We are seeing an increasing trend once again toward targeted email marketing as a tool for small businesses, particularly those operating online. In this post, we break down, step by step, how targeted email marketing works, and how to make the best use of it.
First of all, before you begin sending relevant marketing material to a customer, you need to know relevant information about them, and you must have permission. If you operate online then getting permission is easy, simply have a visible and easy to access ‘opt in’ questionnaire on your website. You can also take information and get permission in person if you operate in a retail environment by simply asking your regular customers if they’d like to get info on deals and promotions.
Characterising your audience
Once you’ve gathered a sizeable set of data on your audience, you need to break them down into different groups, so as to target information as relevant as possible. Perhaps if you sell different brand products then you can break your customer base into which brands they do and do not buy so as to only advertise those brands for sales and promotions. Similarly, if your product is gender relevant then be sure to divide your customers into male and female so as to avoid spamming them with irrelevant information.
After you begin to send out marketing materials, you should begin to keep a record of the type of response rate from each group. If you find that your marketing is having a high success rate with one group but a very low rate with others then you can try to adapt your marketing to those groups in future.
Adapting your Marketing
If your marketing just doesn’t seem to be getting through to certain sections of your audience then you can use trial and error try to offering different types of deal, or by changing your marketing to be more appealing to that group. The virtue of this technique is that over time you can make gains with each area of your audience until you’ve found the magic formula.