If you are one of the many business ownsers who sends a marketing email to an entire mailing list without segmenting your recipients by persona, you may be missing the mark.
Just because you have a master list of leads, visitors, customers, subscribers and contacts, doesn't mean they should all receive exactly the same email (or content in general).
You should target your email content to each distinct buyer persona, same as you would target a landing page.
How do you create successful targeted email marketing campaigns? It's easy!
Here's a few simple tips to get you started:
Buyer personas are created through research, surveys, and interviews of your target audience. The buyer persona document you compose will include critical information about the person you are addressing, such as:
For each persona, there is a specific set of needs and questions to be answered. Your job as a marketer is to deliver solutions to their needs, and insightful answers to their questions. Finding content that will do this can take time and research. But it's worth it.
For email newsletters, try to include materials relevant to your target customers needs, such as:
According to Hubspot, targeted and segmented lead nurturing emails generate an 8% click-through rate compared to general email sends, which generate just a 3% click-through rate. In other words, targeted sends result in more clicks, which means recipients engage with the content within segmented email and perform the actions you want them to take. Furthermore, Jupiter Research reveals that relevant emails drive 18 times more revenue than broadcast emails.
Why? Because your sender reputation will improve over time, which leads to increased opens, clicks and engagement!
Great -- now go ahead and target the heck out of your next email campaign!
Define and attract your ideal customer by learning all about your ideal customer! Building trust from the onset, you will be able to attract the most valuable visitors, leads, and customers to your business.
Discover more by downloading our "How to Create Accurate Buyer Personas" eBook.
If you have a question or would just like to leave me your feedback on the blog, feel free to post your comment below!
Tags: Inbound Marketing