If you had the ability to discern the needs of your customers, you would be much more successful businessman. Of course, targeting your ad campaigns towards your customers’ needs will increase the probability of conversion manifold.
This is easily achievable through email marketing, as most of the modern email automation tools have excellent segmentation tools.
Previously, you may have sent a broadcast email out to your entire client base. In that email, everyone gets the same message. This method has a few names to identify, with scattergun emailing and spray and pray emailing being on top of my personal list.
Both methods have some success but generally fail as the majority of the recipients feel alienated and indifferent toward the generic content mass mails. There’s a much better method to email your client base. It is called email segmentation and yields much higher open rates, response rates and revenue, among other things.
But how does email segmentation work? In a nutshell, it puts the entrants on your email list into appropriate categories that determine the type of emails they are going to receive in the future.
The good news is there are email marketing tools that are ready-made for segmentation. MailChimp, AWeber, and Drip are just a few names that can help in that regard. When your clients want to opt-in as an email subscriber, these email tools allow them to set the category of emails they prefer to receive.
One client might not be ready to purchase a product or service from you but are still interested to receive information. Other clients will have a much keener interest in what you have to offer and may choose a different and more frequent category.
Other settings are based on how often your client has purchased from you or are only interested in one particular brand or item.
How does email segmentation help keep your client base healthy? It will help you weed out recipients who don’t respond or have a negative reaction toward certain type of content.
However, don’t go all crazy and start categorizing everything. It would make sense to see how successful businesses are doing it and follow their methods. Two case studies show a twenty percent increase in open rates by SHEFinds and a 40% increase in open rates by SwayChic.
Check out even more compelling facts and working tactics in the infographic below and take your email marketing efforts to the next level.