We need to find the right balance between content and context. You should always consider asking yourself after writing an email, “what value am I presenting to my audience?”
Your emails should be about sending the right contextual message to those that are reading them. Every user needs to be on a curated journey. For someone who has never made a purchase, it’s only right that you ease them into taking the desired action.
For example, you don’t want to bombard someone who has just signed up to your email list with emails that showcase your variety of products or services. A more sensible approach is to introduce them to who you are as a business and how you can help them.
Typically, big brands encourage people to sign up to their email newsletter on their website. In return, the individual receives a discount code and gains exclusive access. This instantly provides value and entices the user to take an action (browse the website and purchase a product etc.)
If you don’t understand what segmentation is, let us help you out!
Let’s say, for example, you have 100 contacts on your database and you want them to make a purchase on your website.
Group A is not keen. They didn’t even open your email, so they are yet to reach the first stage of the buyer’s journey, the Awareness Stage.
Group B, however, is aware of you and considered buying something from you. They have reached the second stage of the buyer’s journey, the Consideration Stage.
In these two stages, you have to set up email marketing campaigns to guide them to the next stage of the buyer’s journey, the Decision Stage.
For Group A and Group B, you could send them an offer with a personalised subject line and preheader text that makes them feel a little bit special. For example, the subject line could be “Hey [First Name], why didn’t you open our last email?” and the preheader text could be “We’ve got an amazing offer just for you!”
Now you will be able to see how these two groups of contacts respond to your next email marketing campaign. Keep going through that process and ease them into making a decision.
In regards to Group C, you’ve won their trust and they liked your campaign! Congratulations!
Now that you are aware that those 20 people made a purchase, you can hit them with more email campaigns encouraging them to make more purchases. Because they already resonate with your brand, they are more likely to come back to you, depending on their customer experience.
So what have we learned about segmentation?
The best email marketing campaigns send the right emails to the right people. Segmenting your contacts does this exactly. It helps you guide each customer on the buyer’s journey and get them closer to take that all-important action!
Always remember, segmentation is simply dividing contacts or individuals and placing them in smaller groups based on their similarities.
Timing is key.
You could have the best-designed email with the greatest discount offer in the world, but if you send it at the wrong time, your customers may never see it.
For example, if you’re hosting a premium webinar for free and you send them an email at 1am, chances are they are going to be asleep. They will wake up to an array of emails and yours will just be lost in there.
This is why it’s important to use a quality email service provider (ESP).
The vast majority of email service providers provide you with relevant data so that you will know what time your contacts opened your email.
This way, you’re able to schedule future email campaigns to be sent at the time where your contacts are most likely to engage.
This isn’t just it, you’re able to see how many times someone has opened your email and if they took an action.
Utilise all the data at your disposal!
Here at Jetpack, we love Email Marketing! We believe that it’s one of our strongest areas and we would love to help your brand enjoy the fruits of this underrated form of marketing!