You’ve compiled a list of consumer email data, now what do you do with it? Email marketing remains one of the best ways to increase ROI in digital marketing, but an email list alone does not make a successful email marketing campaign.
Sorting Your List
The key to getting the most out of your email list is to sort it, especially if your list is quite large or diverse. Break down your list will help you create targeted email campaigns that will have a larger chance of success.
Ways To Break Down Your Email List
Where you got your list is incredibly important. Are these emails you gathered at a trade show, from previous customers, or is it from a purchased email list you bought from a reputable broker?
You’ll want to tailor your email messages differently for each source. Mentioning a trade show to somebody that didn’t attend, or talking about product add-ons to someone who has never heard of your product in the first place, is bound to cause drop-off.
By tailoring your message to your audience and making your email more personalized, you will see more click-throughs.
If you are an Auto Shop in Georgia who also sells auto parts online, sending an email blast to a guy in Kentucky about your free oil change deal is not going to do you much good.
Targeting particular zip codes based on income and other demographics is a great way to reach your target market even if you don’t have the exact information you need. For example, if you are offering a high end contracting service, you can send out your email to people located in affluent zip codes, even if you don’t have their income information.
Using the demographic information of your email list contacts, you can create targeted email lists based on a number of factors such as age or gender.
Understand your target market, and either pare down your list or create several different lists and separate campaigns for each. Fine tuning the message and tone to fit the demographics you are trying to reach is necessary.
Tone and messaging are very important to pull of a successful email blast. A formal tone with younger generations might seem disingenuous and turn them off. Where a casual tone with an older audience may seem unprofessional.
How someone interacts with your brand can tell you a lot about whether or not they will make a purchase. If someone signs up for your newsletter on your website or downloads a white paper, you will want to respond quickly with an email.
Setting up automated emails for when specific actions are taken on your website is a great way to stay in touch with customers and get sales. You may also want to put a contact form on your website for customers, and reply to those submissions in a timely manner.
When dealing with a purchased email list of people who are unfamiliar with your brand, note which ones open and click on your emails. You will want to separate those into different email lists.
The more information you have on a customer, the better you can sell to them. Include emails with surveys to ask them questions on how and why they use your products or services. You can also ask demographic or behavior questions to get a better understanding of what makes your customer tick. Always have something to offer in a survey, whether it be a discount or a free download to encourage users to participate.
Scrub Your List
The bigger the email list doesn’t always mean the bigger the sales. Especially with purchased email lists, you will want to include an “unsubscribe” button on your emails to prevent yourself from getting labeled as SPAM.
There is no magical number of emails to send to test your list. If after about three or four attempts and a contact still has shown no sign of interest in your brand, it might be time to remove them from your list.
Many mass emailing services charge by how many emails you send out. Scrubbing your list to only target those most likely to buy will save you money in the long run.
Use Best Practices
Don’t be spammy with your emails. Send eblasts out frequently enough to keep your customers engaged, but not so much where they become tired or worse, blind to your marketing efforts.
The biggest thing is to never send out an eblast to your entire email list all at once. This not only prevents you from getting labeled as SPAM, but you can test your eblast to see if things like your headline or messaging are effective, and then be able to tweak and test it until it is perfect.
Your consumer email data can be an untapped asset your business needs to take advantage of. For more information on creating email marketing campaigns, check out this article, Reaching New Customers Through Email Marketing.