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Better Metrics – Creating Targeted Emails; Part 3 of 3
Posted on Mon, 05/18/2009 - 14:23 by Caroline Shahar
Getting more opens, clicks, and forwards is now just a step away. At this point in the series you know how to uncover what your subscribers care about so you can segment your list. Now you’re ready for the final step to surpassing your current email marketing results.
Step 3: Target each email to the people who will be interested in the topic(s)
It’s helpful to keep a record of what’s unique to each segment – what they have in common, what topics they would find interesting, and what types of emails they would respond well to. Keeping track of that can be really helpful as you create more and more segments. Then, when you are sending to a particular segment, really use that information to shape the content.
When you’re designing your emails, it’s a good idea to include links so you can measure how well you defined each segment and how well you’re matching their interests by looking in the click-through report.
In addition to hitting topics of interest, including personalized fields can also boost the response you get. Something people don’t always realize is that you can import and use contact information beyond just their first name, last name, and email address. You have a total of 30 possible fields to fill for each of your contacts and can easily pluck that information into your emails (kind of like a mail merge if you’ve ever done that.) So instead of sending an email to my whole list with all the classes available throughout the country, I can instead send an email that says, “Hi Kim, we know you have completed three classes. Here are the advanced classes available where you live.”
Once you have sent out personalized and targeted communications to hit each segment’s interests, take a look back at the reports. Measure the impact you had and continue to learn about each segment’s interests. By continuing to be relevant and matching subscribers’ interests with your content, your recipients will be much more likely to do open, click through, and forward your messages.
If you want more tips on segmenting your email list, attend our free How to Boost the Response to Your Emails webinar. Happy growing!
Step 3: Target each email to the people who will be interested in the topic(s)
It’s helpful to keep a record of what’s unique to each segment – what they have in common, what topics they would find interesting, and what types of emails they would respond well to. Keeping track of that can be really helpful as you create more and more segments. Then, when you are sending to a particular segment, really use that information to shape the content.
When you’re designing your emails, it’s a good idea to include links so you can measure how well you defined each segment and how well you’re matching their interests by looking in the click-through report.
In addition to hitting topics of interest, including personalized fields can also boost the response you get. Something people don’t always realize is that you can import and use contact information beyond just their first name, last name, and email address. You have a total of 30 possible fields to fill for each of your contacts and can easily pluck that information into your emails (kind of like a mail merge if you’ve ever done that.) So instead of sending an email to my whole list with all the classes available throughout the country, I can instead send an email that says, “Hi Kim, we know you have completed three classes. Here are the advanced classes available where you live.”
Once you have sent out personalized and targeted communications to hit each segment’s interests, take a look back at the reports. Measure the impact you had and continue to learn about each segment’s interests. By continuing to be relevant and matching subscribers’ interests with your content, your recipients will be much more likely to do open, click through, and forward your messages.
If you want more tips on segmenting your email list, attend our free How to Boost the Response to Your Emails webinar. Happy growing!
