Email marketing continues to play an important role in a businesses overall marketing strategy. It is cost effective and allows for a business to easily target various audiences. It also allows for flexibility in marketing messages to suit specific needs. This blog is intended to outline some of the key factors to consider when developing an email marketing strategy.
What is segmenting email marketing audiences?
One of the benefits of email marketing is the ability to target various audiences. A business can personalize marketing campaigns to their customers or audiences based on geographic location, interests, previous purchases and so much more. Once these audiences are identified, a clear message can be developed for their specific needs versus a general message to all customers.
How do you segment email marketing audiences?
Now that we understand the importance of segmenting email marketing audiences, let’s examine the best way to segment your email market. It is also important that you do not over segment your audiences, leading to extra work for you marketing team. According to a recent blog on the Constant Contact website, there are 4 steps to consider in this process to ensure you get the right message to the right audience:
- Ask for their preferences – It is important to understand your customers’ interest and to choose what communications they receive. This may include current sales and promotions, information about new products, and other information that may be pertinent to your business.
- Know their location – Once you know the location of your customer or subscriber you can target specific emails to listings in their city or state.
- Pay attention to purchasing behavior – One of the benefits of email marketing is the ability to track marketing emails. Create a list based on what links consumers are clicking on and opening in the targeted email campaigns. It is also important to create lists based on past purchases of products or services.
- Focus on your relationship – This provides an opportunity to better understand your customers need, purchasing patterns, interests and allows you send them the right information. An example described in the Constant Contact blog identifies a nonprofit organization that divides their members by event attendees, board members, volunteers, general information as well as those interested in specific initiatives.
Best tools for segmenting email marketing audiences?
Building an email list can be challenging at the beginning, however it is important to find the best tool to meet your specific needs. Some of the top recommended email service providers include Constant Contact, AWeber, MailChimp, ConvertKit, GetResponse, ActiveCampaign, InfusionSoft, and Hubspot.
It is also important to use an Opt-in form plug-in giving the option to the consumer to receive an email. Some of the top plug-ins include Thrive Leads, Bloom, Convert Pro, OptinMonster, Opt-In Panda, WP Notification Bar, WP Subscribe (Free + Pro), MailChimp for WordPress (Free), and Popup Maker. Many of these give the options to a variety of form types, control over placement of when and where opt-in forms are displayed and much more.
Price per user
Determining the cost of an email marketing campaign can vary widely as there are a multitude of factors to consider. Typically, most companies offer a service plan that ranges between $150 – $200 per 5000 email contacts. Other email marketing providers also offer a monthly plan that may be a less expensive option. The average cost per unit is typically $0.03. Be sure to clearly understand your needs to meet your unique audience to find the best option based on those needs. Choosing the wrong tool can be costly.
More Benefits to segmenting email marketing audiences
Email marketing continues to offer one of the highest ROI among other marketing strategies. One of the main reasons for its high ROI is that it is low cost, especially when compared to a mainstream marketing channel. It instantly allows you to reach and already audience allowing you to target consumers who already know your brand and deliver targeted messages to them. Email marketing can also serve as a driving factor for increased revenue. As it offers an ease of function for the buyer it can easily motivate impulse buying.
Another great benefit to email marketing is that is very easy to get started and does not require a large team to manage. In an environment where consumers seek recommendations from their friends and family, this option allows for ease of sharing offers and continually grow your network. Business also typically see results right away, making this method of marketing once again offering one of the highest returns on investment.