Effective Ways to Target Customers Using Email Marketing

Posted by Guest on January 24, 2018

Email Marketing

Email marketing is when companies target large markets by sending commercial messages through the electronic mail. When an effective strategy is put in place, successful email marketing leads to brand awareness, customer loyalty, and highly personalized content. In its broadest sense, it is mainly used for the purpose of enhancing the customer-business relationship. In the following article we will describe some effective ways to target customers using email marketing. An effective email marketing campaign and strategy can beguile potential prospects, leads, and consumers, concurrently increasing the return on investment of the business.

Attractive headline

The only way content can stimulate sales is when it is visible. It can only be seen when it is opened and it can only be opened when it is attractive. A good headline can bring forth positive rewards. According to Taylor Glass, CMO of SolidEssay, consumer behavior is dependent on the attention a tag line sends across. A certain amount of attention is necessary for information to be perceived for it to activate people’s senses. Based on research, 47% of people select the emails they open or not, depending on the subject line. Crafting attractive headlines should be grounded on the ability of the content to meet the consumers’ needs. The subject line should communicate the functionality of the message and drive curiosity and urgency to potential clients. The headline should be short, language-friendly, concise and personalized. Implementing consumerism tactics in emails in the consumer-driven world is one of the ways to boost any business.

Market segmentation

Mass marketing relies on the one-size-fits-all strategy that makes customers feel like a number on that customer’s list. Segmenting the market types allows marketers to target specific consumer needs and preferences. Customizing emails to suit a consumer’s individualism, location and activities are predominant in contributing to the success of a business. Marketing automation software is used by marketers to create marketing tracks that deliver specific emails to customers with specific interest. Generating leads in email marketing is realized when emails become relevant to the recipients. By gating your content, segmenting emails according to behavioral patterns, demographics and sales cycle and position in the sales funnel, and heeding to consumer email engagement, leads and traffic generation is promoted in any business.

Email Marketing Segmentation
Credit: https://www.marketing91.com/4-types-market-segmentation-segment/

Targeting inactive customers is an email marketing strategy that fosters trust and customer loyalty. Marketers should acquire information on the consumers’ thoughts and ideas in order to attune the emails to their wants. Patricia Alonzo, Head of the Marketing and Development Division at ConfidentWriters, states that tailoring your message to the list of subscribers who are not engaged, is a good tactic to spur your subscribers into action. Popular methods to get this segments’ attention are to send them polls, contests, and more discount-laden messages.

Optimize call to action

Acquiring the target customers and getting them to click and open the emails is not as difficult as making consumers respond to the call to action. Call to action (CTA) is a button that takes the user to a link with further information on the advertised brand. A CTA that is compelling to the reader increases the chances of a click-through by 28% as studies have shown. Providing offers, creating urgency and being creative in the choice of verbs and formatting features will boost the excitement of a reader.  A good call to action directs the email recipient to free trials page since most consumers will go for the ‘try before you buy’ sales strategy. Email marketing campaigns should incorporate a call to action that is instructional and visible. Response rates improve once the buttons are visible regardless of whether the subscriber has their images turned on or off.

The universality of the email as a marketing medium cannot be ignored. As demonstrated in this article, email marketing is the fastest and most common consumer-driven marketing strategy compared to traditional forms. It is one of the ways people are embracing technology to boost their return on investment. This article exhaustively outlines the benefits of email marketing in promoting brand awareness and ways customers can be targeted to contribute to the success of a business.

About the Author:

Paul Bates is a digital marketer and content writing manager at BeeStudent. He lives in Fresno, California and often attends marketing related events in the state.

 

   

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