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EMAIL MARKETING

Using Segmentation to Optimize Email Campaigns

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How many unread marketing emails live in your spam? According to the Data & Marketing Association (DMA), just 13% of people say over half the emails they receive are useful.

Despite this (rather bleak) statistic, 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. 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? 

As a trusted Hubspot and Klaviyo partner and one of the top email marketing agencies in the US, SLTC empowers brands to address the unique needs of their customers by implementing personalized email strategies that increase opens, clicks, and conversions. We have meticulously tested and optimized thousands of campaigns, annually sending over one million for brands in eCommerce, B2B, Health & wellness brands, and more. 

Our main takeaway? Whether you’re running campaigns focused on brand awareness, lead generation, or conversions, segmenting your audience and delivering targeted content based on demographics, interests, and behaviors will get your emails out of the trash and keep customers wanting more. 

Segmentation uses a shared trait among a group of contacts, while personalization customizes content for each individual contact. For example, using segmentation you might target everyone who has bought an item with an email promoting other relevant products. However, you could personalize this campaign on an individual level 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 have come to expect personalized content that is relevant to their tastes and needs.

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Segmenting your contact list to target groups of people at specific stages in the customer journey allows you to deliver content that caters to each group’s distinct triggers, driving them to make a purchase or complete the desired action.

The results can be astonishing. Marketers who used segmented campaigns noted as much as a 760% increase in revenue

How to Segment

The intricacies of audience data and information can give seemingly endless possibilities for segmentation, leaving many small business owners feeling overwhelmed and unsure of where to start. Our advice? Keep it simple.

The types of segmentation you prioritize will vary depending on the industry, products and services you offer, and current goals for your business. Start with the basics by considering demographics, the customer journey, interests, location, behavior, and engagement. 

Demographics 

This is the most common type of segmentation used by marketers. Information such as age, income, gender, education, and employment are all demographics that can be used to segment your subscriber list.

By creating buyer personas for your ideal customer, you can personalize the messaging, content, and formatting of your campaign to increase engagement and conversions.

For instance, when implementing email campaigns for Betsy & Adam, a formal dress brand based in NYC, SLTC created segments based on age, education, and more to deliver relevant content and drive sales for prom, homecoming, graduation, and sorority formals. 

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 succinct, personalized email can help you recover a third of these otherwise lost sales. 

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SLTC used Klaviyo to segment 41,000 of The Dogists’ subscribers to deliver relevant messaging within the customer’s current buying stage. Automated abandoned email flows would be triggered when a consumer viewed a product and then closed their browser, while a different flow offering an incentive for purchase would be triggered when a consumer added a product to a cart before exiting.

Similarly, welcome and thank you flows reinforced the community and brand identity of The Dogist, expanding the lifecycle of each individual customer by making them feel seen and appreciated. 

Interests and Needs 

When was the last time a brand asked you about your interests and values? Surveys and quizzes are highly effective strategies for gathering psychographic data on your customers, allowing you to leverage personalized content based on their preferences, pain points, motivations, and triggers. 

Location 

Location-based segmentation is a commonly used strategy in email marketing. This is especially true for businesses that rely on location to drive purchasing decisions. Geographical data can be used to send information about location-based events, offers from local stores, or deliver content in the time zone of the subscribers. 

Buyer Behavior

Tracking consumer behavior on your site can help you take segmentation and personalization to the next level. Behavioral data such as past purchases, average spending, and other shopping habits enables you to create dynamic content that is tailored to your customer’s tastes. Recommending the perfect accessories for a new outfit someone purchased, setting up reminder emails for 

products that they buy regularly, or offering discount codes to shoppers who only buy off the sale rack will encourage them to keep buying from you. 

Engagement 

How often are people interacting with your content? Segmenting contacts based on open rates and click-through rates allows you to deliver targeted follow-ups. Reward actively engaged users with exclusive sales, events, or new features.

Inactive users 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. 

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Harness the Power of Email Marketing

There is no denying that email segmentation is the way to personalize emails and newsletters and deliver targeted content that speaks to your email subscribers.

Email segmentation doesn’t have to be complicated. You can kickstart your email strategy today by contacting SLTC, a proven growth partner, to help you deliver robust and effective email campaigns that protect and grow your first-party data today!

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EMAIL MARKETING

What Not to do in Email Marketing

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What Not to do in Email Marketing

Email marketing is one of the best ways to speak directly to your audience. You can build a relationship with them and create loyal customers. It is also a great way to generate traffic to your website, increase leads, and execute large campaigns.

With all of the benefits that your company can gain from email marketing, it’s no wonder that 64% of small businesses engage in email marketing. However, there are still a few important things to keep in mind. In order to be successful, you should avoid these 4 mistakes explained by 97 Switch when preparing an email marketing campaign.

Talk About Yourself

Many companies fall into the trap of only talking about themselves. They assume that since their audience signed up for emails, they want to hear all about the company and the sales. While marketing your products or services is important to do sometimes, your audience is still looking for value.

Failing to foster a relationship with them by being too sales-y will lead to unsubscribers and a loss of potential customers.

Instead, it’s important to give the audience something in return for their loyalty. Exclusive deals and sales codes are appreciated, but they also want to see educational or entertaining content in their inbox.

One way to do this is by creating content such as “you asked, we delivered” or “your questions answered” to show that you care about your customers and the feedback they give you, and it builds trust.

It’s also important to speak your audience’s language. Sometimes, companies get too caught up in trying to sound professional and impressive and end up using jargon that’s hard to understand.

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Using more simple ways to get your message across is imperative, as it makes the email easier to consume and thus more valuable.

Email Without a Purpose

While building relationships with your customers is one of the main goals of email marketing, you should keep in mind that they don’t want to hear from your company just for the sake of connecting.

Ensure that you have a clear purpose for each email you send, whether that be to inform, entertain, or motivate.

Being intentional about when to reach out includes sending timely emails. You should respond to relevant industry, company, or world news in a timely manner. Readers would find you reminding them about the last day of a sale important, and that qualifies as a purposeful email.

Part of proceeding with a clear purpose is also including a call to action in your emails. Your readers want to know exactly what you’re asking of them, and making it simple is the best way to get it. Beware of including too many calls to action, as it can be more confusing and seem more selfish than helpful.

Over Generalize

Personalization is one of the greatest strengths of email marketing, yet it is often overlooked. Simply including first names in an email makes it sound more personal and builds stronger relationships. This can easily be achieved using an email scheduling tool such as Mailchimp. Again, this is a way to build customer relationships. Research shows that using someone’s name in the subject line increases open rates by 26%. Be that as it may, personalization is more than just plugging in names.

Using an email marketing tool is also an easy way to utilize the segmentation aspect of personalization. By separating your audience into groups, you can categorize what they would each be most interested to hear from you.

It has been shown that segmented campaigns perform better than non-segmented campaigns. An example of this is categorizing your readers as beginners, intermediate, or advanced knowledge of your industry. Based on this category, you can send each segment a different email that would pertain to them more specifically.

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Your readers will appreciate that your content is tailored to their needs. Imagine sending a beginner an email that skips over the basics of a process. They would be confused and find it very unhelpful.

Now imagine an expert who is wasting time reading the basics that they know by heart. They would become frustrated and lose interest in finishing the email. These are just two examples of using segmentation to better serve your audience.

Use Poor Subject Lines

Often, people will decide whether to open an email at all based on the subject line alone. A mistake that marketers tend to make is wording the subject in a way that sounds like spam, and thus never gets opened or reaches the audience.

As we mentioned before, it is also helpful to include someone’s name in the subject line. While it might seem like a shot in the dark to form an effective subject, there are a few tips for the best open rates you can achieve.

A good subject line should be short. The ideal length for a subject is 7 words, based on a study conducted by Marketo.

However, you also want to make it interesting so that people are curious and want to know more. This curiosity is enough to encourage people to read the email.

However, you want to avoid click-baiting your readers with interesting subject lines that have nothing to do with the content in the email. Make sure that your subject is also relevant to what you have to say. Otherwise, you will have the opposite effect you’d intended by destroying trust and losing credibility.

Being Inconsistent

Simply sending out random emails is not enough to see results. You have to stick to a schedule that your readers can count on and know when to expect to hear from you in their inbox.

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The frequency can vary based on your industry and from business to business, but emailing at least once a month is recommended. The more you email, the more you will be on the top of potential customers’ minds when they need what you offer.

That being said, you shouldn’t always assume more contact is better. If your company emails are flooding their inbox, you can bet that they will either block the sender or unsubscribe from future emails. Finding a balance is key to seeing the best results from your campaigns.

You should also consider the brand voice that you are using to speak to your customers. If your emails all sound like they were written by different people, then it’s hard to gain the brand-strengthening benefits of email marketing. It is also confusing to your audience and makes it harder for them to connect with the company.

A good way to remedy this is to create a company persona, where you give a personality to the company that is sending the emails.

Are you funny and witty, or are you serious and somber? Consider strengthening your branding within the company before communicating it with the world.

Key Takeaways

You can’t expect to be perfect at email marketing, so don’t get discouraged if you find that you have made these mistakes. There is always room for improvements, and every so often it’s a good idea to evaluate how your email marketing campaigns are going.

Using analytics to track your results and adjusting your strategy will help you grow as you fix any mistakes you might be making.

By taking the time to improve your strategy, you will see the success that can carry across all your marketing efforts.

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