One of the most effective ways that companies can communicate with their consumers is through email, yet most businesses don’t take advantage of some of the most successful email marketing strategies.
Through email, companies can reach their target audiences, build and nurture strong relationships, and grow.
Segmenting the subscribers of a company’s email contact list involves dividing that list into smaller groups, or segments, based on shared characteristics for each group.
For example, companies can segment their email constant lists by gender, location, purchase history, or age. This allows companies to send out personalized content that’s going to be a lot more relevant and interesting to each segment, which increases conversions and engagement rates.
The goal of this strategy is to create email campaigns that are going to be relevant and personal to every subscriber and to do that, companies also need to get an in-depth understanding of what the subscribers want and need.
Thinking about the problems that different segments are trying to solve helps companies decide which information each segment will need to influence their purchasing decision. Then, businesses can create content that’s going to provide each segment with the information they need at every stage of the buying journey.
In addition, this strategy also helps companies improve their overall email open and click-through rates.
One of the best strategies that companies can use to get email subscribers to actually open their emails is to optimize the preview text and email subject. Those two elements are the first things that an email subscriber is going to see in their inbox folder or notification bar, which means they have to grab their attention and engage.
While email subjects are something that everyone is familiar with, the preview text is something most companies tend to overlook. This is the small amount of text that shows up beneath the subject line in the inbox folder of the recipient or their notifications on their smartphone. If this element isn’t optimized, most email clients end up showing the first few lines of the body of the email as the preview text, which tends to result in irrelevant or low-quality text that doesn’t properly portray the contents of the email.
While companies need to remember that their main email marketing goal should be to grow the email contact list, at some point, some people will decide to unsubscribe.
There are plenty of reasons why someone might decide to unsubscribe, from that customer purchasing a different business, or simply moving to a different location.
Whatever the reason, companies shouldn’t take those unsubscribes personally, because if a business decides to continue sending them emails, it can result in lower returns and open rates, bad deliverability, and even the emails being reported as spam. That means companies should be making unsubscribing as easy as possible, instead of hiding the unsubscribe button or tricking them to stick around for longer.
ABOUT THE AUTHOR
Ronn Torossian, Chairman & Founder of 5WPR
Ronn Torossian is the Chairman & Founder of 5WPR one of the largest independently-owned PR firms in the United States. Torossian is one of America’s most prolific and well-respected Public Relations professionals. Since founding 5WPR in 2003, he has led the company’s growth, overseeing more than 275 professionals. Torossian’s approach has been recognized with numerous awards including being named the Stevie American Business Awards 2020 Entrepreneur of the Year, the American Business Awards PR Executive of the Year, and twice over, an Ernst & Young Entrepreneur of the Year semi-finalist. Ronn Torossian has lectured on crisis PR at Harvard Business School, and has authored “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations.”