Amanda Jurgens

Targeting Email Campaigns to Improve Customer Loyalty

By Amanda Jurgens, Account Coordinator

In today’s digital world, consumers are flooded with marketing emails.  How do marketers create email campaigns that stand out and avoid the dreaded “unsubscribe?”

Hours of design, copy and proofing go into sending a marketing email. But, if emails do not solicit a response, why open them? Even marketers are guilty of the mass inbox delete. Despite this, we still analyze open and click-through rates and wonder what went wrong.

Customers are inundated with emails. Nearly everything you buy online or in a store opts you into email marketing campaigns. Often, consumers end up on a list they were never interested in and certainly don’t care to receive nearly constant communication. In a study by ExactTarget, researchers found that 9 out of 10 subscribers later opt-out of email communication, citing that mailings are too frequent, contain repetitive content or are irrelevant because the consumer didn’t realize they were opting in to begin with.

So, as a marketer, how do you convince someone who has already expressed interest in your communications (whether intentionally or not) to take the next step and actually open the email? The answer seems all too obvious: by creating emails that your customers want to read.

Craft emails containing information that makes the reader’s job easier. It is as simple as that. Create emails that offer a reward, emails that make information easier to locate, or emails that offer some tangible value to your particular audience.

By segmenting your audience and creating value for each recipient, you can improve your open, click and conversion rates—and keep opt-outs to a minimum. An Experian CheetahMail survey found that loyalty-related emails, such as those offering reward incentives, reminders and surveys, can generate 40% higher open rates, 22% higher click rates and 29% higher transaction rates. Additionally, targeting your subscribers based on their place in the product lifecycle, or on a recent interaction with your brand, can increase relevancy and brand loyalty.

Taking the additional time to identify market segments, target your audience and offer a small reward accordingly can lead to improved metrics, increased loyalty and decreased unsubscribe rates. As basic as it is, the first step to a successful email campaign is convincing your readers that you have something interesting to say—or offer.

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  1. I agree completely with your post. Sending generic emails will make you seem like a spammer and people will opt out. Taking the time to target your emails will create trust and build relationships with those in your target audience.

    However, can you give some advice on how to actually go about targeting your audience and what you can do to reach them besides offering free stuff?

  2. Thanks for a great question, Adam! Creating value for prospects and customers is certainly more complex than offering free stuff. When targeting key audiences, we consider their position in the sales cycle to determine how we’ll nurture them. Sometimes, if the prospects are at various points in the purchase process, we provide multiple offers in one message. That way, users can choose what they need – whether it’s to sign up for tips that solve their particular pain points, to download a catalog and evaluate options or to request contact information from a sales rep.

    At 90octane, getting to know the target audience to determine the right offers takes on many forms – from research and personas to strategic meetings with our clients’ marketing teams and sales reps.

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