How To Deliver The Right Message to the Right Audience With Email Marketing

Identify what you want to achieve with your email marketing and develop clear messaging to help meet that objective. Then set clear targets to measure success — it can be a 5% increase in subscribers over the next six months or a reduction in unsubscribes or a boost in clicks to conversions. Without clear targets, you could end up sending too many emails just to have immediate conversions. 

Email marketing can be an effective channel to engage your audience within your digital marketing strategy.

Your business needs people to sign up to receive your emails. With recent changes to email privacy protections, customers are increasingly concerned about the way their information is collected and used. Marketers should always build their own organic email list and avoid buying mailing lists. It is also important to seek consent from your audience to receive emails from you. This ensures compliance with data privacy regulations and helps you avoid fines and penalties.

To grow your audience, make it easy for users to sign up for your content. Add pop-up forms or visible sign-up boxes on your webpages, and use social media to drive website visits. Include clear and short CTAs such as ‘Sign up for our newsletter’ to allow users to enter their email address, along with an ‘opt in’ box. This helps build sender reputation and audience trust. 

Create ‘gated content’ like e-books, whitepapers, and guides for users to access only after they have signed up. Host webinars to establish your thought leadership and invite your audience to register with their contact information. This helps build high-quality contacts.

Not all audiences are the same. Target the right group of people with the right type of content. To do this, segment your audience based on their stage in the customer journey. Are they existing customers or prospects? Are they looking for information or likely to make a purchase? 

Build content around products and offers to address the specific needs of customers. An email automation platform can help deliver timely automated emails based on audience behaviour. By integrating a content management system (CMS) with your email automation, you can pull the right content for the right audience. Run A/B tests to fine tune your email messaging and audience targeting strategies.

This creates a content experience that is personalised and unique.

Invest in a platform that helps you track and analyse your performance metrics like click-through rate, conversion rate, and unsubscribe rate. Measure your performance  against the defined campaign KPIs. Gain insights into what’s working and what’s not, and optimise your emails to improve ROI.

Drive 1:1 engagement at every stage of the customer journey and deliver smarter marketing campaigns with Salesforce Email Studio.

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