When it comes to email marketing, subscriber interaction is the mission objective. Success on this front relies heavily on your message being more interesting than the other marketing emails in someone’s inbox and the more relevant you can make your campaigns, the better the response you will see from them. Now you may be struggling to see how you can make your message personally appeal to everyone and there’s a simple answer to this: you can’t. However what you can do is start to carefully segment and target your subscribers to ensure you’re sending out exactly what they want to see.
How do I know what people want to receive?
Ask them! It’s obvious that a subscriber already has a general interest in you, as they have signed up to hear from you in the first place. But why not break it down further and find out exactly what it is they like about you. A great way to gather this information is to add custom fields to your data-capture form, enabling you to collect valuable details about your subscribers’ interests.
How should I organise my data?
In your Sign-Up.to account you have the ability to organise your data into multiple lists which can be contained in folders, making it easy to keep tabs on your subscribers’ details. This is particularly useful if you have gathered your data from a variety of sources, for example you may have a data capture form on your website or Facebook page, people might be emailing you for more information, or you may collect subscriber data from an event. It’s a great idea to have each sign up method contained in a different list, as you might find that depending on where someone signs up, they want something different from you.
What should I do with this information?
Once you’ve defined some distinct groups of subscribers, you’ll need to put together some relevant content for each. A great way to approach this would be to create an initial campaign as a base, then create a few different versions of it that match the interests of your subscribers. You could amend areas such as subject line and main article, so that your campaign is best tailored to each type of recipient. In your Sign-Up.to account you can create custom subscriber profile searches that pull together a list of people who have specified a certain interest, allowing you to send out the right content to the right people.
What happens if someone is on more than one list?
Obviously you don’t want to bombard your subscribers with messages (particularly if the campaigns are quite similar) as they may decide to unsubscribe. When scheduling a campaign you have the option to exclude people that you have already contacted with a prior send. You are able to specify the time frame that this previous contact falls within. Also you can perform a send to multiple lists by creating a custom list search and if a subscriber is on more than one of these lists, then they will only receive the campaign once.
It may be a bit more work on your part, but following these guidelines should do wonders for your open and click through rates. The best thing is that your success doesn’t have to end there! To get even more insight into your subscribers’ interests you can take a look at the analysis reports for your targeted campaigns. Here you have access to valuable information not only regarding open rates but you can also see which links your subscribers are clicking on and when. This information can be collated into new lists, allowing you to craft future campaigns that are even more tailored to the activity and interest of your subscribers.
How do you go about making your campaigns a success? We’d love to hear what kinds of techniques you use when sending targeted campaigns. Leave us your thoughts in the comments box below.