When you first try email marketing and get results, a whole new world of opportunity appears. You write down a few words, send it to strangers, they open, and then by from you.
If you stick with it long enough, you’ll realize email blasts and one size fits all messages aren’t cutting it anymore. Conversion rates stagnate and your marketing isn’t as effective as it once was. It may be time to start using advanced email marketing automations and tactics.
This article will walk you through 4 advanced email marketing strategies you can start applying to your campaigns. Keep in mind that these insights aren’t for the novice. You should already have a grasp of email marketing basics before implementing what you’ll learn here.
Segmentation across multiple criteria
Segmentation is a powerful way to take your email marketing to the next level and there are so many ways to do it. This can be applied to everything from the landing pages and opt-in forms you use to get email subscribers to the email campaigns you’re sending out.
It can also be difficult to implement because there are so many types and moving pieces. I’ll explain a few of the most effective ones here.
Behavioral segmentation is the process of adding people into different groups based on their actions or behaviors.
For example, if you have a company that provides information about fitness, traveling, and parenting you can group people based on the type of emails they open and click on. The ones who regularly open travel-related emails can be segmented into an email automation that promotes products and content related to travel. The same thing can be done for people who tend to open fitness emails or parenting emails.
The danger with this type of segmentation is siloing people who may have multiple interests. There’s no rule that says someone who loves to travel can’t love fitness as well. Get around this by sending automations that are focused on a subscriber’s core interest but also shares information about different topics.
Demographics centered email automations
Demographic segmentation was the most commonly used type of segmentation. People are divided based on factors such as age, gender, income, etc. This is especially useful if you have clear product lines for different groups.
For example, clothing companies have different items for men and women that aren’t designed to be used interchangeably. If you have products focused on specific demographic groups then create targeted email campaigns for them.
When someone signs up for your mailing list through landing pages created based on their demographic group they’ll receive a series of emails that cater to their needs.
In the image above, the landing page is targeted specifically at women. All of the imagery and language is designed to appeal to them. After signing up, the emails and promotions are geared towards a female customer.
Geographic segmentation is a great tool if you have a national or international audience. Many places have unique holidays or customs that require specialized email marketing campaigns. For example, majorly Muslim …read more
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