Use Profitable Email Marketing Strategies To Maximize Results
The key to effective email marketing is to learn and implement profitable email marketing strategies. Email marketing isn’t new and it isn’t trendy but when it’s done right, it’s incredibly effective. Other mediums have their place in any overall marketing strategy, but few are likely to deliver the ROI that can even come close to email. Various trends come and go. Social networks rise and fall. Through it all, email continues to prove its worth for driving sales, raising brand awareness and delivering highly targeted marketing messages. The key is to learn and use profitable email marketing strategies.
Most people use email marketing like that van driving through neighborhoods (your subscriber list) blaring out a message to everyone on the block. You can get sales that way, but the most profitable email marketing strategies is to become laser focused on that neighborhood. While that van (your email marketing newsletter) is driving around, you can also set up your email marketing like a group of agents going door to door with specific offers based on the actual interests of your subscribers.
How do we find out those specific interests?
Most email marketers tend to focus on only collecting the name and email address of subscribers. This can certainly get things started but to really target your subscribers, you will want to look at a few more detailed options. These tips will take a little time to implement but they are well worth it if your goal is to drive sales with your email marketing.
The options you use will vary based on your industry, your target market, and the products or services you offer. Let’s look at a few examples:
Someone offering various coffee products might segment their list based on how their subscribers prefer their coffee. Some like it black. Some like a little sugar. Others may prefer cream or cream and sugar. By asking for those preferences in the capture form, the marketer can then target specific product offers and specials directly to those subscribers. A simple way to do that would be to use custom fields in the capture form. Now, beyond name and email, you know which subscribers like their coffee a certain way.
Another example would be someone building and managing a thai food cooking list. Some folks like their food extra spicy. Some prefer it to not be spicy at all. Others will be somewhere in between. By using custom fields in the capture form, the list manager can target offers of more spicy options to those that have expressed interest.
A company that manufactures various drum and percussion instruments would do well to know which subscribers are interested in which instruments or study courses. Asking for these options up front with the user of custom fields can be a great way to get started.
These simple options help you keep your offers properly targeted directly to the most interested prospects and it’s a great way to start off on the right foot.
An option for those who who just started with the basic information like name and email can still take advantage of this strategy by creating multiple campaigns within their account. Using the coffee example, you created a campaign for coffee drinkers. Everyone interested in learning more about your coffee joined your list. But you know some prefer their coffee black while other prefer cream or cream and sugar. Your next step would be to create additional campaigns: 1 for those who prefer black coffee, 1 for those who prefer cream, 1 for cream and sugar drinkers, 1 for sugar drinkers.
You would then create Action chains to each campaign, add these links to a newsletter and send that newsletter out to your master list asking them to click their preferences. That reader who clicks the link for cream and sugar would then automatically be subscribed to the cream and sugar campaign. You can set the option to let subscribers be in multiple campaigns.
Now here is where these profitable email marketing strategies really start to pay off:
You still have your master campaign. This campaign can be used for general information, overall updates, etc… that would appeal to or apply to your entire range of subscribers.
But when you decide to run a special offer for a special blend of coffee with cream and sugar, you would broadcast that offer out to those subscribers on the cream and sugar campaign. Because that offer is laser targeted, your readers feel like you know their preferences and are interested in helping them get real value. Your open rate goes up. Your engagement goes up. Sales go up!
Profitable Email Marketing Strategies: TAGGING
Tagging is a great way to segment and target your subscribers in a master list without having to create multiple campaigns. Some of the most obvious reasons for tagging would be the option to retarget your subscribers based on whether they opened an email or not. You can use a new subject line and broadcast out to those that haven’t opened an email in a while (or ever). Maybe they opened an email but didn’t click any links. You can send out an email with different call to action lines to see if you can improve response rates. You can also tag subscriber based on their interests. If you saw that they clicked on a particular offer in your newsletter, you can tag them and follow up with an offer specifically related to their interests.
You could also tag subscribers based on where they subscribed from. Knowing which subscribers are in various time zones or countries can help you time your broadcasts to times when they are going to be more likely to read your message.
Knowing which advertising resource that lead came from can help you target your content in ways that appeal to that demographic.
For more advance users, if you are talking with prospects and customers in your campaign and they express an interest in a particular topic, event, or sport, you could tag them as having that interest. Imagine the impact of sending something as simple as a discount on theater tickets to someone you know is interested in theater.
Your credibility goes up. Your rapport goes up. Your sales go up.
We encourage you to put these profitable email marketing strategies to good use to boost your results and your profitability. The possibilities are virtually endless.
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