Contents
- What is targeted mailing?
- Why are targeted email mailings needed?
- Types of targeted mailings
- Advantages of targeted mailings
- How to create a targeted mailing?
What is targeted mailing?
Targeted mailing is a message or set of messages directed at a specific audience that shares similar characteristics, interests, and needs. To successfully conduct such a mailing, it is necessary to segment the contact database, which allows for more precise outreach to interested subscribers.
For example, the online store Wildberries congratulates its female customers on March 8, offering a special discount. To do this, they segment their database in advance by gender and send the congratulatory letter exclusively to women.
Why are targeted email mailings needed?
Targeted mailings are becoming an indispensable tool in email marketing, as they allow for sending information that closely matches the interests and needs of subscribers. This, in turn, contributes to increased conversion rates and audience engagement.
Using data about their subscribers, businesses can create more relevant messages that ensure a high open and click-through rate. The main objectives for which targeted mailings are used include:
- Informing about new products and services.
- Announcing upcoming promotions for interested users.
- Inviting local residents to the opening of a physical store.
- Sending personalized product selections based on previous purchases.
- Congratulating a specific group of subscribers on holidays.
- Re-engaging subscribers who haven't opened emails for a long time.
Types of targeted mailings
Targeted email marketing is closely linked to the segmentation of the subscriber database. There are various criteria for segmentation, such as demographic, psychographic, behavioral, and geographic factors.
Mailings targeting demographic data
Demographic characteristics include gender, age, marital status, number of children, employment status, and income level. This data is easily collected during the subscription process and serves as a basis for further segmentation.
Mailings targeting psychographic characteristics
Psychographic segmentation takes into account the interests, hobbies, values, and lifestyles of subscribers. Surveys are often conducted for this purpose, allowing content to be tailored to audience preferences.
Mailings targeting behavior
Behavioral targeting is based on analyzing subscriber actions. This may include interactions with emails, website behavior, purchases, etc. This data can be used to create relevant offers for specific groups of subscribers.
Mailings targeting geography
Geo-targeted mailings consider the location of subscribers, which is especially important for international companies and those with offline businesses. For example, subscribers from a specific city can be invited to the opening of a new store.
Advantages of targeted mailings
It is clear that targeted mailings bring numerous benefits. They allow for:
- Improving mailing metrics through increased open and click rates.
- Enhancing deliverability, reducing the likelihood of landing in spam.
- Increasing audience loyalty, as subscribers receive content that meets their interests.
- Slowing down database burnout due to relevant content.
By using targeted mailings, you gain a better understanding of your target audience, allowing for effective engagement not only in email marketing but also across other promotional channels.
How to create a targeted mailing?
To create an effective targeted mailing, it is essential to define segmentation criteria and the method of obtaining information. Data can be requested during subscription or through surveys. For instance, the online store “Daughters and Sons” invites subscribers to share information about their children for more precise selection of offers.
Setting up targeted mailings can be done through email mailing services, using two main approaches: pre-segmenting the database and utilizing built-in service features to track user behavior.
It is important to remember that the size of the segment to which the mailing is sent plays a significant role. It is recommended to work with larger segments to ensure an acceptable response rate and avoid zero conversion.