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Why segmenting email lists is necessary to drive business
11 Oct

Why segmenting email lists is necessary to drive business

While email marketing campaigns were once one-size-fits-all, times have changed and strategies need to be adjusted if businesses want to maximize the effectiveness of their efforts. According to Marketing Land, the main way marketers are doing this is by segmenting the subscribers on their email distribution list. Many companies are catching on to this trend and changing the way they approach email marketing accordingly.

Marketing Land advised strategists to first focus on determining their best customers. This should be the segment that strategists put the most time and effort into. Loyalty should be rewarded, and the best customers need to made aware of their exclusive status. A friends and family offer is a great way for marketers to deliver that message. By giving privileged customers the option of extending their discounts and perks to their loved ones, businesses increase their chances of boosting brand loyalty.

Increase volume for those well-deserved buyers
All customers like to know that they are receiving special treatment. When businesses send their most valued buyers the option to sign up for an exclusive email chain, they open the opportunity to send more messages more frequently. Because these top clients have chosen to sign up, they are much less likely to become irritated by the increased amount of emails coming their way.

When businesses offer exclusivity, they need to follow up on their word. Marketing Land reminded marketers that these customers expect to be rewarded when they commit to taking on more emails in their inboxes. By delivering on their promises with exclusive promotions, discounts and deals, businesses are more likely to satisfy their favorite customers and retain them as their most reliable buyers.

Targeting seasonal and inactive customers
Although businesses would ideally maintain their holiday customer base year-round, Marketing Land explained that they cannot deny the effectiveness of honing in on the seasonal crowds to get the best marketing results. Companies should time their email marketing campaigns with upcoming seasonal events and tie together offers that would appeal to customers during a specific time of year. This will bring in more seasonal business and likely remind once-a-year customers to come back during the off-season.

If marketers still have the addresses of old customers on their email contact list, it is a great idea to reach out to them and try to spark interest once again. Customers might be pleasantly surprised by a campaign reminding them of their positive shopping experiences with that company. While some customers have made up their mind not to shop with a brand again, it can never hurt to try, pointed out Marketing Land.

Other benefits of segmenting an email marketing campaign
A common complaint about email marketing methods is that they don’t appeal to people personally. By segmenting campaigns, marketers are in a much better position to develop customized content to consumers based on their experiences with the brand. According to Business2Community, sending tailored emails to every customer is out of the question, butsegmenting is the next best choice.

Recipients of email with a personal touch are much less likely to unsubscribe. Business2Community asserted that these details can be as small as including a zip code with nearby branches. This will keep customers engaged and attentive to any new emails sent their way. Segmenting campaigns doesn’t need to be complex, and the benefits can really pay off in the long run.

Too many businesses develop an email database only to have it wither away as customers continue to unsubscribe and file complaints. Marketers who segment their campaigns can expect to hold on to their hard-earned email addresses.

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Using A/B Testing for Your Email Lists
11 Oct

Using A/B Testing for Your Email Lists

A/B testing, or split testing, is the process of testing two different emails (or style of email) to see which will produce the best results on a mass-scale. Typically, the system for A/B testing consists of designing two marketing emails and sending each one to a small subset of your email list. The CTR (click-through-rate) can be tracked via Google Analytics, then the results are tallied and whichever campaign was more successful is used for the remainder of the email list. Google even includes an A/B testing tool in their GA suite.
Be sure to compose each email carefully before starting the test. If you decide you want to change something about one of the emails or need to correct a mistake, keep in mind that this will skew the results and will likely throw off your numbers and the data will not be as useful.
You can use A/B testing to evaluate different subject lines, test visual design, the use of images in emails, different promotions including sales vs. coupons or HTML vs. text emails. Just about any factor of a marketing email can be tweaked for better results by using A/B testing. Using A/B testing, you can even test different “from” email addresses to check about whether a particular persona or address results in a higher CTR.
As with all marketing, email marketing benefits from more testing data and a more precise marketing strategy. GIve A/B testing a shot and let me know about your results!

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Targeted Email Lists Make for Higher Response Rates
11 Oct

Targeted Email Lists Make for Higher Response Rates

It may make sense in theory to cast a broad net with email marketing and try to cater to the largest audience possible. However, studies have shown that the opposite is actually true: targeted email lists are far more effective. In most cases, the type of product you are marketing will dictate exactly what email list or database you should purchase, rent or segment.
For example, if you are marketing to a specific region, buying a national or international database would not be as effective as purchasing one targeted toward that specific region. Similarly, marketing a product such as medical equipment to non-doctors or healthcare practitioners is more likely to raise red flags in terms of spam than to actually convert to sales. Make sure that you know your audience while you prepare your marketing campaign.
While many marketing firms nowadays cater to social media presence, it has been consistently proven that a large properly targeted email list can result in a much higher CTR (click-through rate). Research also seems to indicate that coordinating your email marketing with your social marketing is an even better solution. Be sure to include social media links in the footer of your marketing emails. Since you are already aiming your emails at people in the industry or region you are catering to, let them know that your site might have more content that they might be interested in. Maybe they aren’t ready for your marketing promotion but they want to check out your blog. This is a great way to increase the open rate and conversion rate of your mailing lists.
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What are Email Lists?
11 Oct

What are Email Lists?

Email Lists
I talk a lot on this blog about email lists, usually with the assumption that the definition is a foregone conclusion. Typically with internet marketing, this is the case. However, there is some nuance to the term. In general, an email list is a list of addresses to which the same content is sent. However, when referring to internet marketing, this definition is perhaps too broad.

Opt-In Email Lists
In marketing, there are opt-in email lists. Typically, these will include a link or some other method for assuring that the customer wants to continue receiving the offers. In many cases, list emails will include an unsubscribe button for letting the administrator know that the user is “opting out.” of a particular email list

Targeted Email Lists
There are also non-opt in lists, usually purchased in bulk for mass mailings (or email blast). Often times, these lists are a better tool for the job than opt-in lists. Curating an opt-in list is a much greater time-commitment and is usually more-suited toward newsletters and occasion offers. Purchasing an email list (or email database) in bulk is a great way to get a precompiled list of thousands of addresses ready to be contacted. In many cases, these databases are sold or leased based on region or industry, lending them much better for targeted email marketing.

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Mailing Lists – How do I segment my data?
10 Oct

Mailing Lists – How do I segment my data?

When you are embarking on an e-marketing campaign, it’s easy to get carried away once you’ve accumulated a shed load of data and start firing off e-mails left right and centre, with no real strategy in place to segment your data into mailing lists. What businesses don’t take into consideration though, is how detrimental this could be to their campaigns.

Ultimately, your goal when it comes to e-marketing is to increase your ROI – did you know that 39% of e-marketers that practice list segmentation see better open rates? Keep reading for more tips on how to best segment your data into mailing lists!

Segmenting into mailing lists

Firstly, you need to determine how you will be segmenting your data. This can be done through identifying and understanding your industry; by breaking down your data into segmented lists you can tailor your content, and through gaining an understanding of how to do this, your e-marketing campaign can become more of a success than you ever could have imagined.

Geo-targeting

Have you considered how wide-reaching your market is? One of the most successful ways businesses should be segmenting their data is geographically; consider how compelling your targeted e-marketing campaign could be when you factor local languages, events and, most importantly, the time difference. Your business may be based here in the United Kingdom, but if 40% of contacts on your mailing lists are based in the USA, scheduling an e-marketing campaign to land at 10:00am GMT will be ignored by almost half, as they are most likely to be asleep.

History

Within your mailing lists, you will be able to monitor the behaviour of your consumers and use this historical information to tailor content accordingly. For example, one of your newly segmented mailing lists could contain the clients who may not have visited your website for a while. These kinds of campaigns really work through tailoring the content specific to the audience you are reaching out to, increasing the email relevance, open rates etc.

Don’t Over Complicate Your Segmentation

It’s important to remember that you shouldn’t over complicate the segmentation of your mailing lists as this could have a negative impact on your e-marketing campaigns, leaving you with a selection of mailing lists with a lack of positive prospects. Having clear objectives on how you will be segmenting your data for your industry will allow for the best results out of your e-marketing campaign.

At MIB Business Data we understand the importance of concentrated data through segmented mailing lists. Are you looking to find out more about how e-mail marketing could really work for your business? Download MIB Business Data’s whitepaper here.

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Email Lists: How Do I Make The Most Out Of Them?
10 Oct

Email Lists: How Do I Make The Most Out Of Them?

Email Lists: How Do I Make The Most Out Of Them?

Now that we’ve told you how you should be segmenting your mailing lists, and what benefits this can bring your e-marketing campaign, we’re now going to delve a little deeper.  In our latest piece we bring you more information on how you can make the most out of your email lists, and what you should be doing to engage your audience!A successful e-marketing campaign is one that can be combined with an overall marketing strategy to ultimately communicate your businesses message to your audience, increasing your ROI and engaging your client base. Making the most out of your email lists will create a good base to effectively communicate your marketing message, keep reading to find out how you can make the most out of them!

Combine Your Marketing Efforts

Your email marketing database degrades by 22.5% each year, as a marketer it is your job to be continuously adding fresh contacts to your email lists to keep them up to date to ensure that they are doing an effective job.

When it comes to your email lists, bigger numbers don’t necessarily automatically guarantee success, you might have an email list of 10,000, but if only 10% of these are opening your emails then you might be wasting your efforts!

Making The Most Out Of Your Email Lists

Creating memorable, remarkable email content is one way to ensure the success of your e-marketing campaign and will guarantee that the strength of your email lists will only continue to grow. One of the first things you should look to do to ensure you are making the most of your e-marketing campaign is to create content that will ensure your audiences returns to your brand. A few simple things to check are detailed below:

  1. Are your emails landing on the right page?
  2. Is the content engaging?
  3. Are there clear call to actions?

One thing you should remember when you are looking to make the most out of your e-marketing campaign is to create content that will keep your audience returning to your website, are your emails landing on the right page? Taking the time to

An E-marketing campaign creates the perfect base from which to align your marketing campaign, giving you the potential to combine the data received from e-marketing with important analytics to guarantee success.

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