Do you know email marketing can improve your sales by keeping you in front of your customers? If you manage to use the right email marketing tips, the answer is a resounding yes.
When it comes to boosting sales, businesses around the world have collectively spent countless amounts of time, money and effort researching consumer behavior to pinpoint exactly what motivates people to make purchases. There will always be businesses who do not believe in the power of email marketing.
The reason some businesses do not believe in email marketing is because they do not send out targeting emails. Sometimes these business owners just need a few email marketing tips to increase the value of their emails.
Studies have shown that email marketing helps generate even more sales than social media giants Facebook and Twitter, which is why you probably want all the email marketing tips you can get. Email marketing campaigns and defining your companies’ target audience go hand in hand.
Which is why email marketing is essential to market your products, services and getting the word out about your organization through emails. If you are always sending email blasts to your whole email list, you are missing making sales.
Email is one of the most successful marketing mediums on the web. You can increase your sales even more by taking time to target your audience with a technique called segmenting. Segmenting is a way of breaking your list into special groups of customers who you can email with relevant content.
Here are four ways you can target your segmented active and in-active customers by sending out targeting emails.
Targeting emails by customer personas
Your business needs to use buyer personas when sending out emails. The importance of having a persona is that you directly channel to a specific person who can relate to your emails. You can have different personas that represents their buying interest.
Before targeting emails by personas you should be looking at demographic data and psychographic data when creating your buyer personas. Finding demographic data on your customers is relatively easy because the information is easily accessible and is obtained without communicating with your audience. This data could be age, gender, location, employment status, and more.
While there are many ways to research buyer personas based on demographic data, Google Analytics (GA), customer service, and contact database are favourable.
Psychographic data can be harder to obtain than demographic data, but it also has more value for your business. This type of data allows you to connect with your audience on a deeper level, and create content that resonates with them. Psychographic data includes the attitudes, interests, and values of your audience.
Once you have them, personas will help you segment your audience and create stronger marketing campaigns that correspond to each segment.
Targeting emails by location
If you have both a physical store location and make online sales, you will want to section out your local customers for special in-store promotions. You do not want to send a discount code for store-use-only to a customer who lives in another state miles away and only buys from you online.
Targeting by location is done by delivering content to a customer using their location information. You can restrict your business reach to your customers in a specific location. That does limit the identifiable traits location provides to reach other people.
Not only can you define an area you wish to reach, you can carve out an area you wish to exclude. You can narrow down by excluding one side of the street or any area that could have been specifically targeted.
Most email service providers log the IP addresses of where people sign up to your list. Those IP addresses are based on location; so, when you specify a geographic location to send your email to, only people with related IP addresses should be included.
Targeting emails by interests
Interests allow you to target people specifically interested in a subject related to your product. For example, you could target people interested in your competitors or your broader market segment, or magazines and blogs covering your market.
A few days ago, I got an email from FashionNova telling me that they added new stocks to their jeans collection under $19. It was exciting to open my inbox and see such a well targeted message about something I’d been waiting to purchase for weeks now.
Fashion nova targeted their email to me based on my activity on their site — jeans collection that I notified them. They have sent me an email to announce new products, and I have opened every one, as they are so relevant to what I am interested in.
You can do this with your own customers. Ask them for special preferences on your signup form. Track what your customers buy from you or the links they click on in your emails. You can segment after signup too, to increase the relevance of your own campaign.
Targeting emails by inactive customers
Sometimes your readers stop being responsive to your messages. Sometimes it is because their lives get too busy. Nevertheless, sometimes, it is because they are less interested in your emails than they were when they first signed up. Targeting these inactive subscribers can help you separate the too busy from the uninterested, giving you a more profitable list.
When your email marketing is not working, putting something physical into non-responsive customers’ hands can pay off. Create a segmented list of unresponsive customers and send them something unique in the mail. With existing customers, you have the benefit of knowing their purchase history and habits.
What do you do about the inactive customers? Simply send them personalised messages. Remind them how much they liked a certain product by sending them a message with a discount for that product.
The least thing every business wants is inactive customers. After you have put out your strategy to reclaim them, remove everyone from your list who did not bother opening the email. The irony of doing this you now have a smaller but more highly targeted list, which means more sales.
When a customer makes a purchase, make sure you follow up with targeted messages that reflect their preferences and add value to their experience with your company. If you are not reaching the sales goals you hoped for, targeting your customers can give your business a similar lift by leaving you with a list of highly interested, highly engaged customers. Targeting emails makes them more relevant and interesting to the customers you are trying to reach. And interested customers means more profitable relationships for your business.
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