Federico Cosentino
Federico Cosentino
Business Manager at Doppler Relay and Hootsuite Brand Ambassador. Transact overseas data ional Email expert and basketball and world travel lover.
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How to define the target market for email campaigns
Would you send the same campaign to users who have already purchased your products as to those who have not? Increase the effectiveness of your pieces by targeting them to well-defined audiences .
One of the fatal mistakes that most companies make is not recognizing that there are differe cmo email list nt types of audiences within their Subscriber Lists. Each one has users who have their own needs and interests. Knowing how to identify them will be the starting point to transform your Email Marketing strategy into a resounding success.
Now, what criteria should you take into account to achieve maximum person why skills matter alization in your mailings ? How do you know what type of campaign will be the most effective for each target? You will know that when you finish reading this post. Go ahead!
Segment to succeed
Show me proof! You say. Well, according to data appearing in the Lyris Annual Email Optimizer Report, a study conducted by the eMarketer agency , emails targeted to specific segments perform outstandingly compared to those that are not.
The numbers prove it! The study states that 39% of marketers who segment their lists have experienced high open rates . Additionally, 28% have decreased the number of removals, while 24% have improved the delivery of their mailings and increased their ROI substantially.
Will you waste this great potential? Of course not! Pay attention, we will tell you how to know which type of Campaign is best for each audience, so you can hit the target.
Criteria for defining the target market of your Campaigns
An effective piece of email is one whose content is fully personalized and tailored to the needs, interests, and behavior of your Subscribers. To create Emails that get more opens and clicks, you’ll need to have as much data as possible about your contacts. Not only that! You’ll also need to segment your Lists based on the criteria we mention below.
By demographic characteristics
In online marketing, there is a rule that says that no user is the same as another. However, to make their work easier and guide their actions effectively, marketers group these profiles according to common qualities.
Would you like to learn about some of the segmentation factors you can use to divide your contacts based on demographic data? Here they are!
Gender
Many companies offer well-differentiated products for both men and women. This is the case of cosmetics and clothing companies.
To reach each audience with content tailored to their desires, you should divide your Lists according to the gender of your Subscribers. You can take advantage of special dates such as Women’s Day, Mother’s Day, or Father’s Day to send promotional pieces with discounts on products aimed at each target.
Are you looking to win the hearts of your Subscribers? It’s a good idea to offer a special gift to your contacts, for example, free shipping or a sum of money to make a purchase. You can also send a Greeting Campaign to wish them a happy day. There’s nothing better than complementing that gesture with an irresistible gift or offer.