How to Write Engaging Subject Lines to Boost Your Email Campaigns
Email Marketing Campaigns 4 min read
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Home Blog Email Marketing CampaignsUnleashing Email Marketing Research for Targeted Campaigns
Email Marketing Campaigns 4 min read
Email Marketing Campaigns 7 min read
Email Marketing Campaigns 6 min read
Have you ever received an email that made you feel like it was uniquely created to help you resolve a present concern? That is the power of effective email marketing research.
Recently, social media platforms and video campaigns have been the most popular choice for digital marketing. However, you must recognize that marketing research email campaigns continue to stand their ground amidst the ever-changing digital marketing landscape.
Currently, there are 4 billion daily email users around the world making it a cost-effective and powerful tool that would not only help you build a strong seller-customer relationship but would also increase conversion. Email marketing, hence, is still the cornerstone of a successful marketing campaign helping you to reach your target audience globally.
Since it discovered that customers value human interaction in their buying journey, we’ve learned that personalized emails are your instrument to have a one-on-one engagement with your customers.
That said, successful email marketing research enables you to gain insights into the intricate nuances of your target audience which involves studying demographic data, behavioral patterns, and purchase histories. Having equipped with this knowledge, crafting personalized email campaigns with relevant content that resonates with the audience’s needs and preferences makes the conversion process much seamless and easier.
Personalization goes beyond calling customers by name. It is about producing relevant information that is tailored to your customer’s needs, interests, and preferences. This approach not only attracts attention but also builds relationships and trust between you and your customers.
Here are some of the ways personalization can positively impact your email marketing efforts:
With the various reports and studies proving that personalization offers a lot of benefits for your email marketing campaigns, the next thing you need to consider is how you can understand your customers better.
To make your content even more valuable, you will need to have relevant and up-to-date resources to better understand the needs of your customers. Get to know your audience better by doing the following:
Being aware of how you can conduct comprehensive email marketing research enables you to gather the insights needed to tailor your strategies. The next step to leverage your email campaign is to produce relevant content for your audience.
A highly personalized email involves various factors that could speak directly to your customers. Listed below are the steps to craft a highly personalized email campaign:
By using existing consumer data, you will be able to categorize your customers into specific categories based on demographics, behaviors, interests, preferences, or purchase history to share recommendations that are relevant to them.
When you have segmented your customers into certain categories, you can create email lists based on those so it would be easier for you to send out emails with specific themes and content in mind. Adapting content to each segment’s needs and preferences, as gleaned from research, drives engagement and customization.
For example, all your female sign-ups are grouped into one emailing list, while your male leads or customers belong to a different emailing list. Others may be grouped according to their age group or location.
Once your email lists are segmented, crafting a personalized subject line into your email marketing campaign templates is one of the ways to instantly catch their attention and establish a deeper connection.
To illustrate, Airbnb sends an email when customers view listings from their website. Airbnb employs unique subject lines in this email that incorporate the customer’s name and the location that they are checking out. This captures the customer’s attention and entices them to read the email.
As a result, this significantly improved email open rates and engagement because their customers could feel that the message was sent uniquely to them as a result of their search.
Through personalizing their subject lines, Airbnb provided useful and compelling content to customers, prompting them to book.
Segmentation focuses on dividing your audience into distinct groups, while dynamic content focuses on tailoring the content within an email to match the individual recipient’s attributes or behaviors.
In this case, you already have a specific template for the campaign, all of which are the same for each recipient but the specific products featured or recommended differ.
Going back to the example above, female customers get an email content full of bag recommendations and other items related to the bag (e.g. dust bag, keychain, leather wax, or other bags), while the male get recommendations about fitness-like equipment, running shoes, healthy snacks, etc.
Adding dynamic content ensures that emails are created based on recipients’ preferences or actions, making the content more relevant, resonating and engaging.
Behavior triggers are emails that are automatically sent to customers according to their online behavior. An example of this is when someone added items to their carts but did not check out. An email will be sent saying that they left something in their cart and they can get a 5% discount if they check out in 3 hours.
Behavior-triggered emails can be in the form of:
Automating email delivery based on triggers or user actions can provide you with prompt and timely forms of communication to build a strong connection with your customers.
An automated workflow is a series of emails that are sent based on where the person is within the sales funnel.All customers go through the different stages of the buying process (awareness, interest, consideration, intent, evaluation, purchase, and loyalty). By automating workflows, customers can receive a corresponding email for each stage to nurture the relationship as it builds.
Using automated workflows can help you send targeted content to each of your customers. Unlike dynamic content, automated workflows are automatically done.
True enough, producing a highly personalized email can be pretty easy once you deeply know your customer. To ensure that your strategies are performing well, you have to consistently review your email marketing campaign performance.
By optimizing email marketing analytics, you can find valuable insights into how your customers have engaged with your emails. Improve your marketing strategies through the following:
Email marketing analytics can help you improve your brand’s conversion rates since you keep your customers engaged and at the same time, foster trust and authenticity.
With so many digital marketing strategies emerging, email marketing stays at the forefront since it is a cost-effective and powerful tool that can help you build a strong seller-customer relationship and increase conversion. Here are three factors to leverage your marketing research email campaigns:
If you need help with jumpstarting your email marketing strategies, you may send us a message on Facebook, X, or LinkedIn.
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