Targeted email lists allow you to hyper focus your email marketing campaigns on specific audiences. Yet, there’s often a confusion on what the exact benefits of a targeted email lists even are. We’re here to answer that question in a way that also helps stimulate some new ideas in how to create email campaigns. Step One. Set-up Filters Creating email lists starts with segmenting your audience into different categories that they’ve either opted into themselves or that you’ve placed them into. When they’re subscribing for emails, often them boxes to check into based on information you’re going to need to market to them. This can include anything from location, age, salary, career, interests, etc. Go further. Don’t just categorize your email subscribers but work to create profiles for each of them based on interaction with your company or organization as a whole. You can further their profile by making it a point to regularly track their preferences along each engagement opportunity. When you’ve got a profile for your customers you can engage in predictive marketing that lets you anticipate needs based on buying patterns. In this way, you’re using big data strategies to better leverage your email marketing tools in order to grow your business and increase consumer loyalty. Create sales-based campaigns Your email marketing efforts can be reactionary. Rather than always relying on new email to send out based on what you need to do, how about sending out emails based on how customers have acted. In this case, go through and create a benchmark for something like purchase amount. Say for example that the benchmark is $500 in sales over the last month. Figure out how those clients are and then create a targeted email list that thanks them for their business, offers a coupon that catches their eye, and feature 2-3 products they can spend that coupon on. Of course, they can spend the coupon on anything but showing them a product also helps generate more sales. The thought being, “I really like this product and hey here’s a coupon to use toward it too!” Peddle through the buying cycle Revisit other sales or furthers the buying cycle. Popular online retailers will, for example, track what products you’ve been looking at. If you haven’t completed the sales cycle, they’ll then trigger an email marketing campaign designed to encourage you to complete the buy and make the sale. It’s not a customary email list as people always view them – which is a list at the front end. By thinking about where your customer is at either purchasing levels or the sales cycle, you can create new lists that further your conversion goals. Take advantage of reporting tools You can go beyond just email click-open rates. When you place links within email marketing campaigns, you can go back and see which links were clicked on. Having access to this information gives you another competitive insight into what’s motivating readers – and then you can further target future emails around that content and even around those readers.
If we’re driven by productivity and efficiency, then what we produce during that time also needs to both productive and efficient tools that keep generating momentum. As a rule, every single marketing piece you create needs to have a longer shelf-life than just the immediate use of that marketing piece. The same holds true for email marketing campaigns. On average it can take anywhere from about 5 to 15 hours to create a customized email campaign. You need to formulate the template (if you’re using a new design), brainstorm a message, develop the content, and piece it all together before giving it a final look over. It’s an investment of your time – so shouldn’t your investment be something that can be maximized after the initial release? It should and it does. Every single targeting email campaign that you send gets put into an archive. Yet, unlike your email archive, your email marketing campaign archive should be tapped into again and again. Here’s how. Throwing Your Social Media Manager a Bone The one person in your team that will love you endlessly if you share these email campaigns with them is your social media manager. Now, unless you’ve actually walked in their shoes, which I have, no one really understands how anxiety-ridden active social platform management can be. You’re constantly looking for content to share and cross-post. And if you’re following the rule of frequencies, you know there’s a fine ratio for how many re-shares you can do compared to direct links back to your site or product. And sharing contently directly from your site can seem ‘spammy’ while sharing blog posts have a more limited lifespan unless a specific subject pops up again. However, email marketing campaigns are greatly underestimated. When you’re at a total loss for what to share, share an old email campaign. Looking for a specific post for a segmented audience? Try out an old email campaign catered to that segment. There’s another reason that going through email archives is a good idea: “Unlike a tweet from Twitter or a posting on Facebook, an archived version of your emails is static and likely to be indexed by search engines. You want your archived email to be listed in search engines so that people can find it in a keyword search. Two of the best ways to drive traffic to your email or HTML newsletter is to use Twitter and Facebook to draw attention.” Yet another way to do that is through using email archives in the signature portion when commenting on forums and messages boards. Breathing New Life Into Blog Content Depending on how frequently you’re posting blogs, it can become pretty wearisome and taxing to keep developing ideas for and producing new blog fodder. If the same person managing your blog is also doing the writing, you can bet that they’re pretty burned out. Writing blog content is an extensive and exhausting task – if it’s done right. The time spent doing that takes away the time your blog manager could be curating new ideas. That’s said, repurposing old email archives would be highly welcomed by this member of your marketing team. It only gives your content manager much needed breathing room, but it also gives them the opportunity to customize posts based on specific target markets that either use one-off email campaigns or that start looking at the bigger picture. The benefit of giving social and blog managers access to archived segmented email marketing campaigns, is that it allows them to also see exactly what demographic you’re trying to reach and which campaigns were most successful. From there, then can duplicate the effort on the social and blog side of things. In fact, they can and should be working together to mirror efforts on both fronts. Of course, it also helps if you expose your social and blog content manager to resource that help them learn how to maximize the tools at their disposal. If you don’t have an emailing marketing manager who can direct them, then take advantage of free training resources so you can optimize your campaign and make use of targeted marketing strategies. Want to see more on Targeted Emailing? Watch our latest Ask Andy video!
Email marketing is kind of like archery. A bullseye would be a conversion on the goal of your email. Making a sale, getting someone to register for your events, etc. However, there are varying levels of success. Hitting the target, but not the bullseye, could mean raising brand or product awareness. Even a complete misfire, in the form of an unopened email, could just be branding in terms of a subscriber seeing your name in their inbox from time to time. Benchmark Email has introduced a way to make the whole target the bullseye. Enter Targeted Emailing. Targeted Emailing allows you to identify specific groups of your subscribers. You can discover your biggest fans. The ones who open every single email you send and/or the ones who click on the most links. You could offer a special promotion to the people you know most look forward to your email campaigns. General Clicks and Opens Gone are the days of wondering who the individuals are with which your email campaigns are most successful. You can identify your most loyal subscribers by seeing the group that clicks and opens your emails the most. You could establish a loyalty program with that information or find other ways to reward your biggest fans. With this option, you can choose from the last 50 sent campaigns (that are at least three days are older). Select the campaigns you’d like and your most loyal subscribers will be revealed. Then you’ll have the option to decide if you want this list to be based on all of the emails you’ve selected or some (or one) of the email(s) selected. Then pick if you want the list to be determined by Clicks or Opens. Create the list and fire away at that bullseye. Click Focus The process is similar for this option. However, instead of picking between opens or clicks, you can identify the specific links clicked to identify engaged subscribers. There’s big advantages to this option. You can created targeted lists based on specific lines of products, to make sure you’re sending the most relevant content to your subscribers. Say you’re a clothing store that offers clothing for both men and women. Sure, some customers may shop for themselves and a significant other, but there’s probably also those that don’t care to see the latest trends for the opposite sex. Same applies to a pet store and cat or dog owners, etc. Discover the Unengaged Equally as valuable as discovering a list for the above two categories, is the ability to know who is not engaging with your email campaigns at all. You can do this through the General Clicks and Opens option. With that important information of who is ignoring your emails at hand, you can do a few things. One is to simply clean your list of these addresses. You don’t need to be sending to individuals that don’t want to hear from you. It will save you money on your list size and improve your deliverability. Another option is to attempt a reengagement campaign with this inactive subscriber list. Try something whacky or outside the box. You may get their attention when you try something new. If this fails, then you can clean your list as mentioned above and reap those benefits. How to do Targeted Emailing Targeted Emailing is included with any paid Benchmark Email account. Simply login to your Benchmark Email account and select Targeting Emailing under the Tools tab at the too of your dashboard. Choose which option you want and follow the instructions from there. The path to hitting your bullseye has never been easier. With Targeted Emailing, you can be the Katniss Everdeen of email marketing. Did you really think I was going to get through a whole blog post that touched on archery and not squeeze in a Hunger Games reference? Shame on you (but probably mostly on me).