Delivering highly relevant content is critical to the success of your email marketing campaign efforts. Relevant emails are read and produce revenue. Irrelevant email marketing campaigns end up in junk folders, marked as spam, or, worse yet, lead to unsubscribes.
According to MarketingSherpa, the most signification challenge to email marketing effectiveness is targeting your audience with highly relevant content - knowing what your target audience is interested in and then using that information to improve future email communication.
Below are 3 different strategies you can take today to create more relevant email marketing campaigns today:
Segment Your List Based on Recipient Behavior
MarketingSherpa suggests behavioral list segmentation is the most important tool a business can use, with automation running a close second. This makes perfect sense, as sending targeted email marketing campaigns based around a recipient’s behavior is built on automation.
Immediacy is almost always relevant, and triggered campaigns are helpful for behaviors including post-purchase follow ups, shopping cart abandonments and welcome email.
Automate. Automate. Automate.
Automation has one major plus to help improve relevancy: Personalization. Don’t wait three weeks to send a relevant offer; send the relevant email marketing campaign at the optimal time using automation.
The pure meaning of marketing relevance is sending the right information to the right person at the right moment. Not only can it transform a vague desire into a sale, it can also build loyalty.Engagement
Segment your target audience into those that have recently engaged with your email marketing campaigns and those that are ‘inactive’.
- Active: Click at least once every 1-3 months
- Passive: Click once every 3-6 months
- Laggard: Click once every 6-12 months
- Inactive: No clicks after 12 months
Tailor email marketing messages to reflect these segments and push subscribers to more active segments.