We all know the benefits of email marketing. It is a very cost effective digital medium that will allow you to communicate with your current and potential customers. But, if you don’t use this method properly, you emails, which are mostly unsolicited, will soon become spam email. This will make the people who receive your emails either ignore it every time, delete it or get irritated every time they receive your emails.
However, there are email best practices that you can apply which can assure you that the people receiving them would be interested and take time to read them.
The way to do this is to deliver relevant information that actually interests your target audience. And the way to know what information is relevant to what audience is through segmentation and targeting.
In email audience segmentation, the email list is divided into small groups that have basically the same attributes. This makes your email marketing more targeted. Targeting your audience with relevant content is an effective and efficient way of having your emails well received and read.
There are many other benefits of email segmentation aside from delivering relevant information to them. With segmentation you will get a good glimpse of how your customers behave. This is also a tool by which you can identify your most valuable customers so that you can create relevancy for them. This then will help you address their specific needs through your products or services.
There are many ways to segment your email audience. You can check their lifestyle, purchasing habits or purchasing history, what you can or should contact them about, products that you have that they need, demographics and business.
When you have segmented your email list, you can then apply it to your existing data. Determine which key attribute to use for each list.
You will want your lists to be clean and accurate so you need to constantly test and reevaluated them over a period of time. Nobody wants to receive an email about a product that you have just recently bought.
Tracking the results of your campaign would allow you to know the behavior of your audience. Tracking will help you sort through and whatever you have learned from it can be applied to your future campaigns. What is great in tracking is that people who read the email can be identified and also those who have clicked on links. Subscribers and unsubscribers can also be tracked and you can also ask their reason why they unsubscribed.
Although at the beginning, you might find it difficult, but eventually segmenting and targeting can accomplish its purpose of getting your email audience interested in what you are telling them.