Email marketing reaches your audience, builds relationships, and drives sales. But it doesn’t work well if you don’t understand your audience, their needs, and wants. Because to help your audience better understand how your service or product can help them, you first need to know whom you’re talking to.
This article outlines the steps to take to learn more about your audience so you can target them and improve your email workflow and conversions.
One of the most important things you should know about your customers is their behavior. In other words, how often or how little they buy from you, how much they spend each time, and what they buy.
A customer who buys from you regularly but spends little each time needs a different message than a customer who buys from you once every six months but spends a lot of money every time. These two customers may appreciate your business as well as the products or services you offer, but they are interested in different products and have different reasons for buying.
Also, you can create more buyer personalities by learning about customer behavior. For example, you might have “Recurring Customers”, “First Time Buyers”, “Potential Buyers”, “Loyal Customers”, “Discount Customers” and other characters.
Location is important because it affects how you manage your email workflow. For example, if you know the location of your target audience, you can create time-based emails that are sent at optimal times.
But you can also target specific customers with regional promotions and even conduct live webinars that help specific customers in specific locations learn more about your company and your products and services.
Everyone who subscribes to your email list is interested in your business, but that doesn’t mean that everyone has the same preferences about what they want to see in their emails.
A direct way to find out your customers’ preferences is to send them an email and ask them what kind of email they would like to receive. Your options may be…
- All news and promotions (everything!)
- In-store sales and promotions only
- Online sales and promotions only
- New products only
These are just examples; the options you offer depend on the details of your business.
Keep going. In addition to understanding the types of email they want to receive from you, you can also research their interests.
Amazon does this when it invites people to subscribe to its mailing lists. Many companies do this. Because it helps you know your audience better and makes your email campaigns more powerful, makes sure you only send emails to customers you know will be interested.
Marketers often ignore the values of their audience.
Look at it this way: information like location and behavior is important, but it’s still basic stuff. Especially when you consider that customers often buy based on their emotions, which are often directly related to their values and worldview.
And once you understand your buyers’ emotions, you’ll be in a much better position to create a solid email that connects them on a deeper, more satisfying level.
That’s it: Email Segmentation 101. Once you better understand your audience, you can create more segments and send out personalized, personalized, and even personalized emails to get more responses and more conversions.