One of the most effective ways for businesses to communicate with their consumers is through email, but most businesses are missing out on some of the most effective email marketing strategies.
Through email, businesses can reach their target audiences, build and maintain strong relationships, and grow.
Segmenting a company’s email contact list subscribers involves dividing that list into smaller groups, or segments, based on the characteristics that each group has in common.
For example, companies can segment their email constants lists by gender, location, purchase history, or age. This allows businesses to send personalized content that will be much more relevant and interesting to each segment, increasing conversions and engagement rates.
The goal of this strategy is to create email campaigns that will be relevant and personal to each subscriber. To do this, companies must also have a deep understanding of what subscribers want and need.
Thinking about the problems that different segments are trying to solve helps companies decide what information each segment will need to influence their buying decision. Then, businesses can create content that will provide each segment with the information they need at every stage of the buying journey.
Additionally, this strategy also helps businesses improve their overall email open and click-through rates.
One of the best strategies businesses can use to get subscribers to open their emails is to optimize the preview text and email subject line. These two are the first things an email subscriber will see in their inbox folder or notification bar, which means they need to grab their attention and engage.
While email subject lines are something everyone is familiar with, preview text is something most businesses tend to overlook. This is the small amount of text that appears below the subject line in the recipient’s inbox folder or their notifications on their smartphone. If this element is not optimized, most email clients end up displaying the first few lines of the email body as preview text, which tends to produce irrelevant or low-quality text that does not correctly represent the content of the email. E-mail.
While businesses should remember that their primary email marketing goal should be to grow the email contact list, at some point some people will decide to unsubscribe.
There are many reasons why someone might decide to unsubscribe, whether that customer is buying another business or simply moving to another location.
Whatever the reason, businesses should not take these unsubscribes personally because if a business decides to continue emailing them, it can lead to lower returns and open rates, poor deliverability, and even emails marked as spam. This means companies should make unsubscribing as easy as possible, instead of hiding the unsubscribe button or encouraging them to stay longer.
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ABOUT THE AUTHOR
Ronn Torossian, President & Founder of 5WPR
Ronn Torossian is the president and founder of 5WPR, one of the largest independent public relations firms in the United States. Torossian is one of America’s most prolific and respected public relations professionals. Since founding 5WPR in 2003, he has led the growth of the company, overseeing over 275 professionals. Torossian’s approach has been recognized with numerous awards, including being named Entrepreneur of the Year at the 2020 Stevie American Business Awards, Public Relations Manager of the Year at the American Business Awards and a two-time semi-finalist at the Ernst & Young Entrepreneur of the Year. Ronn Torossian has lectured on crisis public relations at Harvard Business School and is the author of “For Immediate Release: Shape Minds, Build Brands, and Deliver Results With Game-Changing Public Relations.”