How To Increase Your Conversions Through Targeted Email Campaigns
Email marketing is a great marketing tool to help increase conversions to your business, but you have to know how to use it correctly to get conversions, otherwise nothing will happen, open rates will decrease and people will begin unsubscribing from your campaign. You need to know exactly how to ensure that readers stay interested and actually increase the chance of them converting.
Now you might be asking yourself what actually is a targeted email marketing campaign? Signups to your emails on a daily basis will change from one subscriber to another.
Some will sign up out of curiosity and others will be looking to dive deeper into the solutions your company offers. So, the truth is, even though they’re signed up, there are different profiles and sub-segments within all of them.
You should never try and send emails to all of your entire user base, what you have to do to instead is send different emails to each of the segments, this allows your emails to be more personalised and relatable, meaning that they are much more likely to engage the reader, rather than just a generic, here’s an email to everyone email, because people will just unsubscribe and stop opening anything you send.
There are two ways in which you can improve the performance of an automated email campaign:
- The first is through optimising the timing, deliverability, content and open rate of the email.
- And second is by re-segmenting it and creating targeted offers for each segment.
With segmentation, there are four ways you can segment your users:
- With implicit data: Implicit data is information inferred from other available data. An example of this is signups that originate from organic channels tend to have higher purchase intent meaning that they convert better. Segmenting this type of user could greatly improve your conversion chance.
- Explicit data: This type of data is collected through a form, a survey or a setup process. The person who’s signing up was aware that they were being asked a question and gave a clear answer.
- By user or buyer persona: Personas are archetypes or representations of certain user or buyer profiles.
- Through a behavioural model: behavioural segmentation leverages transaction and engagement data to create profiles.
There’s absolutely no point in segmenting email campaigns if you’re still going to send the same message to everyone. If you understand what the pain points are, you can adapt the copy to the specific of each different segment by focusing on one.
- The subject line
- The preview text
- Your offer
- The special benefits and their descriptions
- Testimonies and social proof
- Images supporting visual assets
As with landing pages, you want to ensure that the emails have the exact words that people within each segment have used to describe their pain points and problems. If you’re unsure of what those are, you can use the segments you’ve just created to send out surveys.
It’s all about understanding what each segment of your customer base wants and why they’ve signed up for your email campaign so you can target them with what they desire.