Email marketing is the number one spam offender in recipients’ inboxes. But with the right segmentation and a little love, email can be totally lovable and still effective at nurturing leads and closing deals. Consider that 39% of marketers who segment their email lists experienced higher open rates, according to Lyris Annual Email Optimizer Report.
The Rolling Stones weren’t always right. We can get a gauge on customer satisfaction, and use that knowledge to better target our email marketing. Think about it. If you have a group of die-hard customers in love with your company, you can encourage them to be brand ambassadors. Or, if customers are dissatisfied with your services, you can pinpoint why and surface some content to start repairing the relationship.
Marketers sometimes get a bad rap for using customer data. We’re the big bad wolves of privacy. But consider this 42% of people said they would value a retailer or brand more if it remembered their buying and browsing behavior from where they have shopped before. If a segment of your contact list has used your service or purchased from you before, use that data to personalize their emails.
You know when you’re craving a piece of chocolate but you stay strong and say no? You’re pleased with your willpower until you’re reminded of it later when you see a Lindt commercial. Suddenly, you have to have it more than ever. If a contact added an item to their shopping cart, whether they purchased it or not, they want it.
You can get more out of your Facebook business page by targeting posts tailored to the different types of people in your audience. Say your business sells deodorant. You have a women’s product line and a men’s product line, but it’s easiest to have one unified social media presence. If you’re running a special on a new product for the women’s line, you can avoid oversaturating your male followers with messaging by posting targeted Facebook statuses.
It’s important to remember that PPC advertising is a complement to your inbound efforts, not a stand-alone tactic. Marketers pay for PPC ads because they want someone to click on them. But that’s only half the battle. Once a lead clicks on the ad, it should take them to a page that holds their interest through extremely targeted content.