Targeting Email: Choosing the Right C.A.T.

In this module, I learned that targeting my email campaign strategy is much more comprehensive than just simply generating opens and click-throughs.  An effective email strategy first begins with lead nurturing.  With 4.3 billion email accounts worldwide, email marketing is not a thing of the past, it remains a very effective marketing tool.  Unlike other marketing tools, after a lead purchases a product or service, I can continue to engage with the customer after purchase. simply because a trust relationship has begun.

There are four best practices to effective email targeting strategy:  determine the audience, segment the contact database, send the right email at the right time, and nurture the lead into a loyal customer.  The first best practice involves using the buyer personas and the buyer's journey.  Asking questions like, "Who is on the other end of the email?  What are they interested in?  What information would benefit them as a potential customer?  All email content should follow the golden rule in email:  Give value to the customer, instead of asking for it.  Content in context.  Asking the question, "Who are my customers and what interests them?"

The next step involves segmenting my contact list.  Where is the potential customer at on the buyer's journey?  Studies indicate that sending targeted emails to segmented contact lists increases open rates up to 62%.  Email lists decay 25% per year. so cleaning and monitoring lists is very important.  It's also extremely important to avoid spam emails!  Spam email devalues my brand and reduces customer retention.  Also, supplementing emails with blog posts, e-books, free tools, third party reviews, will help increase attention and engagement with the customer.

The third best practice is to explicitly focus on engagement.  It's important to be clear and concise in an email.  Get right to the point and avoid over-stuffing emails with excessive content.  A clear, direct message, one or two CTA's, and an engaging image is plenty to help keep the attention of the reader.  Time is money, so keeping an email short and to the point is critical.  Also, most importantly, make sure that the email is optimized for all devices, especially mobile.

Lastly, as always, testing and analysis will help determine an effective targeted email campaign.  Focus more on click rates rather than open rates.  Looking at what links or CTA's were clicked and developing content around these will be more effective in increasing email engagement and lead to more customer retention and sharing that content with others.  Using best practices for targeting emails will lead to greater click-throughs and ultimately, increased sales.