Despite this rather bleak statistic [only 10% of emails are opened], email marketing is still an effective channel to nurture leads and increase conversions, generating one of the highest returns on investment—$36 for every dollar spent. So it's no wonder that 81% of B2B marketers say their most used form of content marketing is email newsletters!
But how can you ensure your email communications don't fall on deaf ears?
Segmentation focuses on targeting a group of consumers with a common trait or factor, while personalization involves individually tailoring content for the specific needs of the individual. Segmentation and personalization in email campaigns can be used together, or they can exist independently. For example, using segmentation, you might target everyone who has bought an item with an email promoting other relevant products. However, you could also personalize this campaign individually by using each contact's purchase history to share recommendations unique to them.
Why Segmentation Works
In a world where technology continues to influence nearly every aspect of our personal and professional lives, consumers expect personalized content relevant to their tastes and needs. Segmenting your contact list based on the relationship they have with you and targeting each group at specific stages in the customer journey will allow you to deliver content that caters to each group's distinct triggers, driving each group to take part in different actions (in this case buying a product or service).
Marketers have witnessed an increase in up to a 760% rise in revenue through segmented campaigns.
How to Segment
It would be best to prepare when you start building your audience persona. For example, you might think you know all there is to create a targeted list, but have you considered retargeting campaigns?
The types of segmentation you prioritize will vary depending on the kind of products and services you offer, your customers' needs and wants, and current goals for your business. Start with the basics, such as demographics, customer journey, interests, location, behavior, and engagement.
Abandon Cart Flows
Tired of seeing abandoned carts in your online shop? You're not alone. In 2021, almost 80% of online shopping carts were abandoned. Re-engaging these visitors with a brief, personalized email can help you recover a third of these otherwise lost sales because getting customers involved right when they are most interested in your products is the best way to bring them back and make them feel appreciated as they consider buying from you.
Interests and Needs
When was the last time a company asked you about your interests? Surveys are highly effective strategies for gathering behavioral data on your customers, allowing you to leverage tailored content based on their preferences, pain points, motivations, and triggers.
Location
Location-based Startup Marketing Consultant is already a well-known strategy in email marketing. This is especially true for businesses that operate on location-specific information to drive purchase decisions. For example, geographic data can send out information about location-based events, the local store offers, and time zone-specific content for subscribers.
Buyer Behavior
Purchasing the right items for your online shop can be challenging. Personalization is one new way to bring customers back to your site. Dynamic content means relocating consumers who often shop to show them what they like and what they might like, based on past purchases and other shopping habits, such as average spend, time of year, and so on.
Engagement
How often are people engaging with your content? Segmenting users based on open and click-through rates allows you to deliver targeted follow-ups. Reward actively engaged users with exclusive sales, events, or new features. Inactive contacts or new subscribers might need more information about your brand or products. A/B testing your email subject line can help you optimize copy and increase your open rate over time.
Digital Agency Wellington is an excellent option to go for if you are a budding startup. Reach out to Ambitious before anything.
Source URL:https://ambitious.nz/email-marketing/
