An email marketing strategy is an email sent by a company to one or many prospects or customers. A successful email marketing strategy will get your prospects to engage with you, contact you, and hopefully help you to gain more clients and sales. One of the biggest benefits of email marketing is still used by people almost universally.
Email marketing is all about segmenting your subscriber base. Segmenting your subscribers into segments helps make it easier to find new and current clients as well as keeping your current clients up to date with what you have to offer. It’s really very important. In this article we look at how segmentation can benefit you and your email list.
Email marketing campaigns can be divided into two major groups: free and paid. Free campaigns tend to be short, snappy, and designed to quickly bring the reader to a sale page. These kinds of emails are often targeted to many people at once, as they are so quick to read. These types of emails often offer short-term sales and bonuses to bring the readers back for more.
successful email marketing
Free marketing can be done in so many ways. One way is by writing emails from the heart and personalize them. Another is to include your name in your subject line. The best of both worlds are to write email after email without including your name. Sometimes you don’t even need your name at the first line.
The best way to segment your subscriber base is to look at the behavior of your customers. What words would they use to open your emails? What words do they generally click to jump to your sales letter? Those are the questions you will want to answer before you go about your email marketing campaigns. You will want to segment based on how often your prospects to open your emails and how many times they leave those open.
When segmenting your list you have to make sure to keep some personalization in your campaign. If you send emails to your list once every few months, why not take the opportunity to personalize each of those occasions. Let your subscribers know that you remembered their names or why you were glad you sent them that email. If you can do this, you can personalize each of your messages and they will begin to trust you. They will think that since you remember their names, you actually did think about them when you sent that email. The proof is in the pudding right!
Another thing to keep in mind is your email design. If you segment based on how often they open your emails and how long they stay open, you won’t be able to send emails to each of your subscribers individually. You have to segment your subscribers based on who opens your emails, stays open for a minimum period of time and doesn’t click away. That is when you know your email marketing copy is effective. You need to do this in your design and you need to test each segment to ensure it is working for you.
If you aren’t using analytics for tracking where your subscribers are coming from, you are literally losing out on hundreds if not thousands of dollars. Don’t let that happen to you! Sign up for Google’s free e-mail service and learn more about how you can use Google’s free tools to increase the effectiveness of your email marketing copy. It really is as easy as that.
Segmentation of subscribers is important, but if you aren’t targeting those people that will buy what you have to offer, your emails will never be read. There is a fine balance between segmentation and targeting. Some marketers think segmentation is unnecessary and they try to go straight to prospects. But if you are sending sales offers to your list that aren’t prospects in your niche, you aren’t taking advantage of the segmentation. So, your subscribers are open to your emails, but you have failed to successfully sell to them.
To do so successfully, you must use email marketing strategies. Email marketing strategies include segmentation, lead capture, follow-up and even testing. Each of these strategies require resources, time and expertise. However, if you do your homework, you can create a marketing channel that takes advantage of all these resources to market to your list effectively. Once your list is segmented, targeted and followed up with, your subscribers are more likely to buy from you than someone who has never opened a single email from you.
Lastly, segmentation, lead capture and follow-up each come with their own set of challenges. As you work on these challenges, your email marketing strategies will improve as well. It’s an ongoing process, and it never ends.