It is no surprise that email marketing is one of the sharpest tools in a digital marketing consultant’s arsenal. Although it gives one of the highest ROIs compared to either marketing method, which gives it its edge is that it is reasonably easy to execute. Building successful email marketing campaigns has never been more vital for a business than it is in this day and age.
Companies are frequently flooded with content, so it makes more sense to use targeted email marketing. The audience is the central piece of the puzzle, and in this article, we will discuss top strategies that you can employ to find your target audience.
Finding the Audience
An email marketing campaign and defining its target audience go hand in hand. Email marketing is not only practical to market your products and services but also helps to spread the word about your company. The idea is to leverage newer technologies such as AI and use big data to find your targeted customer segments or even individual customers. Sending bulk emails to every customer on your subscription list is rarely a good idea, especially when targeted emailing has become the norm.
If you want to increase your ROI while being relevant to your customer base, you should always pursue segmentation of lists. It is especially true in the cases where you start-up a business in another geographical location. An email marketing consultant can help you take the right steps and make your brand better known in that location. Email marketing can surely help you maximise your company’s revenues and take them to another level if done correctly.
Think like the Customer
Companies design their email marketing campaign based on a customer’s past purchases to effectively reach a new audience. Email marketing lists are made up of customers who business owners have already interacted with in the past and possibly have had cordial relationships. It can be of great help if you know what they have bought from you in the past to learn about their individual needs and examine what role your products played in their lives.
You might also be able to get a fair idea of the challenges that they might have faced so that you can avoid them when you decide to launch and develop your newer products because knowledge is power, after all. Many brands lack these days because they fail to gauge their customers’ fundamental pain points, concerns, and motivations. If you think on behalf of the customer rather than from a marketer’s perspective, things can turn around when you create your marketing strategies.
Target your Audience by their Likes and Dislikes
This section is dedicated to those marketers who believe that the emails don’t even reach their customers’ inbox. Suppose you are wondering why to read the emails. The most probable reason for this is that email senders often hit spam filters while sending out their emails because their email content is laden with irrelevant text and sent to unengaged subscribers.
This approach may seriously affect the company’s reputation, and even sales might take a hit because the emails don’t fulfil the purpose. The key is to start using email is segmentation, where you can send out targeted content to those customers that think that the content you are offering is relevant. Segmenting can boost your deliverability rates by a large extent.
You can take care of your customers by educating them about your company’s ethos and messaging. Only after they know what your company is all about, they can begin trusting you. As far as inactive subscribers are concerned, you can deal with them later using reactivation campaigns and win-back schemes.
Target Inactive Subscribers
It happens many times that your subscribers stop responding to your emails because they have lost interest. You can use your relationships with your existing customers to calculate precisely where the problem lies. After this analysis, you can see for yourself what the future holds for your company. Knowledge about these gaps can help you in attracting new customers as well. It may help to note that every subscriber you reach out to might not be interested in the services you have to offer. That’s where targeted emails step into the picture because they help you in ushering prospective clients through your revenue cycle. After you have segmented your lists, you can understand why a customer needs your product or service.
You can try creating surveys to understand things about your target audience and their individual needs. Know what makes them click and what they might be interested in, as part of every email campaign. Building a reliable targeted messaging system is what you should aim for so that your customers can count on it. The point is to make the process so seamless for the customer to hit the ‘Purchase’ button without putting much thought into it.
Chris Donald is the Director of InboxArmy, a Professional email marketing agency that specializes in providing email marketing services from production to deployment. He has worked directly with Fortune 500 companies, retail giants, nonprofits, SMBs and government bodies in all facets of their email marketing services and email campaign management programs since almost 2 decades. Chris’s success track record covers building email programs at competitive email marketing pricing and using data-driven strategies to turn around underperforming accounts.