The other day, I was standing in line at the convenience store, waiting to buy a lottery ticket and trying to decide whether I should choose a quick pick (computer generated numbers) or choose my own numbers. I found myself wishing I knew which option had the better odds of winning. Trying to decide which option is best when it comes to picking lottery numbers is a lot like trying to decide the best strategy for your email marketing communications.
One size fits all, or does it?
The quick-pick option is a one-size-fits-all approach that doesn’t require any additional knowledge or planning on your part. You’re picking the quickest, easiest option, knowing that the computer will do the work for you. In terms of email marketing, sending identical messages to all of your subscribers and hoping something will stick, is much like choosing the quick-pick option. But leaving your marketing efforts to chance could encourage people to unsubscribe. In fact, the top two reasons people unsubscribe from emails are over communication and lack of relevance. Luckily, we can solve both of these issues by sending more targeted messages.
With the average person receiving approximately 75 emails each day, you have a lot of competition in the inbox. It’s no longer enough to send emails for the sole purpose of keeping in touch. People are exposed to marketing messages through a variety of channels, and they’ve come to expect that each communication will be tailored to their unique needs and interests. It’s those targeted messages that inspire them to take action.
Increasing your odds
How do you target your audience if you’ve been using the quick-pick method up until now?
Your email reports hold all the answers. Start by looking at your click-through reports and think of each click that your subscriber takes as an insight into their interests. Create a list for each link that your subscribers visit and then, based on those clicks, deliver messages targeting those subscribers’ interests. As you continue to send more emails, manage your click-throughs and add them to existing lists or create new lists as necessary.
Sending a survey to your existing subscribers is another great way to learn about their interests. It’s a best practice to periodically check in with your audience and ask for an update about their interests because preferences change over time.
Finally, if you’re not already using them, sign-up tools (on your website, through text-to-join or when scanning a QR code) can help you collect valuable information about your subscribers’ interests immediately when they join your list. Sign-up tools allow new subscribers to tell you about their interests at the beginning of their relationship with you.
Hitting the jackpot
Targeting your marketing messages, based on your subscribers’ interests, is like hitting the email marketing jackpot. Delivering messages that are unique to your subscribers’ interests inspires them to take action and decreases the likelihood that they will unsubscribe. With target marketing, you’re no longer playing the odds or leaving your chances to luck. It’s as if you’ve won the email marketing lottery! JACKPOT!
How do you target your marketing messages? Tell me about it below.
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