Now in the digital age with the modern hi-tech world, emails still have potential in marketing. Targeted email marketing is not new but it gets better with new tools.
It is a fact that almost every customer logs into their email daily and that makes marketing emails highly effective because people who buy as a result spend 138% more than people who don’t get those emails.
According to DMA, the typical ROI in the United States is 4,300 percent, an astounding rate of return. As of now, we don’t have good numbers yet still it would be interesting to see how the ongoing pandemic affects email marketing ROI.
When you use personalised emails as part of a targeted email marketing campaign you will get higher than average email marketing ROI. In fact, personalised email marketing conversion rates are around 6x higher than non-personalized emails.
What is Targeted Email Marketing?
Targeted email marketing is a strategy that improves your ROI, sales, and profits by sending out personalised content to the inboxes of the most relevant customers at just the right time.
With all the information about your customers, you can send tailored messages to specific sets of subscribers. You target them based on interests, age, gender, and more. You have to segment and personalize your email marketing.
Benefits of Targeted Email Marketing
When targeted email marketing is done right, it makes your customer feel important that they are receiving valuable information that can help them or their business.
To engage more and more subscribers and to improve customer retention targeted email marketing is important. It also offers greater customer lifetime value. Here are the following benefits of targeted email marketing:
Targeted email marketing ensures that your subscriber receives information or content that is relevant to them, whether it is for any new product launch or any other information. Irrelevant information may irritate your subscribers, leading them to unsubscribe from future communications.
2. Increase user engagement
Targeted email marketing help in increasing user engagement. When you deliver the right content to the right segmented customer, customers will get encouraged to get engaged. It increases ROI up to 760% when you send them targeted, segmented campaigns.
Targeted email marketing help in building a good relationship with your customers. Customers like personalised messages and emails. It shows that you understand the customer’s needs. It builds a trusted relationship with your customers.
Targeted email marketing increases revenue. Personalization converts your audience into loyal subscribers which will increase sales and it will increase revenue. Companies that provide a personalised customer experience will likely get increased revenue of 6–10% compared to those that don’t.
Customers value the content that shows their interests and needs. Any personalised mail or message that emphasises their need and problem will gain their attention. They like to retain that company or brand for longer times that solve their problem or need.
How to create targeted email marketing?
Creating targeted email marketing is a 5 step process:
Step 1: Collect your data
First of all, you have to collect all the data and segmented it for creating personalising emails or messages. With the help of collected data that you gathered from platforms, you have to analyse and organise that data. There are many tools and software that will quickly and easily help you segment the data.
NotifyVisitors segmentation tool segments users according to their behaviour, geography, and technology. You can get all valuable insight from users and make your strategies according to them. With all this detailed data it categorises users into segments.
Step 2: Create your customer’s personas
After gathering all your customer data and segmenting it, create personas. Create user personas based on your potential customers so that it can help you understand them more. Determine your market, and your audience to whom you want to present your product.
Try to figure out your audience, their preferences, location, age, etc. that will help you to make an image of your target audience and prepare relevant content for the users, and deliver it to them.
Step 3: Make target-based content
After creating personas, now make target-based content. The content that targets what you know about the needs and wants of a particular customer group. Use all the information of customers to prepare content that encourages users to engage more.
Use images, keywords, and tag lines for emails that provide relevant information to the users. Make your content target base so that it will catch the customer’s attention which gains you more profit.
Step 4: Use a great email marketing platform
Email marketing has a lot of potential. By using the right email marketing platform you can boost its value. The right email platform will segment subscribers and will set up an automated sequence of emails targeted and personalised content to subscribers.
Step 5: Test and analyse
After doing all these steps and using the right targeted email marketing you need to check or test whether it drives conversion or not. You can test by using A/B testing to know the subject line, the content of your emails, CTAs, or timing.
By measuring these metrics, you can see whether your targeted emails are going well or not. You have to check whether the results of your campaign have met your marketing goals. And, if not, then you have to make adjustments and test again.
How to use Target Email Marketing?
Personalising your email marketing is essential for boosting conversion. The best way to master targeted email marketing is through testing and analysis.
1. Behaviour-based target email marketing
Emails that target customers based on their behaviour are behaviour-based emails. Customer data are segmented based on customers’ behaviour with the help of tools and software. Cart abandonment emails are the best example of it.
When a customer doesn’t complete an online purchase or leaves their items in their cart. Companies send these emails to encourage potential customers to come back and complete the process.
It is very effective as nearly 20% of abandoned cart emails result in a sale. Emails based on behaviour also depend on things like email opens, link clicks, etc.
2. Demography-based target email marketing
The most common way to target your subscribers is by using demographic data. You can target your subscribers based on their demographic location. Demography-based targeting emailing is important for developing personalised and trusted relationships with your subscribers.
You have to segment your customers based on confirmed customer data and you must research clearly.
3. “Inactive subscriber” based targeted email marketing
Most people have logged in to their email daily, they open the most relevant emails only. And might send, click links and share emails with their friends. Over time, user engagement may drop off then you have to realise that.
Whatever the reason for low engagement you have to send them a targeted email telling them about some new offers or discounts or promotion codes that will attract them to come back and re-engage.
And, if they’re still not biting, it gives you a chance to clean your email list and target your marketing efforts toward engaged subscribers.
4. Time-based targeted email marketing
Time-based targeted emails are emails that get active on certain dates or after a specific time period.
The best example for it is a discount code on birthdays or special occasions, seasonal promotions, or a reminder to repurchase a product that should be consumed for some time period. Targeted emails like offers holiday offers and birthday promotions tick several boxes.
They’re personalised, for customers, and customers appreciate that, and it makes them feel special, which may encourage a purchase. Emails that contain a discount or birthday gift are worth the effort. Birthday emails generate 342% more revenue than other promotional emails.
5. Targeted emails based on subscriber type
In target email marketing it is important to create targeted email marketing based on subscriber type. For example, you have subscribers that are new or existing customers and you are sending out an email offering a promotion for a Memorial Day sale.
You would offer new customers $10 off on their first purchase of any amount. And for existing customers, you would offer $20 off purchases over $100 as you know that customers will make larger purchases.
It is important to understand your subscribers and develop a good relationship with them to get the most benefit from your campaigns.
6. Targeted emails based on custom parameters
These are the emails when you want to send a promotional email based on custom parameters. For example, you have an international eCommerce business and you develop products that are only available in certain countries.
So if you want to launch an email campaign to those subscribers which are on particular locations alone like you decide to run a beach discount then it is different for your customers in Australia (whose winter runs from June to August) versus the customers in the UK (whose winter runs from December to February).
Targeted email marketing is the best way to increase ROI, sales, and profits. You master targeted email marketing through testing and analysis. Targeted email marketing needs customer information so that it can be used to make content more personalised and target the audience well.
Audience segmentation is a very important and crucial part of targeted email marketing. Email marketing still has its importance and targeted email marketing improves its value. Therefore we recommend you to try NotifyVisitors, a great email marketing platform. To know more about us, schedule a free demo.
1. What is Targeted Email Marketing?
Targeted Email marketing is a strategic marketing method in which segmented customers are targeted with personalized content via emails which helps in getting higher ROI, sales, and profit.
2. What are the Benefits of Targeted Email Marketing?
Here are a few benefits of targeted email marketing: –
- Increase user engagement
- Higher ROI
- Increases revenue
- Build good relationships
3. How to create targeted email marketing?
It is a 5 step process: –
- Collect data
- Create customers’ persona
- Prepare personalised content
- Use the right email platform
- Test and analyse
4. How to use Target Email Marketing?
Here are the six points on how to use Target Email Marketing: –
- Behaviour-based target email marketing
- Demography-based target email marketing.
- “Inactive subscriber” based targeted email marketing.
- Time-based targeted email marketing.
- Targeted emails based on subscriber type.
- Targeted emails based on custom parameters.