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Although some people consider emails outdated, email marketing has stood the test of time. Furthermore, it has proved to be extremely adaptable, managing to implement new advancements in tech and marketing. If you're looking to supercharge your email campaigns and boost conversions, you've come to the right place.
Today, we're diving into the exciting world of behavioural targeting in email marketing and exploring how it can transform your strategy into a conversion-generating machine.
Click on each corresponding link to jump ahead:
- Understanding Behavioural Targeting in Email Marketing
- Best Practices for Behavioral Targeting in Email Marketing
- How to Segment Your Audience
- How to Create Personalized Email Campaigns
- The Most Common Email Marketing Strategies
- Final Thoughts
For assistance with your email marketing campaign, contact the professionals at Profitworks.
1. Understanding Behavioral Targeting in Email Marketing
Once you've unlocked the secrets of behavioural targeting in email marketing, you can use these tips to boost your advertising efforts. By harnessing the power of customer behaviour data, you can create highly personalized and engaging email campaigns that leave a lasting impression on your subscribers.
Remember, it's all about delivering the right message to the right person at the right time. Once you are armed with this knowledge, you can conquer the world of email marketing with the might of behavioural targeting. Watch your engagement rates soar, and your conversions skyrocket!
Before we jump into the nitty-gritty, let's define what behavioural targeting in email marketing means. In a nutshell, it's all about using customer behaviour data to personalize your email campaigns. You can craft highly targeted and relevant content that resonates with your subscribers by tracking and analyzing actions like:
- Website browsing behaviour,
- Purchase history, and
- Email engagement metrics.
When it comes to email marketing campaigns you should also consider the best time to send marketing emails. That is particularly true for time-sensitive campaigns or products that impact the everyday lives of your customers.
Your subscribers will be happy to receive personalized messages - Photo by Andrea Piacquadio on Pexels
Now, let’s consider the best practices for behavioural targeting in email marketing.
2. Best Practices for Behavioral Targeting in Email Marketing
As with any marketing strategy, following best practices is important to ensure success. Consider the following best practices for behavioural targeting in email marketing:
- Obtain explicit consent: Ensure that you have obtained explicit permission from subscribers to collect and use their personal data for targeted marketing purposes. This can be done through opt-in forms or checkboxes during the sign-up process.
- Transparent privacy policy: Clearly communicate your data collection and usage practices in a privacy policy. Make it easily accessible and understandable to subscribers, outlining how their data will be used and protected.
- Provide opt-out options: Allow subscribers to easily opt out of behavioural targeting or modify their preferences at any time. Provide clear instructions and visible unsubscribe links in every email.
- Preference center: Create a preference center where subscribers can control their data and communication preferences. Allow them to choose the types of emails they want to receive, the frequency, and the topics they are interested in.
- Respect frequency and timing: Avoid bombarding subscribers with too many emails or sending them at inconvenient times. Use behavioural data to determine the optimal frequency and timing for sending targeted emails.
- A/B testing and data analysis: Continuously refine and optimize your email campaigns by conducting A/B tests to identify what resonates best with your subscribers. Analyze data insights to understand which strategies, content, and targeting methods yield the best results.
- Monitor and analyze results: Track and analyze the performance of your behavioural targeting campaigns. Monitor key metrics such as open rates, click-through rates, conversions, and revenue generated. Use the insights gained to refine and improve your targeting strategies.
- Use automation and segmentation: Leverage marketing automation tools and segment your email list based on subscriber behaviour, interests, or demographics. Send targeted emails to specific segments, delivering relevant content to improve engagement. The digital marketing experts from Movers Development suggest implementing automation in every facet of your company to streamline mundane, time-consuming tasks.
Email marketing is ever-evolving, so keep experimenting and adapting to stay ahead! Now, let’s consider how to actually segment your audience in email marketing.
3. How to Segment Your Audience
Segmentation is the name of the game for effective email marketing, and behavioural targeting takes it to a new level. With behavioural targeting, you can slice and dice your subscriber list into specific groups based on their:
- Actions,
- Preferences, and
- Interests.
In return, this allows you to create highly targeted and personalized email campaigns that resonate with each segment. Rather than sending a generic email to your entire subscriber base, segmentation allows you to deliver more personalized and relevant content to different segments. For instance, you might have segments like:
- Frequent buyers,
- Inactive subscribers, or
- New customers
Once you have segmented your audience appropriately you can now customize your email content and offers to match the interests, preferences, or behaviors of each segment. For example, if you have a segment of "frequent buyers," you might send them exclusive discounts or loyalty rewards. If you have a segment of "new customers" you might share promotional emails with them to promote their future business. For “inactive subscribers”, or those subscribers who have gone quiet, behavioural targeting enables you to create re-engagement campaigns with tailored incentives or content, enticing them to reconnect with your brand.
The power of behavioural targeting lies in its ability to deliver the right message to the right people at the right time, ensuring your emails have a higher chance of grabbing attention, driving engagement, and ultimately boosting conversions.
Knowing your users’ online behaviour can help you craft the perfect marketing.
Once you understand the process of segmentation you can now begin creating personalized email campaigns.
4. How to Create Personalized Email Campaigns
Personalization is the key to capturing your subscribers' attention and forging meaningful connections. With behavioural targeting, you can go beyond generic messages and truly speak to your subscribers' interests and needs. The following are several ways you can create personalized email campaigns:
- Use subscriber's name: Address each subscriber by their name in the email to create a sense of personalization and establish a connection.
- Personalized subject lines: Craft subject lines that are tailored to each subscriber's interests or previous interactions. Use their name, reference their recent activity, or include personalized offers to grab their attention.
- Location-based targeting: Customize your emails based on the subscriber's location. This can involve including localized offers, event invitations, or information specific to their geographic area.
- Personalized offers and discounts: Provide exclusive offers, discounts, or rewards based on subscribers' preferences, purchase history, or loyalty status. Make them feel special and valued.
- Leverage browser history: Leverage browsing history to change email content dynamically. For example, suppose a subscriber has recently shown interest in a specific category of products on your website. In that case, you can tailor your email content to showcase similar items or offer relevant recommendations. Adapting to what users are doing lets you demonstrate that you understand their needs, making them more likely to engage with your emails.
- Offer exclusive promotions: Offer exclusive promotions based on subscribers' previous purchases. Behavioural targeting lets you tap into their buying history and identify their preferences. Use this information to create targeted campaigns that offer: personalized discounts, special offers, or product bundles that align with their past purchases.
- Implement Triggered Emails: Consider implementing triggered emails based on specific actions. By utilizing behavioural triggers, you can automatically send highly relevant and timely emails, reminding your subscribers of their interest and encouraging them to take action.
Remember, personalization is all about making your subscribers feel seen and valued. Take the time to analyze and understand their behaviours, preferences, and needs. Tailor your email content accordingly, and you'll create a personalized experience that resonates with each subscriber, fostering a sense of loyalty and driving engagement.
Remember to measure the effectiveness of your campaigns - Photo by Carlos Muza on Unsplash.
Now, let’s consider the most common email marketing strategies.
5. The Most Common Email Marketing Strategies
When it comes to email marketing, there is a wide array of strategies to choose from. However, regardless of which ones you pick for your campaign, you should always look for additional ways to enhance your approach. Let’s consider some common email marketing strategies:
- Welcome emails: One of the most common tactics is using welcome emails, which are sent to new subscribers to introduce your brand and set the tone for future interactions.
- Drip campaigns: Another popular approach is the implementation of drip campaigns, where a series of pre-scheduled emails are sent to nurture leads and guide them through the sales funnel.
- Newsletters: Newsletters provide a way to regularly engage with your audience by sharing valuable content, updates, and promotions.
- Cart abandonment emails: For e-commerce businesses, cart abandonment emails effectively remind customers about their unfinished purchases and entice them to complete the transaction.
- Email recommendations: Finally, personalized email recommendations based on customer preferences and browsing history can drive conversions and foster a deeper connection with subscribers.
- Promotional emails: Send emails to promote specific products, services, discounts, or sales. These emails often include compelling call-to-action buttons and persuasive copy
- Re-engagement emails: Send emails to inactive subscribers to re-ignite their interest and encourage them to re-engage with your brand. Offer exclusive discounts or valuable content to entice them.
- Upselling and cross-selling emails: Recommend complementary products or upgrades based on customers' previous purchases, encouraging them to make additional purchases.
- Post-purchase follow-up emails: Send emails after a purchase to thank customers, provide order confirmations, shipping details, and request reviews or referrals.
- Segmentation and personalization: Segment your email list based on subscriber demographics, preferences, or behaviour, and personalize the content to make it more relevant and engaging.
These are just a few examples of the diverse strategies that can be employed to maximize the impact of your email marketing efforts.
6. Final Thoughts
Overall, behavioural targeting allows you to go beyond mass messaging and instead deliver personalized, relevant, and timely content to your subscribers. It enhances engagement, improves conversion rates, and builds stronger customer relationships, all of which contribute to the success of your email marketing campaigns.
If you require assistance with your email marketing campaign, contact us today!
Email Marketing Practices for Local Businesses
Email marketing has been competitively standing its ground as one of the most cost-effective tools, bringing great results to companies worldwide.
Local businesses are enjoying the benefits of email marketing, so why shouldn’t you? Keep reading and find out more about how to build an email list, the best practices, and some content ideas!
Choosing an Email Marketing Tool
Whether you are new or experienced in the field of email marketing, you will not be able to do this on your own.
For that reason, a good email marketing tool is needed for you to achieve the best results possible. If you are looking to save money and still enjoy all the benefits – Sender is the right tool for you.
It contains a free forever plan which includes all the necessary features such as:
- Automations
- Integrations
- A/B testing
- Analytics
- Template library
- And much more
As a result, you will be able to craft stunning emails in no time without worrying about the finances.
Building an Email List
Before you communicate with your local customers, it is important to gather information about them which will become very beneficial when creating your emails.
The data collected will help you segment your audience into categories based on their:
- Behavior
- Needs
- Age
- Gender
In that case, you will create emails that are suitable for all the categories in your segmentation and approach the clients in the best manner possible. Let’s look into a few ways on how you can gather the email list if you don’t have it yet:
Using landing pages
You can place sign-up forms on your landing page (hint: it’s super easy to build landing pages with the right landing page builders), where customers interested in your brand can leave their details for further contact. You can arrange pop-ups that will appear at the right time (on arrival to the website, before leaving it, etc.) to trigger the sign-ups.
Here is an example of great pop-up you can build using Sender:
Social media for lead generation
If your social media followers seem to be engaging, you might try to ask them to subscribe to your upcoming emails. Simply leave the sign-up form, which they can fill to receive your latest news and offers.
QR codes in your store
Your physical store, café, or restaurant are also excellent places to gather subscribers. You can provide your customers with a QR code that will open the sign-up form. Besides, once you are face-to-face with a client, you can encourage them to register and tell more about the upcoming benefits they will get.
Partnership with other local businesses
You can join forces with other businesses around you to create an email list. For example, if you sell coffee while the business nearby sells cakes and chocolates, this might be a great opportunity to partner up and achieve the goals together. Besides, you will gather more potential clients who have never shopped with you before.
Regardless of the method you decide to choose for email list building, it is always good to motivate your clients with a little encouragement. Offering a small treat or a discount will be advantageous as more people will be willing to sign-up in return for something special.
Best Email Marketing Practices and Content Ideas for Local Businesses
Email marketing is not only about increasing your sales and accomplishing the business goals. In order to do that, you have to give something in return to your subscribers so they would be keen to buy from you or use your services. Below, there are a few strategies that you might want to use for your email marketing and some content suggestions:
1. Send Newsletters (Weekly, Monthly, Annually)
Email newsletters are filled with useful tips and tricks your target market can benefit from. They help to establish solidarity, lend authority and contribute to a long-term customer relationship.
Content Ideas:
- Local announcements – talk about the upcoming events, community gatherings, special days, or other important information. Use videos in your emails to make your announcements even more engaging.
- How-to tips and tricks – teach your subscribers something related to your business. For example, if you are a coffee shop, you can give tutorials on how to make a great coffee, what coffee beans are the best, the benefits of coffee, and more.
- Local guides – share your opinions on the local community and how to improve it and provide guidance on the best places to visit, eat, drink, or shop.
Source: Original The Whisky Exchange email
2. Provide Special Offers and Discounts to Your Customers in Email
Create relationships and build loyalty by providing special offers and discounts to your customers and subscribers. It is good if your offers relate not only to special holidays and days within the year but also to community events and gatherings.
Content Ideas:
- Seasonal offers to the local community – you can create unique campaigns and discounts for holidays to celebrate local residents and encourage festivities.
- Promotional emails – send limited-time deals to motivate quick sales and purchases. The sense of urgency always encourages people to buy.
- Ask for a review – testimonials help businesses improve, so motivate your clients with a gift or a great discount in return for a review.
Source: Original Sam’s Club email
3. Encourage loyalty
As your focus point is the local community around your business, keeping these residents loyal to their area is important. However, a little encouragement and special attention are needed to showcase that the customers are valued and appreciated.
Content Ideas:
- Send gifts – to say thank you for loyalty, award the customers with gifts: a free cup of coffee, 2 drinks for 1, etc.
- Extra attention on special days – although all customers deserve attention, loyal ones deserve more. Give more significant discounts or send exclusive offers just for the long-lasting clients.
- Birthday wishes – send a card or special deal to celebrate the birthdays of your loyal clients. This extra attention will definitely show how important they are to your business.
Source: Original Revolve email
It’s Time to Take Action with Email Marketing for Your Local Businesses
Remember, the size of your business does not matter when it comes to success in email marketing. Instead, crafting the right strategy and ensuring that customers enjoy the content you provide are keys to victory.
For starters, selecting the right marketing tool is necessary as it will be your partner and best friend throughout this journey. Sender is definitely a good choice if you are looking to save money but still rock in your email marketing game.
Do not forget to build an email list that will be your focus point when sending your campaigns and deals. The more information you have on your audience, the more personalized emails can be crafted.
Lastly, decide on the types of emails you are willing to send to the customers. Ensure that your content focuses on providing value and benefits to the local community so at the end of the day, they become long-lasting loyal customers.
About the contributor: Words and their magic drive Luka. It's her biggest passion and natural habitat. So she lives by the motto - the mind is clearer when you write down what's inside it. Oh! And Luka also manages the content for Sender.net, ensuring that everything is on point.
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In this guest post, we take a look at how you can create a targeted email list.
Contact us today if you need assistance getting your email marketing campaign off the ground.
This article will cover some of the most effective ways to bring in more users and maximize your email marketing results. Keep in mind that lead acquisition is just one step of the sales cycle—once a customer joins your list, it’s important to follow up with fresh content that gets them interested in your brand and products.
How to Create a Targeted Email List (Guide with Examples)
Marketers often focus on email content, but even the best content strategies won’t succeed without a strong targeted email list.
Furthermore, email has an incredible ROI at roughly 4000%, so it’s critical to generate as many subscriptions as possible in order to drive sales.
1. Maintain A Healthy List
You might think that a larger email list is always better, but quality has a greater effect than quantity when it comes to email marketing. Adding disengaged leads who don’t care about your brand will only hurt your email performance.
Spam filters use open rate and other metrics to determine whether your content is worthwhile. If most users are ignoring your messages, they’ll eventually go straight into your subscribers’ spam folders. Email list cleaning is crucial to maintaining strong email deliverability.
Buying leads is, therefore, one of the worst things you can do for your email list. While you’ll technically gain subscribers, you’ll end up having more trouble reaching the readers who genuinely want to engage with your content. Resist the temptation to pay for contacts—if you can buy them, so can anyone else.
With that in mind, you should try to remove any inactive users from your email list at least annually, and even more frequently if possible. Of course, you can try to bring subscribers back with a re-engagement sequence before deleting their contact information.
Here's a handy graphic that outlines how a targeted email list can help drive sales.
2. Leverage Marketing Software
Marketing automation is still a relatively new field, and nearly 3 in 10 businesses still haven’t automated their marketing practices. Without an email service provider, you’ll be at a significant disadvantage compared to other businesses in your niche. These are just a few of the tasks you could streamline through automation:
- Design and implement new sign-up forms
- Segment sign-up forms based on customer information
- Analyze subscription rate for each sign-up form
- Develop automated messaging based on customer behaviour
Marketing automation might sound like a useless expense, but it can save you money while helping you increase sales engagement and web traffic. Automating tedious and repetitive tasks will give your team time to spend on other important projects.
3. Experiment with Different Sign-up Forms
There’s nothing wrong with the classic opt-in form, but more interesting visual designs will catch your audience’s attention and lead to even more subscriptions. With marketing automation software, you can test out a variety of sign-up content to see what resonates with your audience.
Landing Pages
Dedicated landing pages, for example, focus directly on your email newsletter rather than making the opt-in form one element on a crowded page. They can also be used to offer discounts, gifts, and other perks to users who enter their email address and subscribe to your newsletter.
Customers are substantially more likely to subscribe if they feel like they’re getting something in return for their contact information. All things considered, an initial benefit is a small price to pay for a new customer.
Exit-intent Popups
Many programs also give you the ability to add popups to your site for even more subscriptions. Popups are one of the best ways to direct attention to your sign-up form.
While popups are usually associated with intrusive or distracting content, exit-intent popups only appear when a user is about to leave. In other words, they’ll help you generate more subscriptions while improving your website’s average length of visit.
Like landing pages, popups are a great opportunity to provide exclusive perks for new subscribers. If a reader sees that they could save 10% by entering their email, they may reconsider their decision to leave your site. Don’t forget to test different offers to monitor each one’s subscription rate.
Interactive Sign-up Content
Any perk can help you get more subscribers, but the ability to win a variety of benefits will give users even more motivation to sign up for your newsletter. The Wheel of Fortune sign-up form, for example, gives each new subscriber one spin for a selection of discounts.
Be creative when trying to add to your targeted email list.
4. Start a Referral Program
No matter how well you optimize your digital marketing practices, there’s nothing more efficient than word of mouth referrals. You can generate even more referrals by offering customers a bonus in exchange for introducing friends, family members, and business contacts to your brand.
Attracting new leads is one of the most difficult stages of the sales cycle, so gaining subscribers through referrals is a natural way to build your list and improve your email marketing results. Even something as small as free shipping or access to exclusive content can be enough to incentivize referrals. There are plenty of ideas on how to promote your referral program.
5. Run Online Giveaways For Your Targeted Email List
Giveaways are another highly effective option for increasing shares on social media and other platforms. A single giveaway can bring in tens or even hundreds of subscribers, so even a relatively expensive prize will still lead to a strong ROI.
Along with providing their email address, you can offer additional entries to promote other behaviours such as sharing the giveaway on social media or entering their phone number for SMS marketing.
Make sure to pick a prize that’s unique to your audience—if you give out a generic prize like cash or an Amazon gift card, people will sign up regardless of their interest in your brand.
Lead acquisition is just one part of the puzzle, but improving your subscription rate is an incredibly efficient way to increase both sales and traffic. These tactics will help you optimize your email capture practices for more subscriptions on your website and social media pages.
Customers will ultimately be attracted to high-quality content and products.
Why Do Almost All Market Leaders Use A Targeted Email List? They Work!
According to McKinsey & Company Marketing and Sales, email marketing is almost 3 times more effective in acquiring customers than using Facebook and Twitter combined. In addition, the average purchase generated by email is 17% higher than the purchases from social media networks. Market-leading businesses have found that email marketing is a cost-effective way to meet with their customers in a location they visit every day – their email inbox. We challenge you to take one of these ideas and use it for a month and see what kind of results you get.
Email marketing can help your business grow because it:
- Strengthens Relationships: Email is an effective tool to help you communicate with your customers and keep you in the forefront of their minds. People are more likely to buy from someone they know and are in contact with.
- Builds Credibility: By sharing helpful and informative content, your emails can increase your credibility with your customers.
- Generates Sales: Every customer is valuable to your business and finding new customers is important. Not everyone who signs up for emails may be ready to purchase, but your emails will help you capture a potential customer’s attention and grow a relationship with them so that when they are ready to buy, your business will be foremost in their thoughts.
About the author: Evaldas Mockus is an Experienced Search Engine Optimization (SEO) Specialist with a demonstrated history of working in the information technology and Saas companies. Currently, he is associated with Omnisend, an e-commerce marketing automation platform built for growing e-commerce businesses.
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Email marketing is an extremely cost-effective digital marketing strategy that can help create sales for your blinds store. How does it work? Find out in today's podcast.
