It's a common mistake to assume that a more targeted email marketing campaign is also more expensive. It should be. Here are some ways that you can segment your target list that shouldn't cost you anything extra.
Dont assume that targeted email marketing campaigns are the costly preserve of massive companies. There ways to apply basic targeting of your email marketing that your email marketing company won't charge you anything extra for.
We know who opens your emails and follows links because email marketing is so measurable. This is a clear signal that they are happy to get emails from you. This core group should be emailed frequently.
So, if we know who is responding to your emails, we also know who isnt. What can you do to win them back? It will surely be easier than having to find new customers. How about sending them your best offers yet? You could also think about what may have caused them to disengage. The easiest way to find out is a simple email asking for feedback
What about your long term customers? Do you find there is a difference in opening rates and engagement? It can be worth trying to let this group see something different if you are seeing opening rates dropping off. Regain their interest. Avoid getting to the point where this group makes their way onto your inactive members list.
Time on the mailing list is important at both ends of the spectrum. Obviously you want to separate new subscribers to give them a welcome email, but it is also worth asking yourself how much they know about your company? It can be worth going the extra mile with this group early on to clearly differentiate yourself from your competitors. This can be in addition to your standard email marketing material, or you could get this information to them without the sell.
This isnt rocket science and you will quickly start to notice results. Another thing to consider is the information that you ask when customers initially subscribe to your mailing list. If you ask too much there is a risk that the customer wont complete the registration, but the more you know about the customer the more you can target your email correspondence. It doesnt necessarily need to be an in depth questionnaire, things like sex, age and location tell you a lot about your customer. If you manage your list well you can continue to learn about your customer throughout the relationship. This could involve sending out questionnaires, or simply watching the type of links they follow in order to build a more complete picture of their needs.
There is no doubt that more targeted email marketing activity can be simple and need not cost any more than less effective, scattergun approaches. Its worth spending a little extra time to plan your campaign more effectively.
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