By Ivan Kreimer
Here’s a stat you have likely heard before: email marketing has a 4400% ROI, which means you can get back $44 for every $1 spent.
But what if your campaigns don’t produce that kind of ROI?
Your campaigns may not generate results due to a few common mistakes in your email marketing strategy and execution.
Some of these mistakes happen because they are counterintuitive. Others because email works differently than other marketing channels.
But the fact is, email marketing works.
To help you save your email marketing from common struggles, here are five mistakes you may be making and a few suggestions on what to do to instead.
Mistake #1: Ignoring segmentation
Every week you design your emails with the latest articles and promotions, you add all the content, and you send it to your entire email list.
What’s wrong with that? Aren’t you supposed to send emails?
Well, yes, but here’s the problem with sending your email to all your subscribers:
Your subscribers aren’t all alike.
A middle-aged lower-income subscriber from Chicago behaves very differently from a young high-income New Yorker (but I assure you they probably both love pizza).
Another subscriber may like your brand so much she wouldn’t mind getting offers and news about your company. But another one, in contrast, doesn’t remember why he has subscribed in the first place and is thinking about unsubscribing.
Since you have limited time, instead of forgetting about segmenting all together, you should at least separate your audience in different groups that have certain similarities.
There are three main ways you can segment your audience:
- Demographic: This includes information such as age, gender, company position, and income level. You can use demographic data to tailor your message and increase the relevance of your emails, which also increases the effectiveness of each email you send. You can get most of this information during the signup process.
- Geolocation: Knowing where your subscribers are located can be powerful if you run a local business. You can use geolocation segmentation to send the following types of email campaigns:1. Time-based. If you have customers across different time zones, you can send the emails to adapt to their local hour. Who likes to get a promotional email at 4 am after all?
2. Regional promotions. If you have several stores in different locations (within a city or region), you can send focused emails for discounts for people who are close to a store.
3. Location-specific content. You can use the subscriber’s location to use it in your content, subject line, and images.
- Transactional: This represents those subscribers who have made past purchases and other related triggers related to their shopping behavior. Some examples of emails based on transactional segmentation include:1. Sending upsells and cross-sells that reflect previous purchases.
2. Winback campaigns based on the time of last purchase.
3. Discounts based on the price sensibility of a segment.
4. Loyalty programs based on the number of purchases made.
Source:: Business 2 Community