How To Craft Your Email Marketing Messages Using Segmentation and Creative Content


Q: Where is the one place your audience will be everyday, guaranteed?

A: Sitting right in your seat – browsing the web, keeping in touch with friends, paying bills and checking emails.

Social media sites like Facebook and Twitter have changed the communications landscape but email marketing is driving more sales and delivering a higher return on investment for advertisers. The DMA (Direct Marketing Agency) puts email marketing’s ROI for 2011 at $40.56 for every $1 invested. Email is a highly trusted communication source and provides rich analytic insight for a relatively low cost. Don’t fear your email marketing efforts will end up as a big pile of spam. Regulations and procedures must be followed that benefit the well-written email and give your message a front seat in your audience’s inbox. A valuable advantage of using email marketing is the ability to target specific customers to connect with your audience on a variety of topics. The content of your messages should always reflect the email list you use and never forget your ultimate goal: Get your message read.

Identify and segment your email database

Segmented email campaigns will drive responses to your messages by targeting specific people in the list.

Use the customers information to craft messages tailored to their consumer behavior. For example, if you run an e-commerce site, choose 100 customers and find out what the most popular product is among them. Use this list to target these customers the next time you run a sale on that product. Segmenting your email database will increase your return on investment when you focus on certain customer attributes.

Define your objective first then craft your message

Is it a special time of the year to drive traffic to your online store to highlight a new product release or inform your customers about a free shipping promotion? A thank you message is a great way to let your customers know how much you appreciate their business and to stay in touch. It’s far more personal than a thank you tweet. The scope of email marketing allows you to channel endless amounts of messages to your audience. From coupons, community news letters, conference notifications and holiday sales email marketing is a year round marketing tool to build your brand.

Your email list is ready, you’ve defined your message objective and now it’s time to hit the keys.

You have only seconds to capture the attention of your audience as they scroll through their inbox. The email message should be broken down into 2 sections of content to increase the likelihood of your final call to action being read. Most marketers refer to the pre header as a detailed short description used to engage the reader and sell the full body content. It’s the same idea of why you crack open a book because the title is appealing.

Email marketing is a powerful advertising channel to increase brand awareness and generate sales in a cost effective way. Use email marketing to build trust and loyalty with your audience and deliver measurable analytics.

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