Email Marketing and how to leverage it to Target Intended Audience
With the ever-evolving digital landscape, marketers are shifting their focus to reliable and cost-effective solutions such as email marketing.
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Not only does it give stakeholders a direct line of communication with the reader, but it also is renowned for delivering exceptional ROIs. If used well, there is no medium of digital marketing like email marketing. It is reasonably simple to execute while providing stunning results. With email marketing, you can now deliver relevant and targeted content straight to your subscribers. This article details the top 4 tactics that you can leverage to take your marketing journey even further.
Newsletters and Newsfeeds
People nowadays head straight to their social media feeds to get the scoop on the latest news. They often scroll through messages, scan content and consume posts about the things they like. An email newsletter can help accomplish the same goal. All you have to do to set up your newsletter is curate all your best posts and put them together.
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A template with an organized list design can help you with achieving a news feed look. You can invest in design templates that are clean and digestible for better readability. Also, a designer with drag and drop functionality can provide excellent ease of use. A news feed has articles that have their title, image, and description in a clean design. Photos must be of the same size with left-justified alignment. The title must never be exceptionally long and must be presented in a bold font. Try keeping the description very informative yet brief. Using automation to create newsletters well in advance and schedule them for a specific time and date is also a good hack. This aspect ensures that they are delivered at regular intervals using innovative newsletter ideas that are critical for enhanced customer engagement. However, it is important to implement the right strategies for email marketing.
If you want to increase your engagement levels, you need to step up your game and deliver content that demands the reader’s attention. So how does one go about it? Brief and catchy headlines coupled with captivating images are an excellent way to start. You can also consider using GIFs in your emails to grab the customer’s attention. GIFs are a viable alternative to images as they are neither costly nor time-consuming to make (unlike videos). Many DIY tools can help you create excellent GIFs that you can use in your email chains. The idea is to create content that forces the reader to give it their attention. Apart from GIFs, you can use other visual elements such as short videos and mini slideshows to intrigue the subscriber and pique their interests. This factor will help massively with customer engagement which increases the odds of conversion in the future.
Email Preference Centre
Digital platforms offer businesses a hoard of options to target customers and show them their ads. Consumers these days are increasingly getting sick of viewing ads, resulting in massive ad fatigue. Publishers are now able to send highly targeted messages through email. In email marketing, readers can let publishers know what kind of content they want to consume. If you set up an email preference centre using this tool, readers can self-select what they want to see from your side. The preference centre can also be used to segment subscriber lists and send targeted communication to those segments. Whenever a reader becomes a part of a specific segment, it can trigger the delivery of a targeted email or email chain to that reader, including sending a welcome email or a recommendation. You can also use automation in mail marketing to schedule the delivery of emails at specific dates and times.
As the name suggests, it is the process of creating sub-lists out of the primary subscriber’s list based on the point of commonality. You can create segments based on geography, demographics, purchase history, customer behaviour, position in the sales funnel etc. and then send targeted emails to those segments. Marketers typically create buyer personas and user profiles from these segments that can help them understand the customers better. The idea is to increase relevance and get a response from the reader after they find your content relatable and valuable. This strategy works well, especially for small businesses which can leverage it to increase their chances of getting quality leads and ultimately their sales through the email marketing channel. You need an email deliverability expert to help you with this tactic.
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Targeted emails have been time and again proven to be much more potent than generic emails. Segmentation provides an easy way to send out personalized content to readers, enhancing their experience with your platform. Customers don’t like being sold to and pay attention to companies that make efforts to nurture trusting relationships with them.
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Segmentation is also an excellent way to build such equations and helps grow customer’s trust in your brand. There are several ways to segment the email list.
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