Month: October 2016

Email Segmentation

Email Marketing Segmentation & Targeting: The Art of Winning

Segmented, targeted, and personalized emails generate 58% of total business revenue, according to one study. This same study shows that 77% of email ROI comes from segmented, targeted, and action-triggered email marketing campaigns.

These big numbers show the importance of proper email segmentation and targeting in your marketing strategy. Why? Because segmentation and targeting is really about understanding the customers on your list.

And the more you understand about your customer, the more relevant your email marketing content can become. The more relevant you are, the better chance you have of generating interest, conversions, and ROI.

Seems simple enough, right?

Data Collection is Key

Segmentation and targeting can be based on anything like age, gender, demographics, purchase data, interests, etc., pretty much any data point you have access to. Therefore, collecting customer data is extremely crucial, and the more data you have, the easier campaign and segmentation planning becomes.

A study conducted by MailChimp revealed that their segmented user email lists based on data like location and job title has helped increase open rates by almost 19%, and click-through rates by almost 22% – compared to non-segmented sends. This invariably has helped making this collected data relevant, and of pristine importance.

How to Segment Your List

Email list segmentation is done through observing the data that you’ve collected. Here are some data points you can observe and utilize in your strategy:

  • Age

Age can be a huge deciding factor. A 16-year-old wouldn’t want to see products that are meant for a 60-year-old.

  • Gender

A man likely wouldn’t want to see emails by a makeup brand in his inbox.

  • Demographics

Knowing what is popular according to demographic data in a particular place can help boost sales.

  • Geolocation

Sending emails with light summer outfits to a cold region like Alaska won’t increase ROI. Knowing the geolocation can help you target your customer better.

  • Buying Patterns

Knowing the buying patterns; the time purchase is made, the total amount of the purchase, how frequently a purchase is made, etc. can help in target boosting.

  • Last Purchase

Providing product suggestions based on the last purchase can really help.

  • Interests

Can you determine what interests and drives a person to get something better?
Why Should You Segment Your List

It may seem obvious from what we’ve said before. But here are some other thoughts as well:

  • It reduces inbox clutter because you promote the right products/services to the right subscribers at the right time.
  • It increases relevancy. The more relevant an email is, the more likely it will get clicked, opened and read.
  • It helps your brand gain credibility as good segmentation proves that you are not sending random information but are actually concerned with the information you send.
  • Personalizing content can grab attention and increase ROI. Emails sent wishing happy birthdays, anniversaries, cart abandonments, “We miss you” emails, and others use this personalization in effective ways.

Takeaways:

  • 77% of email ROI comes from the segmented, targeted, and action-triggered campaigns.
  • Sending segmented emails increases open rates by almost 19%, and click-through rates by almost 22% compared to non-segmented sends.
  • With effective segmentation, there are higher chances that your customers will receive relevant emails with information that they actually want.
  • Email segmentation reduces inbox clutter, increases relevance, and helps your brand gain credibility.
  • Personalizing the content can help grab attention and increase ROI.
Learn more
Daily Deals Audit Template

Increase ROI With A Daily Deals Email Audit

Daily deals sites are a perfect fit for email marketing. With fresh deals daily to attract customers and subscribers, these emails are a great way to generate sales and continued interest.

Are you maximizing your emails for your daily deals site? If you’re not sure, perhaps it’s time for an email audit.

A Great Email Template Audit Should Cover:

  • A complete assessment of your main templates, including: responsive code for optimized rendering on mobile and tablet devices, as well as the desktop experience.
  • Accurate image display and alt text for image suppression (“Images Off”)
  • Ease of access to the desired calls to action (CTAs) (buttons, text links, etc.)
  • Appropriate and relevant presentation of content
  • Click and conversion optimization recommendations
  • Accurate coding for special characters, trademarks, etc.
  • A full-scale link check for correct navigation, including CTAs, logo(s), unsubscribes, “View Online”, sharing and forwarding, etc.
  • Links to various landing pages by way of multiple calls-to-action within the template to increase click-through rate.
    While an audit may be necessary, we don’t want you going home empty-handed.

Some Quick Tips For Great Daily Deals Email:

  • Use bigger CTAs to drive higher click-through rates.
  • Preheader text should be visible before the view online tab so that it can be viewed in inbox itself, as this can affect your open rates.
  • The best deal should come first or be highlighted in some obvious way.
  • Daily deals are a perfect place to create a sense of urgency – whether it’s “one day only” or “final days” or the like.
  • Should have an interactive and responsive design template.

Need an email audit? InboxArmy offers two email audit packages that could help you unleash your email marketing program’s potential.

Learn more
Welcome Email Template Best Practices

The Indispensable Welcome Email [Infographic]

Welcome email is the first step towards the foundation of building your brand image. It is a must for brands in the email marketing world, yet only 57.7% brands greet new subscribers with welcome emails.

The first email to your subscribers sets the tone of your email relationship. Subscribers who receive welcome emails show 33% more engagement with the brand. Not just this, brands who send welcome emails have a higher chance for customer engagement and generating loyal customers.

But how can you do this?

The answer lies with the perfect welcome emails, so:

  • Showcase your brand.
  • Have personal whitelisting.
  • Add personalization where appropriate.
  • Expand your list.
  • Integrate other platforms.
  • Familiarize brand and generate interest.

 

Welcome email template strip_blog

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