Over the next two weeks, I’ll be posting a three part series about how you can achieve laser focus on your email campaigns.When we talk about focused email marketing, there are really three parts to success.
- Define who should receive the email
- Decide the most important part of the message should convey
- Write targeted Subject Lines and Copy to support your email
The first part to any great targeted email broadcast is deciding who should receive your email. Typically, you will want to choose a segment of your mailing list that will be most likely to benefit from this campaign. With personalization and precision targeting, you can achieve fantastic results with each and every email.
Now, don’t get me wrong – there’s nothing wrong with sending out a blast to all of your subscribers. Especially if you have a small list, it might make sense to reach out to as many contacts as possible with a big sale or major announcement. But it’s important to keep in mind that segmented, well-targeted campaigns are more likely to convert to a sale than a scatter-shot offer sent out to the list at large.
I’m often asked “when is the best time to start segmenting?” The answer is “yesterday.” Even if you’re not utilizing your segments to the fullest extent, it’s never too soon to start organizing your data. Data is your friend.
The good news: if you’ve got a good order management solution and some intermediate knowledge of Excel, you can build segments of varying complexity without too much effort, because they’re comprised of data you already have. Building out segments early and watching as they grow can give you valuable intelligence on what your customers are most interested in or who your best customers actually are.
To figure out where to start, think about what information about your customer is most important to you. Try to consider some out-of-the-box ways to use that information (can you give customers who live nearby a better deal on shipping?
If you can’t offer Free Shipping, try a coupon for a shipping upgrade to encourage them to spend more; customers who live outside the US or in remote locations can be omitted from free shipping offers. Maybe you can do Free Shipping on orders over $100 shipping to Texas only. That’s great! You just defined the segment. Can you find customers that ordered with shipping addresses in Texas? If so, you can make the message simple without having to explain who doesn’t qualify. Only eligible customers ever see the email.