Recently my craft beer-connoisseur husband and I were at a large beer and wine store across town. We don’t frequent it too often but tend to stock up on the same thing when we’re there — a mixed selection of craft beer. So I was a bit surprised to find their rewards program (which tracks our purchases) emails us only with their latest wine offerings.
It’s a well-known fact that targeted, relevant content will deliver superior results. The number of emails the average person receives each day is steadily climbing, making it harder and harder to stand out in the inbox. Email marketers need to be proactive in targeting their communication to stay relevant. This particular store missed the opportunity to send us valuable content based on our buying habits. Here are three other easy ways to jumpstart your audience segmentation efforts to better serve relevant, targeted content.
1. Fix your email marketing by using basic demographic information
Basic demographic information —age, gender, company position if you have it— is one of the easiest ways to start segmenting your audience. For example, a client of ours hosts a recurring event in which they value having balanced demographics in attendance. When they noticed a surge in female applications, they were able to directly target their male subscribers to encourage registration, achieving their goal. Another example—let’s say a financial advisor is expanding on their retirement planning services—they can easily let clients who are more likely to jump on this new feature know by targeting based on age or career position.
2. Fix your email marketing by being location sensitive
In addition to using a reader’s geographic data to promote regional sales or events, you can space out the sending of your emails based on the ideal time in each time zone. Or let’s say you have multiple offices or stores across the country. If your email marketing platform supports dynamic content, you could even include the contact information of only the location nearest to each user — all from a single email.
3. Fix your email marketing by utilizing historical data
By taking a peek at your email response data, you can easily find your most loyal subscribers and those who have not opened in a while. You can use this information to reward your loyal subscribers with a unique discount code or a sneak peak at an exclusive new offering. You can also try win-back the others with a re-engagement campaign.
These are just a few ways to leverage your data to deliver the best email content to your readers. Of course, the more information you have, the better you can target your emails. Read tips and strategies on collecting this information from your readers.
Want more ideas on how to fix your email marketing?