription, and even the visitor’s buying patterns.
Your marketing department can choose from dozens of fields with meaningful behavioral, psychographic, geographic, and demographic data. If you integrate these points and combine them with any other analytics you collect, you get a super clear picture of who your target audience is and what they want from your business. Systematically verify the email marketing list and delete any names that fail to deliver to decrease bounce rates and increase deliverability rates.
The Three Main Phases of Every Email Marketing Campaign
Advertisements, pitches, and interruptions inundate people on a daily basis. It’s nice to think your business’s ads stand out from the rest. In reality, they blend in with all the others to most readers. People hesitate to sign-up for email marketing lists since they mean an overwhelming amount of useless information. Remember these hurdles as you move through the phases of a successful email campaign.
Phase I: Obtaining Entrance
Just because most people prefer not to sign-up for lists does not mean you should abandon that route. You simply need to see where others failed and how your business can do better to provide a valuable email marketing campaign. Obtaining entrance into your target audience’s inbox is the first step of phase one. Traditional methods include offering a free sample or another gift for signing up, first access to new product releases, or something as simple as a monthly newsletter with interesting updates.
Knowing your customer base and target audience prior to this stage helps you determine which method will generate the most clicks and conversions. An obvious purpose with benefit to the client encourages them to say yes when you ask for their address. Craft an inspiring call to action that answers the following questions that consumers will ask themselves before signing up:
What return to do I get for giving you my email address?
Will I receive an overload of messages?
Are you going to send me spam emails?
Do you send discounts?
Can I access beta versions of new products?
Are the offers relevant to me, or just trash?
Adding a step to sign-up for an email subscription or register for a free eBook to your purchasing process is another great way to get more addresses. Keep these names separate from the ones who simply register on the site since they demonstrated true value by already buying from your business.
Phase II: Working the Numbers
Set and manage expectations through your Pathwwway email marketing campaign. A strong call to action with dynamic, consistent follow-up greatly improves your conversion rates. Failing to follow through on the established promises, or changing the premise of the promise, turns people away from your business. Do not send only one email per month when you promised one per week, but also do not go the other way and send one a day when promised only one a week.
The initial follow-up email becomes crucial to the success of your subsequent efforts through email marketing. Take advantage of an automatic response system when you can personalize the information based on information provided by the new customer. Quickly and concisely educate them about your business and set the level of expectation for future interactions.
Phase III: Analytics and Segmentation
Analytics play a vital role in not only generating your super-targeted audience list, but also in evaluating the results of your email marketing campaign. Most email service providers offer complimentary analytics for you to breakdown. The three to focus on most are the open rate (how many people opened your email), the click through rate (CTR, or the ratio of subscribers who actually click on the email once opened), and unsubscribes (the number of people who unsubscribed from your email list).
The open rate reveals a lot about your customer relationships. If not many open the emails at all, you should reevaluate your efforts to establish your business’s value or how you manage customer expectations. A low CTR indicates the message is not getting through or is not targeted enough. Improve your content or copy after reviewing the PII of customers opening, but not clicking. A high rate of unsubscribing indicated you should head all the way back to the drawing board. Figure out what is driving subscribers away and take action to bring them back.
Segmentation comes naturally after creating the super-targeted email marketing list. It basically means you create segmented listservs that target the individual groups uncovered by the PII. A few examples include a customer list versus a leads list, one for product updates, another for newsletters, separate lists based on frequency, and HTML-enabled messages for those who prefer text. These targeted communications prove more effective at encouraging conversions or at least preventing people from unsubscribing.