3 Tips to Segment & Personalize Email Marketing
Date: February 01, 2016
Consumers check their email more than ever. But with the floods of emails entering their inboxes on a daily basis, how do you make sure yours get opened and clicked through?
Through personalization, you can effectively tailor your email marketing efforts to the unique needs and challenges of your potential customers. In turn, this will drive engagement and boost the potential for conversion. In fact, studies have shown:
- Personalized content produces a 20 percent increase in sales opportunities
- 52 percent of marketers consider personalization to be critical to their digital strategies
- 78 percent of CMOs believe personalization is the future of content marketing
So marketers, if you’re looking to begin personalizing your marketing emails to improve the success of your campaigns, check out our three tips:
1. Segment Your Email List
It’s likely that your leads come from a variety of industries that have different pain points, needs, and desires. Make sure you’re not creating a “one size fits all” email campaign to reach them. Break your email list into segments based on variables such as demographic traits, purchasing patterns, or stage in the buyer’s journey. This will allow you to create individual email campaigns that are specific to each group of leads.
2. Personalize Your Email Content to Your Segments
Once you’ve solidified your audience segments, you’re ready to create email content that converts. To improve the success of your campaign, it’s important to tailor your emails to whatever makes each segment unique. For example, if you’re segmenting your email audience based on buyer’s journey stage, consider this: A lead that is in the awareness stage might like your eBook offer, while a more purchase-ready lead would probably be more interested in a free quote or consultation. Cater your email content to the needs of your segments to drive results.
3. A/B Test Your Emails
Lastly, to ensure your personalized emails are optimized for lead engagement and conversion, commit to A/B testing elements of your marketing emails to see which version performs better. We recommend that you test such features as:
- Subject line
To maximize your email marketing efforts through audience segmentation and personalization, seek out the experts at News-Leader Media Group in Springfield, Missouri. Contact us today for a free consultation.