In the world of digital marketing, understanding the various components that make up a website or landing page is essential. One of the most important factors is the email marketing campaign. Perhaps you’ve heard of conversion rate optimization (CRO)? Well, integrating email marketing into your strategy is a form of CRO, but using data to optimize the performance of your email campaigns is a whole different story.
Personalized Email Marketing Is The Future
With most email marketing platforms, you have the option of segmenting your audience by gender, age group, language, and even device type (mobile or desktop). This level of segmentation gives you the ability to tailor your messages to the right audience. Email marketing is powerful because it allows you to target people based on a number of characteristics while reminding them of the specific product or service you are promoting. Tailored emails increase the open rate by 23% and decrease the unsubscribe rate by 12% on average.
How To Leverage Personalized Email Marketing
If you’re new to email marketing, you may wonder how to leverage this powerful channel. One practice that can help is establishing consistent email interactions with your audience. This involves getting to know your readers and their interests and then using that information to provide relevant content via emails. For example, if you know that your audience is composed of young businesspeople, you might want to send them content that relates to their field.
Establishing consistent email interactions with your audience means you’ll always have fresh content to send them, whether it’s new products, discounts, or simply an update on what they’ve previously requested.
Make Email Marketing Work For You
When planning your email marketing strategy, it’s essential to understand the goals you have in mind. Do you want to grow your email list? Are you looking to increase brand awareness? Are you aiming to grow your revenue?
Crafting a personalized email marketing strategy that will help you achieve your goals is something you can do with the help of data. By segmenting your email list, you can see the interest levels for each segment. This allows you to target the right audience for your product or service, increasing the chances of success.
The Importance Of Diversifying Your Email List
If you’ve been working in digital marketing, you’ll know that acquiring new leads via email is always a good idea. This could be done via a number of methods, such as;
- Product purchase
- Website visit
- In-store purchase (physical stores)
- Service contact (non-physical stores)
- Event registration (e.g., an online shop that specializes in craft beer, where you can sign up for a mailing list to receive notifications about the latest craft beers on tap)
The idea behind diversifying your email list is simple: no one channel delivers the audience you need, at the rate you need them. Consider email marketing as a way to gain access to new audiences and create brand engagement. Not only does email marketing allow you to build a list of potential customers, but you can use a tool like MailChimp to grow your list quickly.
Why Should You Use An Email List Management Platform?
Aside from the numerous benefits described above, here are a few more reasons why you should use an email list management platform to maintain your email marketing campaigns;
- Integrated Campaign Management Tools – With a good email list management platform, you’ll have access to powerful tools that can help you plan, monitor, and automate your email marketing campaigns.
- Scalable – An email list management platform can grow with your business, delivering the resources you need as you need them.
- Secure & Highly Customizable – Managing an email list is easy when everything is automated. However, if you need to access certain parts of your database (e.g., to add an address or remove a name from the list), you’ll have to log in to your account and make the changes manually. With a good email list management platform, you won’t have to worry about losing your data because it’s securely backed up and you can easily access it whenever you need to.
- Saves You Time – With a good email list management tool, you won’t have to worry about compiling email addresses and sending out your emails manually. Instead, you can focus on growing your business.
Above all else, establishing an email list is the first step in getting started with email marketing. With a little planning and research, you can ensure your emails are relevant and beneficial to your audience, ultimately growing your brand and driving traffic to your site.