The year of 2016 was a year of hyper personalization in email. This will probably be even bigger in 2017. If you run email marketing campaigns, you MUST communicate with your audience in a way that is truly relevant and personal – allowing your company to build strong customer relationships that drive sales.
Be there for your customers and be the relevant and helpful brand.
Make a hyper personalization and people-based marketing a core ideas around which you wrap your email strategy.
Take a look at these 4 essentials of email campaign strategy and make certain that your campaigns work well and deliver results.
- Deliver the value by matching your subscribers needs
Spray and pray approach – when you send loads of generic emails, hoping that you will be lucky to fit some of your subscribers needs is gone. If you’re still doing this – stop. Do you want your subscribers to be actively clicking and buying? Engage them into timely communication and ensure the relevance of your email marketing campaigns.
Simply said: send highly personalized emails.
Recipients desire relevant content that feels like a one-to-one communication and quality in email campaigns is absolutely essential. If you want to be using email effectively, make your emails something that people actually want to read and respond to.
The answer is: email list segmentation.
How to start with segmentation?
Segmentation allows you to split mailing list into parts (segments), based on what you know about the subscribers. The aim is to personalize and precisely match the content of the campaign to the needs and interests of your subscribers.
Decide which metrics are most essential for your business and start with your segmentation strategy. Some examples include:
The easiest way to segment by demographics is with your website forms. The more information you can get in the sign-up process, the more options you’ll have.
Use multiple opt-in forms in order to provide multiple ways for your visitors to subscribe. Some of them may don’t want to spend much time on signing up and the easiest the form will be the better.
Track basic metrics as Open Rate and Click Through Rate and divide active vs inactive subscribers. You might, for example, create a group of “active” who open at least 75% of your messages, another group who opens them less often and a group of “sleepers” who almost never open them.
Then send thank you email to loyal customers:
Article From: freshmail.com/blog