Have you ever received an email that was just so “you” you couldn’t believe it? Whether it was filled with the perfect books to read on your upcoming vacation, or the best outfits for your summer full of weddings, it’s likely that you happily clicked the “browse now” or “get this” button. That’s a highly targeted, automated email, and it’s part of our next trend to watch in 2019.
Email marketing rules the marketing kingdom and delivers huge results, with a 4400% ROI and $44 for every $1 spent. Automation allows you to leverage those numbers by sending a targeted and customized email to the right customers at the right time.
When you target your emails to reach users who are interested in hearing from you, you cut back on unnecessary messages and avoid spamming your customers. This is a win-win for both you and your users. You can focus on collecting quality leads (meaning customers who are likely to benefit from your goods or services), and your email list won’t be overloaded with messages that clog up their inboxes. According to Lenskold and Pedowitz Group, companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle.
A great example of an extremely targeted and highly useful email is the weekly playlist email that Spotify sends each week. The email is a list of music based on what the user has been listening to, customized just for them. This helps Spotify keep their users happy by exposing them to new music, but also supports the bands that use their platform, exposing their music to listeners that may not have heard it otherwise.
Targeted emails like this connect your unique information and offerings to the audiences who can actually benefit from them. They are more likely to open the email, interact with the content, and take the next steps outlined in that email.
Remember, Automation isn’t a bland, set-it and forget-it solution. It isn’t just about scheduling emails so you don’t have to manually send them. It’s a tool that gives you the boost you need to convert your leads into trusted customers, by offering valuable information to the right customers at the right time. But, like Spotify, you need to know and understand your audience as much as possible to send them the information they will find most valuable. So don’t forget to do your homework. Learn as much as you can about your audience: create personas, interview users, and find out pain points that you can solve.
To appeal to your specific audience as much as possible, focus on specific areas of your email to attract their attention. Here are a few ideas:
- Use the subject line to evoke curiosity and tempt them to open your email. Keep it under 50 characters, and avoid all caps and special characters. Simple and to the point is best!
- Include a specific call to action (CTA) in order to help readers figure out the next steps you want them to take.
- Don’t forget your social media buttons. You want to create a community and increase your reach, and social media is a great way to do that.