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Email marketing is an integral part of modern business. No matter what industry you are in, advanced email marketing software can provide you with effective segmentation tools. Basically, your subscribers fall into 3 categories: new contacts, openers and deadbeats. Your main goal is to turn them into engaged clients. Below are a few useful pointers on how to encourage each of them to respond to your email.
New subscribers
Adding new contacts to your list doesn’t mean that you have succeeded in bringing in more business. There are 2 basic things you need to do to motivate them to buy from you. The first is to find out what they like or spend money on. The more you know about them the better chance you will have to draw their attention to your products and services.
Information enables you to tailor your email to each recipient’s needs so they find it compelling and informative to read. This is where email marketing software becomes necessary. The second step is to move new subscribers to the list of engaged customers who click on links in your emails, visit your websites and make orders. The key to doing this is introducing newcomer discounts. Create a promo code and send it to new contacts together with a link backed by analytics. This way you can see what pages they visit and add them to the list automatically once they click on the link.
Deadbeats
They are your contacts who never open your email. Sending out newsletters to them seems to be a waste of your time and money but you still have a chance to change things for the better.
Use email marketing software to create an email where you can ask them to reconfirm their desire to receive newsletters from you. Your subject line should says something like “reconfirm your subscription to….”. If the target subscriber is interested in what you have to say, they will open the email and click on a reconfirmation link. There can be a number of reasons why they never open your email but if you are important to them, they will re-confirm their subscription to your service. You can delete all contacts who haven’t responded to your email from your list.
Openers
On your segment list, there are subscribers who open your email but never visit your site. Some people view newsletters or emails through the preview pane and such views are often regarded as opened emails in your monitoring and reporting systems. This gives you a false idea of how successfully your campaign works. Your goal is to encourage these openers to click on the link to your site. With the help of modern email marketing software you can create an online survey and send it out to these people. By asking them what products and services they would like to hear about more often, you can get a better understanding of what they are looking for and tailor your email to suit their needs. Customer-oriented newsletters may help motivate such contacts to click through to your site and even make a purchase.
Segmentation of your email list is an important feature of advanced email marketing software. By indentifying who responds to and ignores your email, you can make prompt adjustments and turn new and disengaged subscribers into potential buyers.
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