Email continues to be a critical tool in the digital marketing toolbox. When done well, email is a fantastic customer loyalty tool. And, email is inexpensive. It costs only pennies to send an email to your database, and a small amount of time for your creative person or agency to design and produce your content. The key to your email success is not your offer or product! Success lies in your campaign list strategy.
Below are three quick and easy tips on effective segmentation strategies for successful email campaigns.
Customize your emails
We know it’s easy to be lazy when the email is late and you just need to get it out. But don’t assume all your subscribers should always get the same content. If you view your database as one big list of names and put minimal effort into separating them into different groups – this minimal effort will show. Over half of those who subscribe to email lists end up throwing the email in the trash when it hits their inbox.
Let’s look at it from your customer’s perspective. They were at the winery, they filled out a customer information card, or made a purchase and shipped bottles home; they either asked or were aware they’d be added to the mailing list and are hoping for special offers, events or other news. This is a transaction of trust - especially in current times where people are more aware than ever about hackers and cyber security. As a payback for their trust in you, they expect to get something of value back and on a reliable basis. If the only thing you have to offer them is random, all about sales or generic, they will view it as not worth their time and/or information. You violate that trust.
This type of information relies on advanced analytics tools which help form behavior profiles. Each profile type will respond to different email approaches. Some may only want an introduction to what you offer. Some may want extensive information. Impulse buyers will bite on sales for individual items without thinking, but often only on the items they’re truly interested in. You don’t want to deluge them with choice. You want them to click through as quickly as possible.
Nervous buyers will respond to packages where they perceive a greater overall savings. There may be items in that package they’re not as interested in, but they see the overall savings when items are combined. Even if that package is more than they might have spent on items they want, the total savings makes them feel they’re getting an exceptional deal. That nervousness is no longer about buying the item; it’s now about missing the deal. Gentle pushes will appeal to new contacts. Some will want professional language vs. friendly language. Tailor this information to drastically increase the responses from your email lists.
Implementing these strategies
You don’t need to tackle your entire email list or hammer out every level of email marketing segmentation at once. It’s more valuable to master one of these strategies before developing the next one than it is to fumble with implementing all of them at once. Baby-steps count. Start with one idea and build on it. The single most important thing is to try segmentation in all campaigns. Doing so will undoubtedly increase your success rates and metrics for your email and DTC campaigns.
OUR BLOG IS FULL OF DTC TIPS AND YOU'LL WANT TO READ IT!
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