Nobody really likes receiving cold and impersonal emails, so if you want to improve email engagement for your business, you have to reach your audience by connecting with them on a personal level.

Here are our tried and tested techniques that work, and we’re sharing them with you now.

Group your customers based on similar data. There are four ways to segment your audience:

• Demographic: Segment based on the basics of age, gender, income and so on.
• Behavioural: Buying, decision-making and usage patterns are used to identify customers by group.
• Psychographic: Customers’ activities and lifestyle choices are used to segment them into different audience types.
• Geographic: Prospective buyers have different needs based on geographical location. Segment according to location especially if your audience is spread across different areas.

Harness the power of customer personas to inject life into your marketing strategy.

As you glean insights from segmentation efforts, these invaluable nuggets of information become the building blocks for crafting fictional avatars. Picture your ideal customers vividly—name them, define their characteristics and immerse them in a narrative.

This imaginative exercise transforms raw data into relatable personas that go beyond demographics, offering a deeper understanding of your audience.

Once your personas step into the limelight, they become guiding beacons for tailored content creation. Whether it’s “Sarah the Urban Explorer” with a penchant for tech innovations or “Alex the Nature Lover” seeking sustainable and outdoor-centric products, your personas inform the tone, style and substance of your marketing materials.

Recognise the diverse rhythms of your audience. Personalise the timing of your emails to reach them when they’re most likely to engage, avoiding odd hours that may lead to overlooked messages.

Trigger emails are the unsung heroes of your email marketing strategy. These emails respond to specific actions or inactions by your customers, delivering tailored content based on their behaviour. Here’s how email marketing software can amplify the effectiveness of trigger emails:

• Automated Precision: Email marketing platforms, such as Mailchimp, HubSpot or SendinBlue, empower you to set up automated trigger emails. For instance, if a customer abandons their online shopping cart, the software can automatically send a follow-up email, enticing them to complete the purchase.
• Behavioural Insights: These platforms track customer interactions with your emails and website. By leveraging this data, you can design trigger emails that align with specific customer behaviours. For instance, if a customer consistently clicks on product links related to outdoor gear, you can send them targeted emails showcasing your latest outdoor products.
• Personalised Campaigns: Email marketing software allows you to create dynamic content that adapts based on individual customer preferences. Trigger emails can be personalised with product recommendations, special offers or content that aligns with the customer’s past interactions.
• Time-sensitive Offers: With email marketing software, you can schedule trigger emails to be sent at the most opportune moments. For instance, if a customer browses a product but doesn’t make a purchase, you can automatically send them a time-limited discount offer, encouraging swift action.
• A/B Testing: Many email marketing platforms offer A/B testing features, allowing you to experiment with different elements of your trigger emails, such as subject lines or call-to-action buttons. This helps you refine your approach based on real-time data.

By leveraging the capabilities of email marketing software, you can transform trigger emails from a manual task to a dynamic, automated and highly effective component of your overall marketing strategy.

Move away from a corporate tone. Use inclusive language like “we” and “you” to humanise your brand. Establish a friendly connection that resonates with your audience, making them feel they’re interacting with a person, not just a business entity.

Interested in taking your digital marketing to the next level? Contact us today to for free advice on how we can improve your online presence.

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