If you’re an email marketer who specializes in direct marketing, you might be familiar with the challenges that come with reaching consumers who are frequently traveling. More often than not, a trip to the airport means you’ve got a long layover or a wait until the next flight. It’s not always easy to find someone to talk to, or to catch a moment to himself or herself.
For those hoping to use email marketing to reach the masses, especially frequent flyers, it can be a chore to figure out exactly what to say.
Luckily, we’ve got you covered. Here are some tried and tested tactics that can help you create an effective email marketing campaign for the skies.
Personalise The Message
At some point in your email marketing campaign, you’re going to want to personalise the message. Maybe you want to segment your list based on geography, interest, or previous purchase behavior.
You can do this by tying the email’s content to information found in a customer’s account, or by taking advantage of the powerful demographic segmentation tools that are available.
Use Personal Stands-For
When a consumer receives an email from a brand or business they know or have heard of, it often triggers a natural reaction that makes them more receptive to what you have to say. That’s why it’s a good idea to use personal stands-for in your email marketing.
Instead of just using “you” or “generic subject line” as a stand-for, consider replacing it with a name, relationship, or a unique piece of information about the person you’re marketing to. For example, “John Smith from London”, “John’s Catering”, or “Lose 10lbs in 10 days – yes, really”.
If you want to create an effective email marketing campaign for the skies, consider using video content.
Unlike text content, videos allow for more interaction between your audience and yourself. If a consumer watches a video and likes what they see, they’re more likely to be influenced and perform an action, such as making a purchase or subscribing to your newsletter. And since video content can be interactive, you can show them something exciting, unique, or helpful that they might not learn about otherwise.
Incorporate Social Media
When you’re creating an email marketing campaign for the skies, it’s important to keep in mind the audience you’re going after. Are they interested in fashion, food, fitness, or travel?
Consider incorporating social media platforms such as Facebook and Twitter to grab the attention of your target audience. And don’t just use social media to advertise. You can encourage your followers to join your mailing list, or to try your products or services. By using social media in this way, you’re not only targeting someone who is most likely to be interested in what you have to say, but you’re also engaging with someone who could become your future customer. And that’s all thanks to social media.
Segment Your List
Even if you’re sending similar emails to hundreds of thousands of people, you can slice your list into segments to customize your message and maximize the impact of your campaign.
You can use tools, such as HubSpot’s Personas, to identify key characteristics, interests, and behaviors among your contacts. Then, you can target specific segments of your list with different pitches, sending the right message to the right person.
Here’s a tip: If you’re running out of ideas for what to say in your next email campaign, check out what’s popular with your target audience. Then, you can adjust your strategy based on what they’re responding to.
Monitor & Measure
Just because you crafted an amazing email marketing campaign that perfectly aligned with a person’s interests doesn’t mean they’ll always remember you when they’re in need. To ensure you’ve reached your target audience, track the performance of your email campaign using tools such as HubSpot’s Email Analytics. This way, you can identify the most effective strategies for reaching your audience and which ones to replicate.
With email analytics, you can track the number of people who opened your email, the portion of the population that interacted with it, and the actions taken (e.g. clicks, skips, or deletes). From there, you can determine the effectiveness of your campaign.
Additionally, measuring the results of your email campaign and adjusting your strategy based on what you found is crucial to the growth of your business. If you’re looking to boost your game, look to the data, and you’ll be able to identify the most effective strategies to use.
Creating an effective email marketing campaign for the skies doesn’t have to be difficult. With these tips, you’ll be able to reach your audience and drive action, leading to increased revenue and growth.