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Can you afford to make your email marketing more targeted? Can you afford not to?

Guest post by: Sarah Haines

Article Overview: Many businesses make the mistake of assuming that targeted email marketing is more expensive that just sending emails and hoping for the best. We show you why you need to make your email more targed and how you can do that without stretching your budget.

Can you afford to make your email marketing more targeted? Can you afford not to?

Targeted marketing campaigns']);"> email marketing campaigns dont need to be expensive and arent exclusively for the big boys. There are many straight forward ways to segment your mailing list which dont cost you anything. We have talked about how measurable the results of marketing campaigns']);"> email marketing campaigns are, so we already know who is opening your emails, following links and generally following through on calls to action. The message is that they like what you are doing. This is the group you should contact most often.

Of course, the same stats mean who know who doesnt engage with emails from you. Winning back these customers will be easier than finding new ones. It is worth spending time on them. One obvious thing you can think about here is directing even better offers at this group to win them over. 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

When looking at opening rates and general member activity, it is worth looking specifically at customers who have been on your mailing list for longer. Do you get the same level of engagement from this group as from newer subscribers? Why not try and give these guys a little bit of a surprise? If engagement is dropping off that is probably because they are finding your communication predictable. Break out of that pattern to get their attention again. Avoid getting to the point where this group makes their way onto your inactive members list.

Newer subscribers are another group you should give special attention to, beyond a simple welcome email. How much do they know about your company? If the relationship starts well then it can bear fruit for many years, take this chance to stand out from other mailing lists they may be on.

You will see the benefit of these simple segmentations very quickly. You should also think about questions you are asking users when they first join 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. Things you may like to know include where the customer lives, how old they are and what their gender is. This simple information is a start to building a profile on your customer. You dont need to try and get everything at the outset either. As time goes on you can engage customers with surveys and questionnaires to learn more about 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. You will certainly see results if you dedicate the time to getting to know your customers and targeting your email campaigns more effectively.

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Article Tags: email marketing companytargeted email marketing, email marketing uk, targeted email marketing campaigns



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