There is a lot of customer relationship software (CRM) available to assist businesses with managing effective email marketing strategy. While these CRMs can definitely help you manage your email marketing, there are some important techniques that you should consider before you implement an email marketing strategy.
Segmentation is a process of separating potential or existing customers into clearly identifiable groups based on similar characteristics. This is really important to consider as you develop your email marketing strategy. It allows you to more specifically target your customers with offers and content that are relevant and valuable to them. Let’s look at some of the ways you can segment your email lists.
For many marketers just starting out with an email marketing strategy, segmentation begins with demographics. The term demographics refers to a wide variety of attributes. Some examples of demographic information are age, ethnicity, gender, income level, education level, and family size. Professional demographics could include attributes such as industry, company type, company size, and position at a company. These types of information can tell you a lot about what people might find interesting or valuable, which helps you decide what content will be relevant to them.
If your business serves a broad customer base that encompasses a large variety of demographics, segmenting by geographic area is a great technique for your email marketing strategy. This is particularly helpful for smaller businesses that serve specific local or regional areas.
For a more focused email marketing strategy, psychographic segmentation can be very helpful. For psychographic segmentation, you divide your audience into groups based on psychological attributes. Some example of psychological attributes are interests, lifestyle preferences, values, and personality traits. This type of segmentation is great for really narrowing down your groups, which allows you to focus your email marketing strategy very specifically.
If you think that a more specifically targeted campaigns are right for your email marketing strategy, behavioral segmentation is a good option. Behavioral segmentation is another highly focused type of segmentation based on audience behavior. With behavioral segmentation, you divide your consumers into groups based on specific behavioral patterns that they display while making purchasing decisions. Here are some examples of behavioral patterns that you could use to segment your audience for your email marketing strategy.
Analytics tools allow you to collect a lot of information about your leads. You can use that data to personalize your emails.
A basic example of email personalization is using the recipient’s name as opposed to something general such as “Hi, Customer”. You can also use the recipient’s name in the subject line.
More advanced personalization techniques involve tailoring the content of the email based on the recipient’s data. This makes the email more relevant to each recipient, which increases the click through rate. For example, you can market a specific product based on the recipient’s purchase history. You can also personalize imagery within the body of your emails.
Many businesses send emails from generic accounts. These generic accounts might be something like “firstname.lastname@example.org” or “email@example.com”. Using a personalized email address as the sender is far more effective. Furthermore, personalizing the signature in the body of the email is also a good idea. Instead signing the emails with something like “The My Business Team”, use your name or the name of one of your employees. These tactics create personalized communication from your brand to your audience. This kind of communication builds trust, credibility, as well as customer loyalty.
Email automation is a basic trigger and action system. When a user performs a specific action (the trigger), then the system sets that user up to receive a specific email or specific set of emails (the action). One of the best benefits of email marketing automation is that you only have to set up the email once. After you’ve set up the email marketing campaign, the emails will automatically be sent to any user who meets the defined trigger.
There are a lot of benefits to email automation for your overall email marketing strategy. Essentially, you can automate your email campaigns for any trigger, and you’re only limited by your own creativity. Here are a couple of basic types of email marketing campaigns that you can automate.
The goal of lead nurturing campaigns is to drive people into your inbound sales funnels. These sales funnels are designed to keep people engaged with your business. Here are some of the basic tactics for creating a good lead nurturing email marketing campaign.
Email automation software makes it super easy to personalize your communications. Simple elements, such as using a recipient’s name in the subject line, can make a huge difference in your open rate. Unlike other forms of digital marketing, email marketing is direct, one on one communication with your audience. Personalizing the emails definitely increases the open rates.
You can also use the recipient’s name in the email for an additional personal touch. When considering the content of the email itself, use a more casual tone. Think of it as if you were writing an email to a friend. This email marketing strategy is great for creating the feeling that you company is personable and approachable.
Email marketing is one of the oldest digital marketing approaches. However, it’s also still one of the best methods for forming and maintaining customer relationships. A lot goes in to developing a strong email marketing strategy. From choosing a software to manage your email marketing campaigns to developing individual email marketing campaigns, there are a lot of decisions to be made. If you need help, a digital marketing agency can develop an email marketing strategy that works with your overall digital marketing strategy.
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