Email marketing is a highly used marketing tool that most businesses these days use to convey their message to their customers. Although email marketing can be more of a hit and miss, sometimes you don’t achieve the necessary results. This is because people are generally busy in their life and they simply do not have time to open and see each and every email. So unless your email marketing campaign strikes out as something highly noteworthy it simply won’t be opened.
Another point to note is that most brands make the mistake of sending out the same emails to their customers. It’s like a mass email campaign. It sometimes works and sometimes it does not. This is because people expect a certain degree of personalization when buying something from brands and they expect the same thing while receiving brand communications too.
Here are some email market segmentation examples that you can use for empowering your campaigns:
Divide and conquer is the only way to achieve some degree of success in email marketing campaigns. What you can do is divide the customer according to the lead source and then accordingly send that category of customers a mail. For example, suppose you get a list of customers who have first-hand subscribed to your mailing list. Then you might have gotten another set of customers from Twitter. Like this, there can be multiple sources from which you might have got your customers. Then all you have to do is send separate emails to the group of customers. This is important that you do not send the same email to all the groups of customers. Since the customer acquisition method is via different channels, the type of personality of the customers will also be different.
For example, if you get a lead from TikTok then in all probability it will be a Genz or millennial customer. Then if you get a lead from Facebook then most baby boomers will be there.
Many brands try to focus on the sales aspect of the email marketing campaign. Rather, you should focus on building relationships then you can slowly capitalize on that to build a workable relationship. You see people love to interact with other like-minded people and they always favor those who could add some value to their lives. So if you could convey to your customers that you are selling something which can potentially add value to their lives, then this could make sure that they stay as your customers for the rest of their lives. This is called customer loyalty and you should leverage this to convert your visiting customers into actual revenue-paying customers.
For example, you could offer the customer an option to get a trial version of your product, and then after that, if they decide to use your product further they can take up your premium subscription. Do not try to sell them this premium subscription at first. This is the difference between sales and marketing. You have to be indirect in your approach and then smartly place your point.
As a company, you have access to a lot of data about your consumers. So try to cash in the consumer trend and offer them what they want. For example, suppose you run an e-commerce website and you see Genz people showing up a lot of interest in the electronics section but mostly are abandoning the carts.
So try to push the products to them by writing about alternative finance options or EMI or BNPL options so that it helps them purchase. Try to figure out what is the problem then try to get to the source of the issue and then offer an alternative resolution. You could also try to do one thing. Suppose you find out that one of your customers is facing an issue of product quality and price mismatch. Means they are paying for a premium product but the quality they are getting is normal. So if such customers come complaining to you, you should try to actively follow through even if you are just the seller of the product and not the manufacturer. You could ask the manufacturer for some more additional details and then revert back to the customer with that.
Or you can do one thing: send an email campaign that highlights the difference between a premium version of a product and a normal one. For example, there are supposed two types of pulses, one is unpolished premium pulses another is polished normal pulses. A customer might think that they are getting substandard pulses because unpolished pulses look a bit different. But in reality, unpolished pulses are very much healthy and should be preferred over regular polished pulses.
At one point in time, there might arise a situation where your customers might have asked for a product’s demo or had shown some interest in your product but then the deal fell through.
Use this as an opportunity to remind them about their past recollection of the product they wished for but did not buy. But don’t get too pushy about this as there might be a lot of reasons why the customer did not go through with the wished product. Try to format the email more like an investigation aspect rather than going detailed about the customer’s indecision.
You must offer your customers some other alternative options too. For example, suppose you are a manufacturer of wooden tables and you are emailing your clients about some of your latest designs. So don’t just straight-ahead post some designs of tables.
You should first create a sense of demand and then fill that demand with your product. So try to focus your email on the practical usage of your tables then slowly divert the topic towards design and variety of them.
Email marketing is a difficult segment to crack open so try to get a grasp of your target audience before jumping into the segment. Since the entire marketing aspect is happening in the virtual world and that too without practical feedback so at times it gets difficult to gauge the audience’s reaction.
Pallabi Nandi is a content writer and a teacher by profession. She has co-authored 5 books. Her goals and aspirations are to be a vivid writer and to write pieces of work that would condescend the world with it. She holds a master’s degree in English literature from the Central University of Jharkhand. In addition to writing, her dedication to teaching kids is strong and never-ending. Get in touch here.