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3 Keys to Successful Email Marketing

It’s a common question when we sit down with a new client: “How can I reach my audience?” (Of course, it’s our job to figure that out.) The answer truly depends on the audience they’re trying to reach, but the name of the game is reaching the right people where they are, when they’re ready to take action. This means segmentation, triggered emails and analytics. We’ll tackle each of these separately.


Segmentation is the art of breaking your email list into smaller pieces. And it is an art, that’s for sure. While a special offer might make sense for your complete list, an event at a specific site or retail location may not. Segmentation does not require creating a separate list; instead, by adding fields to your email database, you can give yourself the ability to segment the list based on these fields. For example, if “city” is a field within the database, you can segment for all records which contain a specific city or set of cities and then email directly to that list. Your ability to segment is only as good as the data which comprises your list, so it is essential to make your database as robust as possible from the start. To take this one step further, you can also change the content of your email for each segment. An example would be a list which includes the industry of the companies to which the email is sent. Each of these industries might have different reasons why they are going to buy from you, so why send them all the same thing? Segmenting your email list and offering different content allows you to give them all customized reasons to buy.

Triggered Emails

Of course, your list is comprised of different people at different stages in their customer life cycle. How do you ensure that you engage prospects at the proper time? Triggered emails. These emails are triggered by actions on the part of the customer – a signup, an order, even the lack of an order for a prescribed period of time. Many companies are utilizing these emails in order to grab their customers and encourage repeat orders. Again, these emails are only as good as the data which is provided as part of each customer record, whether it’s the last order date, items within the last order, or any other data point which is relevant to your business Advances in email marketing have made it easier for companies to capitalize on the strength of their data, ensuring higher conversion rates and customer loyalty.


The last piece of the puzzle is the data which is available after any campaign – the analytics. Our digital strategy team will typically consider some of the tried-and-true metrics, including open rate and click-through rate, and delve further into other pieces of the campaign. We will also utilize other tactics, including split campaigns and A/B targeting, to learn more about our audience’s behavior. From there, though, it is essential to consider other factors, as no two campaigns are ever the same. Which subject line was more impactful (open rate)? Was there anything of value for the reader within the email (click-through rate)? Was there a means by which to capture other data in the email, such as a register-to-win contest? Which is the right time to engage the audience? How is your audience viewing the email, including their email client of choice or device used? At this point, it should be obvious that there is much to consider when developing email campaigns. Our Digital Marketing Team can help educate you and can even develop and manage your email program. Contact our team today to find out more about our email marketing services.
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