The challenge many marketers face nowadays is getting past the noise and reaching consumers who are constantly inundated with marketing materials. Precision targeting is crucial to getting your message in front of those receptive to it. For instance, sending targeted emails helps you stay top of mind amongst the people most likely to benefit from it. If you know your audience, you can promote only the most relevant products or services to them. What makes this particularly important is that:
- 70% of consumers are frustrated with brands sending irrelevant emails
- Emails with personalized subject lines are 26% more likely to be opened
- 71% of consumers say a personalized experience would influence their decision to open and read a brand’s emails
Here is how targeted email blasts can keep your brand front of mind.
Provide Value To Your Prospects
Your email marketing should always strive to provide value to the lives of your prospects instead of selling to them directly. People are likely already aware of what you’re selling and would benefit more from content that either informs, educates, or entertains.
Essentially, you’ll want to provide valuable information or entertainment while gently noting or making your products easily accessible. This way, you let the receiver conclude for themselves that you can solve their problems rather than regularly saying you will. After all, showing what your brand can do for them is much more powerful than telling them. Everyone can say they’re the best product or service when not everyone can be the best.
When done appropriately, a good email marketing strategy will encourage people to keep coming back to your business (and opening your emails!), and the chances someone will share your content with others who are interested increases significantly.
Marketing Indirectly Keeps You Top Of Mind
Marketing indirectly to your customers allows them to consider your products and brand better because you’re not hitting them with a direct sales pitch. It makes the communication between brand and consumer feel more genuine and authentic, which is massively beneficial 84% of consumers say being treated like a person, not a number, is very important to winning their business.
Providing information while indirectly putting your brand in front of them through email blasts that deliver value without selling increases consumer trust and establishes a more profound relationship than telling them to buy from you does in and of itself.
Consumers are more interested in the solution your brand as a whole can provide them with than they are in your sales pitch they’ve likely heard millions of times from competitors.
Develop A Conversational Tone In Your Emails
Being conversational is also important for standing out from the competition and becoming more memorable. You can use targeted email blasts to build your brand and create a conversational, personalized tone with your customers to show they’re valued. This will help humanize your brand and make you more trustworthy and authentic, as well.
In fact, email campaigns function better as conversational tools because it makes it more likely that customers will keep opening them and increases the likelihood they’ll remember your brand at critical moments.
Like a branding campaign, you focus more on the customer than the product/service to spread more awareness about your brand.
Create Multiple Email Blasts For Different Segments
Increasing the relevancy of your emails lets your messaging resonate with your audiences, which also helps keep you top of mind. Since as many as 74% of people admit that they hate seeing irrelevant content, it’s more important than ever to start targeting and segmenting better.
Beyond collecting your database, you need to segment it by different demographics and customer personas, as well as their stages in the buyer’s journey, to ensure that you’re reaching them on a deeper, much more knowledgeable level.
Note that you will need a different method to stay top of mind for a new customer than how you’ll retain your customers. What works for attracting new customers won’t work for people who have already become loyal customers.
In these cases, you’ll want to create separate, personalized discounts and content for returning customers in addition to content for new members. Being offered ‘new member’ content can have the opposite effects on returning customers, making them feel like you didn’t even appreciate their business the first time around.
Think In The Long Term
When you think of email, you should think of the long-term benefit of treating consumers like humans and not sales numbers. You should also note that these kinds of experiences and connections stand out much more than any single product or service ever could. Whether you’re trying to increase brand awareness or drive a particular action, email is a crucial marketing tool that allows you to maintain good customer relationships and improve sales.