Given that targeted emails are meticulously tailored to appeal to a specific demographic, they will likely resonate with audiences on a deeper level and inspire them to interact with your brand. By sending out relevant content to consumers, you can reduce email list unsubscribe rates. Keeping your unsubscribe rates within the 0.2-0.5% mark is the most ideal.
If your email campaigns pique your customers’ interests, there’s a higher chance of eliciting a response from them. 72% of consumers say they prefer responding to emails and messages aimed especially at them. Customizing your email campaigns to cater to a particular group of shoppers can be the key to increased website visits and ultimately better sales.
Personalized content has a major impact on a customer’s relationship with a brand. Whether it’s the simple act of including a customer’s name in your email campaigns or taking note of what they usually buy and sending them special offers for those products, a personalized email can be the stepping stone to brand loyalty and customer retention. A personalized experience is much more inviting and memorable, surely this will keep your loyal patrons coming back!
Now that we know how beneficial targeted emails can be, it’s time to dive into how you can use them to grow your online business. Here are a few easy eCommerce email marketing tips:
Any kind of effective strategy always starts with a well-constructed plan. The same goes for your targeted email campaign. Start with identifying your goals – this will help you with figuring out what kind of email to send, what type of content to include, and when to send them out. There are various forms of eCommerce emails such as abandoned cart emails, welcome emails, promotions, newsletters, and many more. If you are able to immediately establish your campaign goals, choosing what type of eCommerce content to send shouldn’t be a pain.
Knowing your goals can also help you determine the most opportune moment to send out your emails. Do you plan to remind customers of the products they left in their carts in time for Black Friday? Or do you want to send a special greeting to select customers on Christmas day? Once you’ve decided on when to implement your email campaign, you can easily identify the kind of content you’ll incorporate into your emails.
Having important customer data at your disposal is vital to creating a successful eCommerce-targeted email campaign. Such data can help you effortlessly segment your audiences based on a number of metrics like personal information (birthdate, interests, hobbies), demographics (gender, generation, location), social media activity, buying patterns, spending habits, and current cart items. This information can be acquired through surveys and polls, reviews and feedback, or the occasional interviews.
As the saying goes “Never go to battle unarmed”, you should execute your targeted email marketing plan with the help of the right tools. Let technology do the work for you. Opt for email marketing platforms with dynamic services that allow you to automate various processes from data gathering, content creation, and audience segmentation to message dissemination. For data gathering, try teamscope or jotform. Applications such as Sendinblue and Omnisend can help you maximize productivity with minimal effort on your part when it comes to personalizing emails, segmenting audiences, and even A/B testing. Likewise, look for platforms that can improve collaboration between you and your marketing team.
Lots of brands around the world capitalize on content personalization – given that 91% of consumers are inclined to interact with businesses that offer them personalized experiences. Adding personal touches to your emails is a crucial part of designing a targeted email marketing strategy because it also helps in narrowing down your audience, and putting out content that is relevant. One study found that 74% of marketers saw an increase in customer engagement due to targeted personalization.
Email personalization can start with tweaking small elements such as including customers’ names and other relevant information to help build a stronger connection with your target audience. You can also send customers emails on special dates such as their birthdays or other significant holidays. Some brands take note of products that shoppers have searched for in the past and tailor their recommendations based on those searches. These are called dynamic ads. If customers see ads for things they’re interested in, they’re more likely to pay your online store a visit.
Another helpful trick to help ensure a successful targeted email campaign is by A/B testing your emails. A/B testing allows marketers to see how minor or major changes will affect their content. There are various aspects of your email campaigns that you can test – from your subject lines, and sending dates, to the types of content you plan to include. A/B testing can help you determine what works and what doesn’t by keeping track of open and click rates, site visits, subscriptions, revenue, and many other factors. There are plenty of tools available online that can help you test out your email campaigns before disseminating them like Mailchimp.
