If you’re still using the one-size-fits-all email paradigm, this post may read more like an obituary. I hate to be the one to notify you, but those emails have gone to that big inbox in the sky.
It may be hard to do, but it’s time to say goodbye to those one-size-fits-all emails and hello to more sophisticated, targeted emails. Hopefully, this quote sheds some light on this new phenomena: “Email marketers who are leveraging analytics to segment and drive targeted campaigns are seeing much better results in their campaigns (open rates, clicks, conversions), lowering churn (unsubscribe, spam, etc.) and increasing lifetime values by sending relevant content that will sustain the lead’s interest and solidify you as their trusted source.”
And according to Econsultancy’s email marketing census, 55% of respondents achieved more than 10% of their sales from email. However, as much as 89% of marketers do not use targeted email marketing. Huh? That can’t be right! Especially in today’s cluttered inboxes.
Email marketing is about building relationships and earning trust. In fact, If You’re Doing Email Wrong, you’re losing out on producing $40 for every dollar spent. It’s the highest ROI of any online marketing strategy. To get the ROI, though, your emails must be relevant to the lead’s interest and timely to their buying journey.
So why is it that over half of all email marketers say they have a “great need to improve email database segmentation,” while only 32% have cited segmentation as a top priority in the growth of their programs? And fewer yet have taken the time to implement the technology? There’s a big disconnect here — maybe due to an overwhelming fear of the many challenges of marketing tech and the supposed need of “big data” to effectively target leads. First, conquer those fears by reading AWeber, Optimize Press, 1Shopping Cart and A Frog. Now…
After reading that article and overcoming your own fears and apprehensions, isn’t a targeted email strategy within reach? We get it –what people don’t know or understand scares them — but segmentation and targeting shouldn’t have to be a frightening and laborious process! Here’s why…
WPMktgEngine’s Smart Rules for Intelligent Targeting
The first type of targeting is based on something you’ve learned about the lead [field value within a lead record) such as “Type of Content Management System = WordPress.” For example, you can set up a ‘Saved Search’ to target everyone who has indicated ‘WordPress’ as their web content management system. This eliminates wasted reach of sending emails regarding WordPress to those who do not use the CMS. WPMktgEngine allows you to create custom fields for your lead records, enabling you to store information specific to your industry or organization directly within your lead database. Cool stuff, right? And that’s just a fraction of what this engine can do.
The second type of targeting uses what we call ‘Smart Rules,’ a highly intuitive, trigger-based application that takes everyone who visits a specific page (say a blog post on topic X) and adds them to a lead type of interest – Topic X. And because people will not be interested in Topic X forever, when the lead stops opening or clicking through Topic X emails for ~120 days or longer, the system REMOVES them from the Topic X lead type (using a No Activity Smart Rule). More cool automated stuff!
EXAMPLE: Every NEW lead that comes into our system is triggered to receive a 3-email sequence that introduces them to our organization, provides them with links to some of our best blog posts, and invites them to follow us on our social media pages. All that automated, personalized communication with little to no setup time.
This allows you to keep your lead machine running and revenue-generating.
Segmentation for the Ultimate In Personalization
In the targeting examples above, the first type of targeting allows you to segment on something they’re telling you (i.e. Type of CMS)—the other type allows you to segment based upon activity (i.e. blog view)… and BOTH segmenting practices maintain up-to-date and accurate data over time — either the field value changes OR the activity interest wanes.
WPMktgEngine allows you to transcend classic segmentation by expanding segmentation to better understand the lead and their journey. Customers are in different stages of the buying journey and have diverse interests, some are ready to buy, while others are just beginning to investigate. Some leads may enjoy yoga while others like free weights. So it’s up to you to offer content that caters to each specific stage and interest and guide the consumer closer to becoming a customer and beyond.
That’s why persona building is a great way to avoid sending irrelevant content at inopportune times. For example, people interested in pilates, yoga, and Barre classes most likely are not interested in free-weight training for bodybuilders. Being more targeted and timely with your segmentation will ensure your content resonates with your leads.
Haven’t yet thought about building personas? Read this article and jumpstart the process — Why You Need a Strong Buying Persona to Succeed.
WPMktgEngine’s analytics makes targeting and segmentation simple, manageable, and all the more valid to enable greater, more powerful insights; however, many companies continue to struggle due to the overwhelming customer intelligence generated daily. It’s time you simplify the intelligence for more precise targeting!
Our commitment is to help you segment and drive targeted campaigns with ease. Stop fearing the unknown and uncover your true potential with WPMktgEngine.