Half a Bubble Out

How to Leverage Your Contacts With a Targeted Email Marketing Strategy

July 16, 2015 / by Jessica Miley

Sketch_of_arrow_flying_towards_targetEmail. One of the easiest and cheapest ways to communicate to a mass audience, and the majority of people still check their emails first thing in the morning. Your business probably has a marketing strategy for email, but is that strategy helping you or hindering you? Let’s learn how to segment your list to create a targeted email marketing strategy!

What is a Targeted Email Marketing Strategy?

When you look in your inbox, can you spot any emails that are from a business that you felt were written especially to you? This was no coincidence. That company had your contact information in a segmented list so that it could write an email targeted to your needs, wants, desires etc. Yes, it may seem too good to be true, but even your business can achieve such mastery. But why should you?

Overt Benefits of a Targeted Strategy

Once you create a strategy that is specifically for different types of customers, you will see many advantages of doing so. They include:

  • Your email reputation will increase
  • Increase likelihood of converting customers
  • Greater revenue
  • Improved word-of-mouth

For a fuller list, check out this blog.

Because you can have different customers interested in different products or services, and they can even be in different stages of the buying process, you are able to craft a message that will make a bigger splash.

Quick How-To: Create a Targeted Email Marketing Strategy

If you are ready to start creating an email strategy that is leveraging your contacts, there are four different pieces that you have to spend time doing. They are segmenting, researching, crafting your message, and analyzing. But what do these mean?

Segment

There are several different ways that you can segment your email list to have a giver impact with your targeted email marketing strategy. Some of the segments include:

  • Purchase history
  • Geographical location
  • Income
  • Demographics

For a longer list, check out this blog.

Once you decide which way you would like to segment the list of contacts that you have, it is time to group them accordingly.

Research segment

Before you craft the email, it is important to begin the researching process of those different segments. If you don’t have access to expensive reports and big data that can tell you pretty much anything about different segments within different industries, don’t worry - you still have an option. It’s a pretty simple one too. Send out a basic survey to those different lists to learn about what they like, want, don’t want etc. You can even increase participation by giving something away upon completion. Sound easy right? Click here to learn more about researching segments.

Craft message

When you know a little bit more about the people on your different lists, it’s time to get to writing! It is important to be creative, be personable and remember to be helpful when you are writing email copy. Think about the different personas that are found in your lists and how they would like to be marketed to. To learn more about personas read this blog.

Analyze

After you send out your emails, it is important to analyze the data on the emails so that you can improve your strategy for the next email campaign. This is a way to be better than other businesses because you know that your customers and the marketplace is always changing. Some of the data you should be tracking is:

  • Open rate
  • Click-through rate
  • If the recipient purchased a product or service from you

To learn more about the different analytics you should be tracking click here.

Creating a targeted email marketing strategy can seem like a lot of hard work but the outcome can be rewarding for your business. To learn more about email marketing, or marketing in general, contact us by clicking below!

Internet Marketing Consultation

Since 2002, Half a Bubble Out has been dedicated to providing marketing, advertising and small business consulting that meet the needs of our clients. We specialize in powerfully telling stories through inbound marketing to grow your business filled with more passion and provision. Based in Chico California, we serve clients throughout Northern California and across the country to New York.

Topics: Internet marketing, email marketing

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