When it comes to email marketing, the options for targeting your subscribers are basically endless. How you go about it can be based on what kind of data you have on your existing subscribers, what data you care to know and how it all fits with your marketing objectives. One option that we’ve seen to be hugely successful is targeting by location; it can be a great way of adding a personal touch to your emails. At Sign-Up.to we see a large number of email campaigns going out to entire databases, however in most cases we’d argue that it probably won’t get you the best results.
Let’s look at one of our clients as an example. While they regularly send emails to their entire database, they’ve recently become a pro at sending location based emails too. Each email is targeted to the subscribers’ location and includes an offer for the restaurant closest to them. The results? They saw double the open rate and over four times the click through rate of the industry averages.
The reason that they’ve been able to do this with such ease is that they’ve collected postcode data from day one, even when they only had a handful of restaurants. So while you might be reading this thinking it’s irrelevant to you because you’re only in one location, will it always be irrelevant? What if you open a new store or restaurant? Perhaps your customers currently travel to get to you, but won’t always. Thinking long term is the key to great data quality.
Top tips for getting started with location-based email activities
1. Collect postcode data from the get-go. Including an optional field in your data capture forms is the easiest way to do this, and you might be surprised by the uptake.
2. Personalise your email. If you’re going to the trouble of sending regional emails, ensure you recognise the location itself in a line of copy. While you don’t want to be Big Brother, making mention of your subscriber’s nearest location is relevant enough to likely attract their attention. Don’t forget first name personalisation for that extra touch.
3. Plan ahead. There’s no denying it, sending multiple emails does mean more work. It doesn’t have to be stressful though; writing emails and setting up postcode searches in good time will keep the process manageable.
4. Remember what you’re trying to achieve. There’s nothing worse than sending an email for the sake of it, so keep in mind what your goal is. Do you want to provide an incentive for people to drive them towards visiting your store? Or do you want to alert them to news and raise a community profile? Either way, it’s important to remember why.
5. Don’t get it wrong! The last thing you want to be doing is emailing people in Manchester with an offer about your Southampton restaurant. Save yourself embarrassment by asking someone to check your work; it’s how we go about everything we do at Sign-Up.to. Give your subscribers the option to update their details and you’ll be sure to have the most up to date information.
Why not try a small campaign and see how you get on? We’d love to hear about your results!