Here’s a scenario for you: You’re new to email marketing, or you’ve got a new list of thousands of addresses that you want to send to. You’ve got an account with an ESP, so you should be ready to go, right? Not so fast! You can’t just open the floodgates – your sending has to be “ramped up”. But what the heck does that mean??
Is achieving your email marketing goals becoming more and more challenging? It might be time to take a look at whether your current ESP is still meeting your needs.
Are you experiencing any of the following issues?
Effective email marketing is more complex than simply sending an email blast to your entire list. You can increase performance exponentially by targeting a subset of your subscribers, personalizing the email message, delivering customized campaigns that are sure to prompt a response, and performing remarketing based on their interaction with your campaigns.
Do you know which segment your clients are in? Many companies segment clients and prospects by simple demographic based data. For example, size of company, title, location or geographical area. Unfortunately, using this method makes it difficult to align marketing messages with customer pain points or purchase stages. It would be better if B2B marketers improved their customer knowledge by differentiating between the types of customers they have.
If you read part 1 in this series you already know the value of segmentation. But do know how to effectively segement your email list? Let’s explore that now.
Audiences are influenced in different ways by different types of content. If you sell numerous products, or are targeting more than one group, then it makes sense to profile your audience and divide them into small segments so that you can market specific products to specific groups, or create your message to suit the characteristics of the different segments.
A company that treats all customers and prospects the same speaks to everybody, and thus nobody. Rather than using a “one size fits all” approach, identify the most likely targets for a product or service. Use email to get to know customers better, and then serve them more relevant content.
Customer data is one of a company’s greatest assets. Yet, this data is often underutilized. Learning about your customers and using that behavioral and transactional data to create more relevant and meaningful customer communications is the key to building and maintaining strong customer relationships.
Email marketing lends itself to tracking so marketers can gain a real-time sense of how well a campaign is performing, and pinpoint problems or areas that need improvement. The challenge a lot of marketers face is how to make sense of all the data and use it effectively. Organizing the data you accumulate from your email campaigns—and making sense if it all—can be daunting. However, developing a better understanding of customer behaviors, attitudes, and preferences enables more effective and relevant messaging.
Email intelligence tactics can help you take your marketing to the next level. For example:
• Identify and segment newly married from empty nesters (these consumers are at distinct phases in their lives)
• Segment by geography (don’t advertise Red Sox baseball caps to New York residents)
• Profile the characteristics of your most profitable customers (buys frequently, high-volume)
• Focus your sales efforts on the leads that meet qualifying criteria (demographics, firmographics)
According to MarketingSherpa, the average email list depreciates by 25% every year. To improve email deliverability you need to scrub your email list to reduce duplicate, invalid, dead, and bogus emails. Like a good spring and fall cleaning, scrub your list every six months to keep your email list healthy.
Follow these 9 tips for keeping a healthy email list:
Tip #1 – Don’t purchase lists. Don’t purchase lists from third parties. Sure, it has short term benefits but it negatively affects your delivery and sender reputation in the long-run. Recipients are much more likely to hit the “spam” button when they receive email from an unknown source. Very few good leads or good results come from purchased lists.
Tip #2 – Remove alias emails. Alias addresses are things like firstname.lastname@example.org or email@example.com. Many ESPs are not successful at delivering to these types of addresses because not all of the email addresses associated with the alias has opted in to receive communication from you.
Tip #3 – Keep your suppression list. List suppression means that subscribers have been added to the list because they have been unsubscribed, or emails sent to the email address have bounced. With these inactive subscribers flagged in your account as “suppressed,” it prevents any further emails being sent to them.
You don’t have to wing your email campaigns on your own, hire and train a staff of deployment specialists, or stay on top of ever-changing industry standards!
- Having your campaigns executed by an industry leader with 18 years of experience
- Being confident that no detail has been overlooked
- Knowing your campaigns are going off without a hitch
- Getting the maximum results from your efforts
You know segmenting your email list can bring you exponentially better results by improving deliverability and increasing click-through and conversion rates. And you know that more and more consumers expect to receive emails that are personalized and tailored to their interests. But maybe you’re not sure where to start, because there are so many ways to “slice and dice” subscriber information.
Fear not: We’re here to help!