Email marketing is one of the most effective and inexpensive ways to communicate with customers and prospects, and it’s a critical part of any marketing strategy. With email marketing, you can reach people where they are and give them useful and interesting information when they’re most likely to be receptive to your message. Customer segmentation helps you target the right people with your emails and allows you to build more effective marketing lists.
Why Are People Still Using Paper Mail?
You might be wondering why people are still using paper mail to send letters and packages rather than using email marketing to connect with customers and prospects. Email marketing is more convenient for customers since they don’t have to think about paper mail, and it’s more effective for businesses because it gets the message out to the right people at the right time. Even though email marketing is easier and more effective than paper mail, however, it still isn’t being used as much as it could be in some industries.
To make matters worse, the US Postal Service charges businesses a flat rate for each piece of paper mail they send. So, even if you send hundreds of letters a day to your customers, the cost is the same as if you sent ten pieces. This makes it more expensive for business to use paper mail rather than email marketing.
What is Customer Segmentation?
Put yourself in your customer’s shoes for a moment. What information do you need to know about your customers to be able to target their needs and to offer them the best possible products and services? You might be wondering what sets one customer apart from another. Does one customer prefer to pay by credit card while another does not? Is one customer in a different geographic location than another?
When you put yourself in your customer’s shoes for a few moments, you can begin to see the value in customer segmentation. You can use this information to identify your most valuable customers and to decide which ones get priority when it comes to your product or service offering. You can also use this information to craft an email marketing strategy that will reach your target audience.
To segment customers, you’ll need to set up a custom field in your database. The field should be called customer_group, and it should contain values that will allow you to organize and label your customers. For example, let’s say you sell shoes and you want to target women between the ages of 18-24 who like to party. You could create a customer group called “party girls’ shoes’” and add a few relevant values to that group such as “age”, “income level”, and “favorite party shoes”. Once you’ve made the group, you can begin using it to segment your customers. You can then send out email campaigns to those with the same or similar values. Doing this will make it much easier to target the right audience and increase the chances of conversion. You can find more information about segmenting customers in the Appendix below.
How do I start email marketing?
As mentioned above, with email marketing, you can reach people where they are and give them useful and interesting information when they’re most likely to be receptive to your message. So, to start marketing through email, you need to have a list of possible addresses. You can make that list by taking an existing database and adding the relevant people from that database to your email marketing list. Alternatively, you can begin with a blank database and add people manually or through an automated tool. Just make sure that you comply with the CAN-SPAM Act of 2003 and let your readers know that you’ll be emailing them.
What format should my emails be in?
You want to communicate with your customers and prospects using the most effective and convenient means possible. While plain text emails are still perfectly viable, you can take advantage of the fact that people have become highly accustomed to receiving messages in inboxes in the form of short-form content. Sometimes, breaking the email down into smaller segments can improve the overall delivery rate of the email.
For example, if you’re sending a short email with a link to a blog post, you can use the subject line to draw the reader’s attention to that specific segment of the email. You can also use the email’s content to provide more details about the product or service offered and to highlight how that product or service will solve the reader’s problems.
Where should I send my emails?
Since you want to communicate with your customers and prospects using the most effective and convenient means possible, you want to send your emails where they’re most likely to be opened and acted upon. You can choose to send your emails to your prospective customers’ inboxes or to a separate mailing list. If you choose to send to individuals rather than to lists, you’ll need to create individual email addresses for each person you send email to. You may also choose to use an email service like MailChimp or Mad Mimi that allows you to send email to groups or a list of people you choose rather than to individual addresses.
How often should I send email updates?
Keeping your customers informed is one of the most effective ways of earning their loyalty and trust. You can increase your customer’s loyalty by occasionally sending a quick email with important news or a special offer. Additionally, you can make it a point to send an email every month or every other month to keep your customers up-to-date on the latest news and offerings from your company.
However, how often you should send these emails depends on your product or service and the industry you’re in. Sometimes, a weekly email is sufficient, but for some industries and products, you might want to consider sending an email every other week or even once a week to maintain interest in your customers. The fewer updates you send, the more your customers will believe that you aren’t actively working to find new ways to provide value to them.
What should I include in my emails?
You want to include as much useful information as possible in your emails. You can begin by including the things that will make your customers interested in your offer or product. Does your product solve a commonly occurring problem? Does it offer unique benefits that will make your customers interested in your product?
As discussed above, breaking the email down into smaller segments can often improve the overall delivery rate of the email. This is also true when it comes to content. Sometimes a longer email with dozens of paragraphs will work perfectly fine, but for some industries, products, or offers, a shorter email with key points can significantly increase the chances of the email being opened and acted upon.
How should I end my emails?
You want your emails to be effective and interesting. One easy and effective way to make sure that your emails are interesting and effective is to include a call-to-action (CTA) in your emails. In other words, what do you want your customers to do? You might want them to click a link, make a purchase, or, in some cases, sign up for your mailing list. Make sure that your CTA is relevant to the customer and that it’s easy for them to understand what’s being asked of them. Remember that your customers’ minds are on other things while they’re reading your email, so make sure that your CTA grabs their attention and compels them to action.
Additionally, you can use a tool like CTASignup.com to create a quick and easy opt-in form that will allow you to easily collect your customers’ email addresses. If you want to see how your email looks in real life, you can preview a sample of the email in your email service’s inbox.
Creating effective email marketing campaigns isn’t difficult. It just takes a little bit of time to figure out what will work best for your product or service and for the particular audience you’re trying to reach. With a little bit of trial and error, you can start seeing the results of your efforts in the numbers rather than in vague hunches or intuitions.