When we hear the word “targeted”, we mean advertising on social networks. However, this approach can be applied in other places, such as mailings. Target allows you to select users according to certain criteria, and this opens access to more successful advertising campaigns.
What is a targeted email and why is it needed – let’s find out in today’s article.
What is targeted mailing?
Targeted mailing is a letter or chain of letters aimed at a specific group of users. It is created based on the same indicators, for example, it can be people of the same age or similar interests. In this way, a mailing is obtained where the information and offer for the client look as relevant as possible. The bottom line is that subscribers get what they need, and you increase your profits.
Here are a few more features of this approach:
- Mailing rates are increasing. If you set up the targeted mailing correctly, then the letters will reach only those who are interested in it. Consequently, indicators such as openness and performance of the target action will increase.
- Mail delivery becomes higher. It is responsible for the reputation that is formed depending on the demand. When your emails are opened by many users, it means that there is a demand. In this way, letters will be less likely to end up in spam, and their openness will increase.
- The audience becomes loyal. Subscribers always want to receive only the content they are interested in. When this happens, they start to trust the company more and interact with it more often.
- The subscriber base is becoming stable. Targeted mailing allows you to create useful and interesting content that is able to build long-term relationships with the audience. This makes it more likely that subscribers will stay with you.
The use of targeting in email mailings is suitable for completely different purposes. For example, you can congratulate a group of subscribers on a holiday or invite a separate audience to a closed webinar.
In order for the effectiveness of such a mailing to be high, it is necessary to collect as much data as possible about subscribers. By what criteria the selection is made – we will consider further.
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What are targeted mailings?
Targeted mailing is most often formed based on demographic data, psychographic characteristics, behavior and location. Let’s analyze each of the types and see how they differ from each other.
Mailing by demographic data
This is one of the most common methods of audience distribution. Demographic data includes a set of the following criteria:
- gender and age of the subscriber;
- marital status;
- presence of children;
- employment status;
- profit level.
The easiest way to gather such an audience is to use a banner with a form on the website. It is not necessary to specify all the data in it, you can highlight only part of the criteria, for example, the floor of the subscriber. This is how it was designed on one of the most popular online stores:
Another well-known online store for youth clothing creates mailings depending on gender – personalized letters are selected for women and men:
Behavior is the factor that allows you to understand what interests the subscriber. You can find this out based on the actions taken on the website or in the newsletter. For example, a certain group of users regularly visits a page with products for plumbing. We can assume that these are plumbers who will be interested in mailing from such a field.
It is also important to understand that behaviorally targeted mailing is not the same as personalized mailing. When the second one is used, letters are tailored to a specific subscriber with a unique offer. In the target, a whole group is selected that has a specific behavior, for example, frequent visits to the plumbing page.
Behavior can be determined using the following data:
- frequency of openings and clicks in newsletters;
- duration of visits to certain pages;
- purchase of a certain category of goods;
- Using the company’s product.
Also, behavioral factors can be divided based on the status of the audience. The first group is users who have re-subscribed, the second is those who regularly read newsletters, the third is regular buyers, and so on.
Mailing by location
Knowing where your subscribers are is always helpful. This way you can understand which products they prefer the most. For example, if you sell all-season items, then it would be logical to offer winter jackets, thermal underwear, etc. to the inhabitants of the north. In addition, users can also be divided by their native language, country or specific region.
If you have an international company, it will be appropriate to divide the mailing into several languages, the same applies to different cities. An excellent example of this is the Tanuki restaurant, which has several branches. He makes a separate mailing for each city:
Newsletter on psychographic characteristics
Psychographic characteristics in targeted mailings are considered to be the most effective because they allow us to understand why exactly users make this or that choice. These include interests, hobbies, values and lifestyle.
You can get such data with the help of surveys – they can be used in the newsletter itself, on the website or in social networks. This is how, for example, it was implemented by a housing search company:
4 simple steps to launch a targeted email newsletter
Above we considered the main types of targeted mailing, now let’s walk through the basic steps that will help in launching it.
Step 1: Analysis of the target audience
First of all, you need to structure information about your audience. Thanks to this, you will be able to get all the data that was mentioned in the previous section. We recommend recording everything in a table – so you can always see who your target audience is and what their features are. Here’s what it might look like:
Step 2: Compiling a portrait of different groups
When the table is formed, different groups can be created based on it. This is exactly what we talked about with targeted mailings. Here you should approach with a good analysis, otherwise it may turn out that no one will read the newsletter.
For example, your company sells country houses in the territory of the Moscow region, and here it is logical to assume that the main audience is men and women over the age of 30. It is ineffective to divide the group only by such a criterion, because many people have their own needs and desires. Someone wants a simple house made of wood, and someone wants a brick mansion with several fireplaces, and the third is looking for a house near the city.
Thus, in order for the conversation with the client to take place, it is necessary to highlight certain segments and unite them by common criteria. We have already talked about what segmentation is in another article “How to segment the subscriber base for email distribution”.
Step 3: Work with segments
Once you’ve decided on your audience segments, you need to divide your entire subscriber base into those groups. To do this, you can use surveys that will help determine which segment this or that part of subscribers belongs to.
Here you should encourage users to answer questions, because many of them will not want to do it just like that – they will just be lazy. To do this, you can offer small gifts for passing and tell why you are doing it. For example, to make the mailing more personalized.
This is how it was framed in one of the financial newsletters:
Another option to attract subscribers to the survey is to add a form to the newsletter itself. In this way, you can answer questions immediately in the mail, which is very convenient, because few people like unnecessary transitions.
Also, to divide the subscriber base, you can create a newsletter with a letter that will contain different links. For example, “How to fix a broken kettle in 5 minutes” or “Where does dirt come from in a washing machine.” Therefore, users can be easily segmented – it will be enough to look at which article the transition was made.
Step 4: Set up targeted mailings
The last step after all the completed actions is to start the mailing. Prepare the files with the groups of subscribers that you received at the previous stage, and transfer them to the email service. For example, to do this in Cheapsenderjust open the “Contacts” section and import a file in CSV, TXT or XLSX format.
After that, a targeted mailing is created and sent to the added subscriber base.
Targeted mailing is a great opportunity to make your email campaign more personalized for different target audience groups. It helps to send out relevant letters and, due to this, increases the main indicators, such as openness, clickability, and others. To launch it, you will need to perform a detailed analysis of CA and segment it into groups, and then use the appropriate online service.