I have been using the same email marketing tool for over a decade, and I’m proud to say Kit is still my favorite. I love how friendly the emails are, how they are consistently relevant, and how they fit perfectly into my workflow. Plus, I love that it’s integrated with Shopify and can be accessed from any device.
But who does Kit send email marketing to from Shopify customers? Is it real people like you and me, or is it automated email testing accounts? In this article, we will discuss the demographics of the people that Kit sends email marketing to. Also, we will dive into some of the tools that I’ve found useful in analyzing email open rates, click-through rates, and more.
Open Rates and Click-Through Rates
One of the first things that you’ll want to focus on when you set up your email marketing campaign is the open rate and the click-through rate (CTR). The open rate is the percentage of people who have opened your email. The CTR is the percentage of people who have clicked on a link in your email (such as a call-to-action button or a button that takes the user to a product page).
Higher open rates and click-through rates indicate that your emails are relevant and that your audience is receptive to your offers. When you set up your email marketing campaign, you’ll want to target the email list of a well-known brand or company — in other words, someone whose customers you know will be interested in your product or service.
You can use several tools to analyze email open rates and CTRs. Some of the most popular ones are Email Testing (by HubSpot), Unify (by MailChimp), and Streak (by HootSuite). I’ve listed a few more tools below.
Another important factor to consider when designing your email marketing campaign is the demographics. Who is your target audience? What are their interests, hobbies, and behaviors?
It’s always a good idea to perform a quick internet search to gain an idea of what kinds of content your target audience is searching for. You can use free tools like Google Trends and Google Search Console to easily find the demand for your product or service.
The internet users that visit Google Search and click on the first few results are called “smart searchers”. Smart searchers have definite interests and are looking for specific content related to those interests. To identify the specific interests of your audience, simply enter any product or service name into the Search bar, and you’ll see a list of trending topics and popular searches related to your topic. You can use this tool to find keywords, demand, and growth in your niche.
An interest group is a group of people with shared interests. For example, if you’re an eCommerce store owner who sells jewelry, you might decide to create an interest group for people who like wearing jewelry. When you create an interest group in Google Groups, you can assign the group a topic, such as “best earrings” or “most popular rings”.
If you sell women’s clothing, you might decide to create an interest group for people who like wearing dresses. You can also create an interest group for people who like casual outfits, work outfits, and so on.
An email list is a collection of email addresses that you can send marketing emails to. Lists are incredibly useful because you can instantly email contacts when you have new content or offers to share. You can create several lists, such as one for people who subscribe to your blog, another for people who purchase a certain type of product, and so on.
You can use numerous methods to collect email addresses, but my favorite is through a lead magnet. A lead magnet is a freebie that you give away to people who subscribe to your email list. For example, you can offer a digital copy of a bestselling book for free (just make sure that you give the book some value – at least 300 words of content for a short story, for example).
The benefit of a lead magnet is that people are more likely to subscribe to your email list if you promise to send them helpful content related to their interests. As a result, your email list will be more targeted and relevant to your contact.
The subject line of your email is the one line that you write at the beginning of the email to grab the attention of your reader. It should be short and sweet, but not too much information. You want to give the reader the most amount of information possible in the shortest amount of time.
Some subjects are more effective than others. For example, if you sell technology products, you might want to experiment with “Get a free tool today!” as a subject line. Or if your product is for students, you might want to try “A comprehensive study guide for [insert subject]”.
You can use Google Adwords to find the most effective subject lines for your product or service. Simply enter your product or service name in the Search bar, and you’ll see a list of the most common and most successful subject lines. You can also use the Custom Search in Ads to find specific products or services. For example, if you’re a personal stylist and you sell hair-care products, you might want to try “How to style your nails using only [product]” as a subject line.
Now that you have a good understanding of the demographics and behaviors of your target audience, you can start to craft amazing content to attract and convert them to customers.
There are numerous articles, blog posts, and case studies that you can use to educate your audience about your product or service. If you’re a restauranteur who wants to attract millennial and Gen-Z customers, for example, you might want to try using content like these blogs posts to teach your audience about the importance of quality and sustainability in your industry.
You can also use marketing surveys to gain valuable insights into your target audience. For example, if you sell fashion accessories, you might want to try performing a customer survey to see what type of items women and men are using for decorating their bodies. You can also ask people what they like about your product or service, what they don’t like about it, and what they would change.
One of the best things about email marketing is that you can constantly update your content to stay relevant and valuable to your audience. If you notice, online businesses that have been around for a while typically have a lot of content that is highly optimized and relevant to their target audience. Take a look at HubSpot for example. Even though they’ve been around for a while, they still focus on educating their audience with valuable content.
If you can truly personalize your emails to make them more relevant and valuable to your target audience, you’ll see a significant increase in your open rates and CTRs. The key is to find a way to personalize each email so that it’s not just another piece of content in your archive.
To do this, you might want to take a look at your customer data. If you have collected emails and have them in a database, you can easily segment them by creating folders or lists based on common attributes, such as demographics or purchase history. With these lists, you can easily send personalized emails to your contacts. For example, you can send an email to the top 20% of your database (based on purchase history) with these types of subject lines:
- Hello [First name]
- [Product recommendation] helped me choose the right pair of [Style]
- Your [Style] advice is [valuable]. I followed your advice and got the best possible results.
- I recently purchased [Product] for my skin care needs. [Product] has changed my life! I highly recommend it.
- Did you know that [Product] can be used to remove ear wax? I sure didn’t! Thanks for sharing that valuable information with us.
As you can see, each email is customized to the point where it is relevant and valuable to the recipient. This type of targeted, personal communication is extremely effective because it removes the clutter from your contacts’ inboxes and ensures that you always have relevant content when they need it.