Email marketing is incredibly important when looking to build a brand that is connected to its audience. Your emails are 6x more likely to get a click-through than your Tweets, according to Campaign Monitor. But, a high-end brand can’t afford to look sloppy or generic. You need to differentiate your list in order to strike a personal chord with your consumers and improve your ROI.
Segmenting Your List
Not all customers and clients are the same. They don’t like the same things, they don’t live in the same areas and they aren’t even in the same stage of the buyer’s journey. So, you need to segment. Segmentation simply means gathering data on each lead or customer and then establishing campaigns that would appeal to part of your list. If you are marketing a new winter sweater, you won’t want to push it on consumers in Florida like you might market to those in New York. Your list should be organized to tell you where a lead lives, what he or she does for a living, past purchases, estimated point in the funnel and more. As your lead continues to interact with your company, you should continue to automatically mine information in order to create a list that is as detailed and beneficial as possible to your campaign strategies. This will allow you to send out emails to those just discovering your brand that are far different in nature from those who are nearly ready to purchase and even more different from those who already have purchased from you. When consumers are loyal customers that continue to come back, you can offer special deals and sales that you aren’t offering the prospects just stumbling onto your site.
Email Marketing Automation
Another great thing about email segmentation is in being able to set up email automation. This means you don’t have to push the buttons to send emails to specific consumers at specific times. If someone decides to sign up for an account on your site, a welcome email is automatically triggered and sent. You can automate emails to be sent on birthdays, based on locational seasons, to highlight products that are similar to past purchases made by the consumer, to highlight services available in their area and more. Every time you are able to automate a campaign and set up factors for sending it to the right person at the right time, you’ve simultaneously saved yourself time and improved fast communication with the user.