Email marketing is still one of the best marketing strategies for many businesses. It can constantly keep your customers up to date with new products, events and news about your business.
Segmentation is essentially a way to build more specific emailing lists of your customers. You are segmenting your customers based on criteria such as gender, age, location, interests. The more data you collect from your website about a customer the more specific you can target them with tailored emails designed to promote more sales.
This is really useful for businesses promoting products, you may have a new product aimed at men of a certain age. Using a list based on male users of your customer base you could send a specific email direct to your male audience. The same could be for a product aimed at women, or a certain age group. The more information you can collect on your users the better. Most eCommerce based websites collect this type of data when signing up customers.
Segmentation is a great way to tailor you email marketing campaign to promote the best chance of sale conversion.
Unlike a blog post on your website which requires a customer or user to actively visit your website to find out that information. Email marketing drops that information directly in to their inbox.
Digital Park provides email marketing to small businesses to help promote sales, send invites and monthly newsletters to Newmarket, Cambridge and Bury St Edmunds.
Having an understanding in what your customers find appealing will increase your chance of conversion. A/B testing allows you to test multiple email layouts to different customers. This can be very useful to find out which layout performs better in driving click through or sales of a product.
An example would be, one layout with a link button and another with a link product image. Both link to the same content, but which will be more appealing to your audience? You may think the answer is simple, but not every email client works the same way. Some image links could be removed, images may get stripped out, or it may not be obvious to the customer the image is a clickable. Meaning the button may be a better chance of converting a user to a click.
To be successful in your email marketing campaign you need to understand the way in which your customers are responding to your email. Identifying important metrics such as best opening times, open rate, click-through rate and unsubscribes by email address, can help improve your future email marketing.
Knowing what links have been clicked for best conversion can show you what kind of content your customers are interested in, not to mention which customers where interested by email address. Tailoring your email marketing becomes easier once you understand your audience and their preferred interests.
If you have any questions about our services and how they can help improve your business online then please contact us by email, telephone or the contact form.