Brands have achieved an astounding $36 return for every U.S. dollar invested in email marketing. So, how did they do it?
The answer lies in precision connecting with the right audience at the right moment. To attain this, an indispensable asset is required, which is a meticulously crafted email list tailored to your target audience.
Utilizing the best email list-building tactics empowers businesses to identify and engage with individuals who are genuinely interested in their offerings. This, in turn, elevates the quality of marketing efforts, enabling businesses to craft messages that resonate with the people they aim to reach.
In this blog post, we will delve into the strategies for leveraging your email list to effectively target customers. Furthermore, we will share some valuable tips to make your marketing emails more engaging.
How to use your email list for effective customer targeting?
B2B list building helps businesses segment their audience into smaller groups based on similar interests and needs. For example, a fashion retailer can segment their email list into categories such as “Women’s Clothing,” “Men’s Clothing,” and “Accessories.” They can further segment these categories based on geographic & demographic data, purchase history, etc. Such segmentation helps sellers send more targeted and relevant emails, resulting in higher open rates, click-through rates, and conversions.
Four types of customer segmentation and how to use them effectively
Behavioral
Businesses can send messages to customers based on their past behavior, such as what products they have viewed or purchased, what pages they have visited on your website, or what emails they have opened. For example, if a customer frequently explores hiking gear on an outdoor retailer’s website, they can send personalized emails featuring new hiking products or relevant tips and guides on how to use them.
Geographic
Geo-targeting involves directing marketing efforts toward customers based on their location, whether it’s their city or region. This strategy enables businesses to provide content that aligns with the customer’s local surroundings, fostering a stronger bond between the brand and the customer. Geo-targeting can be especially powerful when promoting events, deals, or the grand opening of a store in a particular area. For instance, Café Coffee Day uses geo-targeting to offer hot coffee deals in colder areas during winter and iced coffee promotions in warmer regions during summer, catering to local weather preferences.
Demographic
This helps to tailor messages to specific customer groups based on demographic factors like age, gender, income, education, and marital status. When businesses understand these aspects, they can create content that resonates with the unique preferences and needs of each demographic segment. For instance, a cosmetics brand can use this data to craft marketing campaigns that cater to the skincare concerns of different age groups. They can promote anti-aging products tailored to customers aged 30 and above, while simultaneously offering acne solutions designed specifically for younger individuals.
Psychographic
This delves deeper into understanding customer personalities, lifestyles, values, and interests. It helps businesses create content and messaging that align with the emotional and psychological aspects of their audience. For example, a luxury car manufacturer might target customers who value status and prestige, crafting marketing materials that emphasize exclusivity and sophistication. Conversely, a brand promoting eco-friendly products might connect with environmentally conscious consumers by highlighting sustainability and ethical values in their messaging.
Tips for effectively targeting your customers through email marketing
Here are certain tips businesses can follow to keep their email content interesting and persuasive.
Send consistent, valuable content
Maintain a consistent email schedule, but prioritize quality over quantity. Send content that enhances your subscribers’ experiences and resolves their challenges. This could include links to blog posts, eBooks, whitepapers, videos, webinar invites, or exclusive offers.
Include clear CTAs
Every email should feature a distinct and persuasive call-to-action (CTA) that directs subscribers toward the intended action, be it making a purchase, accessing content, or visiting your website.
Optimize for mobile
47% of consumers use a mobile application for checking their email. Hence, ensure your emails are mobile-responsive. This will help you reduce bounce rates and boost engagement.
Promote deals and discounts
Encourage sales by informing about existing deals. Offer incentives like free eBooks, discount codes, exclusive content, or access to webinars. This can significantly increase your conversion rates.
Engage and nurture
Use automated email marketing tools to captivate and nurture your subscribers. Send welcome emails, follow-up emails, and personalized recommendations based on their interactions with your content.
Feedback and surveys
Occasionally ask for feedback through surveys. This not only helps you understand your subscribers better but also makes them feel valued. Additionally, it helps you tailor your future emails more precisely, ensuring content and promotions resonate with different audience segments.
Run contests and giveaways
Launch a reactivation email campaign to spark interest among your dormant subscribers. Invite them to participate in the contest or giveaway to reignite their engagement with your brand. Make sure the rewards given can lure your target audience. You can also provide giveaways to a customer who refers your products to their friends. This way you can keep the subscriber happy and expand your list.
Provide easy unsubscribe options
Make it simple for subscribers to opt out if they no longer wish to receive emails from you. This helps maintain a positive sender reputation.
Monitor and analyze
Regularly monitor email click-through rates, open rates, conversion rates, and unsubscribe rates. Use this data to refine your email marketing strategy.
A/B testing
You can experiment with different email designs, subject lines, CTAs, and sending times through A/B testing. This helps you identify what works best for your audience.
Wrapping up
Building an effective email list takes time and effort, but the results can be highly rewarding. Remember that quality is more important than quantity – focus on attracting engaged subscribers who genuinely want to hear from you. However, the efforts that go behind this can be overwhelming for resource-constrained or fast-growing businesses.
In such scenarios, reaching out to B2B list-building service providers can be a viable solution. These experts understand your domain, consider your specific requirements, and create lists tailored to your needs. This approach not only saves time but also ensures that your list is more targeted and relevant, making it a quicker and more efficient process.