Targeted email marketing uses your customer’s preferences and interests to send out relevant and useful information that they would be more likely to read, in an attempt to increase sales and improve customer satisfaction. However, you can’t just bombard your customers with random sales offers and irrelevant messages; this type of spammy marketing will do more harm than good in the long run.
What is targeted email marketing?
Targeted email marketing is a strategy that ensures you only send email content relevant to your recipients—because personalization is critical to your recipient's experience. 91% of people will opt for brands that they feel are able to stay in tune with their preferences and who send out email updates they deem relevant.
Your email marketing tool can provide relevant data about your subscriber's demographic and buying behavior. When you target these segments of your list with certain messages, the communications can be much more effective.
Benefits of targeted email marketing:
The advantage of targeted email marketing is that it helps to improve the relevance of your content for your subscribers. More personalized content means a higher chance of engagement and improving customer retention. You'll also have a greater lifetime value.
Targeted email marketing offers these benefits:
- Relevance: Targeted email marketing is effective because your subscribers are the ones who benefit from relevant content - whether that be a new product launch or educational content. Avoid alienating your subscribers with irrelevant content and always think about their experience with your brand.
- Response: If you're emailing subscribers, you'll be more likely to have them react to your call-to-action, whether that's by filling out a survey, downloading a freebie, or purchasing your product.
- Relationship: Personalized emails help subscribers to get a personalized experience, shows you care about the subscribers, and help you understand the pains or desires of your subscribers.
- Revenue: Emails with a more personal, tailored message are more likely to engage with the readers and may make more of an impact on generating sales. For brands who prioritize personalized customer experience, it may make for a higher return on investment of up to 10%.
- Retention: Subscribers are drawn to messages that are tailored to their specific needs. If your content matches the needs of your subscribers, you're more likely to keep them engaged and invested over the long-term.
To use targeted email marketing effectively, check out these seven ways to use targeted email marketing without spamming.
1) Know your audience
Don’t spam—there are fines for that! Targeted email marketing is a great way to reach people directly with information they want, as long as you keep a few simple rules in mind. Keep your emails short and sweet, avoid using certain words like you or the reader, and avoid irrelevant links or multimedia. If you don’t give away any information about yourself in an initial email, people are more likely to open it and engage with your message. It takes some creativity, but figuring out how to use targeted email marketing without spamming is worth it!
2) Use relevant subject lines
Don’t just use a vague subject line because you think it’s cute or clever. You want your subscribers to open and read your emails, so come up with an idea for what kind of content is going to appeal directly to them based on their interests. If you know that someone follows a certain blogger online, maybe direct them towards that blogger’s email list or newsletter where they can learn more about products related to her niche. The key here is knowing exactly who you’re targeting with your targeted email marketing strategy and tailoring it as precisely as possible around their needs. And don’t forget: don’t spam!
3) Personalize your emails
You’ve probably heard that mass email marketing is one of (if not THE) worst ways to get your business in front of your customers. That’s because mass emails, which hit every inbox in hopes of getting someone interested, are fundamentally impersonal. And when you send impersonal emails (or any form of communication for that matter), people tend to tune out. For example, if I were a customer and received an email from a company, I had never heard of asking me to join their mailing list, it would be highly unlikely that I would even open it let alone click through. However, targeted email marketing done right can be one of the most effective ways for a small business owner to stay connected with his or her audience and generate leads—without spamming!
4) Send only high-quality content
When you send a marketing email, you are (in effect) sending spam. Don’t spam people; it doesn’t work. A study by VerticalResponse showed that 90% of recipients report they do not open or click on emails that contain bulk content or general offers. This is why targeted email marketing works so well: When you write an email that is tailored specifically to a person, and when it’s based on some information they willingly gave (such as joining your newsletter), it's much more likely they will read and respond. Most importantly, make sure all of your messages are opt-in.
5) Understand how the email service provider handles your email list
When it comes to targeted email marketing, getting your address in front of customers’ eyeballs without spamming them is tricky. The key is understanding how your email service provider handles your email list. Before sending out any campaign, make sure you understand who will be receiving your message and what they’ll be seeing when they open it. If you are using a reputable and secure email service provider, then opt for an HTML-formatted newsletter instead of plain text so that your readers will see headlines, bullet points and graphics when they open up that message.
6) Track your ROI
Like any other form of marketing, targeted email marketing needs to be measured and tracked. If you’re not careful, you could end up spending way too much on a campaign only to find out that it has little or no impact on your bottom line. To avoid wasting time and money, figure out how you can track your ROI—and do it religiously! Take note of how many conversions you get from a campaign and keep an eye on where most of those leads come from. After six months or so, you should have enough data for making future decisions about email campaigns.
7) Know when it's time to take action
With so many marketing channels, it's possible for entrepreneurs to feel overwhelmed with all of their options. Don't let that keep you from taking action, though; first learn what your options are, then decide which will work best for your target market and your business goals. Once you've made that decision, go ahead and get started. It's not wise to wait until everything is just right before jumping in, especially when there's no set-in-stone definition of right. Plus, by targeting your audience with a well-planned email marketing campaign—rather than one with more general content—you can use targeted email marketing without spamming anyone.