One of the best ways to market directly to your customers or leads is through email marketing. All of your customers are online, and email allows you to reach them directly in their inboxes. Email marketing lets the sender know who received their emails, if they clicked on them, and what they did after clicking on them. It’s also extremely cost-effective. On average, for every $1 spent on email marketing, there is a $44 ROI. This level of ROI can only be thanks to one more recent innovation in email marketing: Targeted emails.
Many companies have adopted email marketing as their primary marketing strategy, or at least one of the spearhead methods of marketing. The vast majority of emails sent out by companies are email blasts. Email blasts are emails sent to all, or the majority of, their consumers. If this is what you’re doing, it’s time to rethink your email strategy. While email blasts were once the best practice for email marketing, another method has quickly eclipsed them. The best way to connect the perfect audience with the message they want to hear is through targeted email campaigns.
What are Targeted Emails?
Targeted emails are just what they sound like, emails targeted towards a specific group of people. Instead of blasts that go out to your entire list, targeted emails only reach the particular demographics that you choose. You can target based on age, gender, location, interests, browsing or purchase history, or even someone’s place in the buying cycle.
For example, imagine you owned a business that sold merchandise of professional sports teams. If you had a sale on New England Patriots hats, you would want to target that email to mostly reach people in the New England area. While there are Patriots fans all over the country, a very high concentration live in New England. Instead of sending a blast email to all of your customers, a targeted email would save you money and earn you a much higher return on investment. You could even segment it further by sending a targetted email to only those people who have browsed specific Patriots related pages on your website, or have purchased related products in the past!
Targeted Emails vs. Email Blasts
Many people believe that success in email marketing depends on reaching as many people as possible. These people are sadly mistaken. In the marketing world, quality always stands above quantity. While blasts reach a higher volume of people, the leads that they generate are typical of lower quality. Targeted emails create quality leads because they connect people with information that is relevant to them. Consumers are much more likely to click on a targeted email than one generic email sent to everyone. Studies have shown that targeted emails sent to segmented demographics have a 101% higher click-through rate than email blasts and have a 14% higher open rate.
Email blasts can cause recipients of your emails to get burnt out. Consumers that frequently get emails that aren’t relevant to them may get fed up and unsubscribe from your email list. Targeted emails can keep consumers on your email list by sending information and promotions specific to the person. If a consumer knows that in the past your emails have applied directly to them, they will look forward to future emails from you. They are also much more likely to make a purchase. One study shows that targeted or segmented emails account for 58% of revenue from email marketing.
Email marketing is not just about putting information in front of a consumer. It is about building relationships with your consumers via personal messages sent directly to them. Email blasts make it very difficult to form a quality relationship with consumers. Targeted emails, on the other hand, create these relationships by giving consumers exactly what they want. This level of personalization builds trust between your business and its customers.
Online Email Services
Many online software and services can help you with your email marketing campaigns. These services manage your email lists, contacts, provide you with email templates, and more. They will also track your emails and report on the data so that you can know when and where your consumers are taking action. They can also keep your emails out of spam folders and handle any unsubscribers for you. While these services offer many benefits, they do cost some money and a whole lot of time learning how to use them.
We’re big fans of Mailchimp here at Pixel Press Media, although there are plenty of platforms out there that will perform at a similar level. If you’re looking for an easy entry point into email marketing, we recommend you start there.
A Better Solution
Email Marketing is a game that anyone can break into. You could start a new Email Campaign right now in minutes with an online tool and any email lists you have already gathered. The question is, do you have the time to become an Email Master?
A lot of small business owners simply don’t have the time to learn the ins-and-outs of email marketing, and we don’t blame them! With the time it takes you to make a single email, you could have finished that next project or closed that next lead. That’s why we recommend hiring us, Pixel Press Media, for your next email marketing campaign. We’ve spent years generating and reporting on email campaigns for our clients, and are ready to bring that level of service and expertise to you. So why not give it a try? Reach out to us today and get a free quote for your next email marketing campaign. Thanks for reading!