Unleashing Email Marketing Research for Targeted Campaigns


September 13, 2023

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.

Improving email marketing strategies through personalization

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:

  • Higher open rates. Personalization starts by writing an engaging subject line. This strategy gives the reader the impression that the email was written just for them rather than being part of a massive ad campaign. Thus, when email recipients recognize their names in the subject line, they are more likely to open the email.
  • Increased click-through rates. Customers are more inclined to trust and make a purchase if they believe you understand them and their needs. By offering relevant and valuable content that matches their preferences and needs, click-through rates dramatically increase.
  • Improved customer engagement. Personalization can provide your customers with a sense of privilege or special treatment, making them feel valued and unique. This leads to a deeper brand-consumer relationship where your consumer would most likely engage with your brand.
  • Improved customer loyalty. Customers become loyal to a brand if they had a personalized experience with a brand or feel that they are part of an exclusive and interactive community where they are recognized and understood.

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.

Gathering data for successful email marketing research

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:

  • Analyzing consumer data. Maximize the significant consumer data you gather from your customers to further personalize your email marketing strategy. Some of these data include demographic information, purchase history, interests and preferences, as well as their location which can be analyzed through Google Analytics or Facebook Ads Manager. By beefing up your email marketing, you can start building connections with relevant leads and further understand their behavior through analytics tools.
  • Using surveys and feedback. Marketing research for emails may be done by conducting surveys and receiving feedback from your customers to produce content that is not only relevant and tailored to your clients’ preferences, but is also unique compared to other businesses, whether small or big. You may distribute these by performing email outreach, sharing them on your social media pages, or posting them on your website.
  • Monitoring social media engagement. Monitoring conversations about your brand on social media gives you ideas about which relevant topics and trends to track so you can curate email content that resonates well with your target audience, therefore improving engagement and stronger relationships.
  • Targeting competitors. Successful small businesses use competitive analysis for their research to learn the best practices of email marketing campaigns while also taking into consideration the strategies used by other businesses. Some factors to analyze from your competitors are their offerings, target audience, content design, and value. By studying competitors’ strategies, brands can identify gaps in the market and find opportunities to differentiate themselves.

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.

Producing highly personalized email campaigns

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:

1. Segmenting your audience.

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.

2. Personalize subject lines.

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.

3. Insert dynamic content.

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.

4. Use behavioral triggers.

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:

  • Welcome email. Recent subscribers will automatically receive a welcome email once they sign up as this sets the tone of your seller-buyer relationship.
  • Feedback request email. After purchase, buyers are encouraged to share their overall shopping experience. This makes the customer feel valued and heard hence, building trust with the brand.
  • Prompting return email. Sending your inactive customers a reactivation email can entice them to get interested again in your brand and may result in a turnaround engagement.

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.

5. Automate workflows.

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.

Optimizing email marketing strategies

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:

  • Analysis of key metrics. Mapping key metrics along the customer journey, from generating leads to actual conversion, offers insights into the effectiveness of different touchpoints since you can identify which content resonates with them and drives them to take action. This understanding allows you to optimize your email marketing strategy to guide customers through the funnel more effectively.
  • Conducting A/B testing. Regularly A/B testing your email campaigns is crucial to business success. Split testing or A/B testing facilitates experimenting with the elements of your content to see which ones perform well according your targeted audience. By identifying which content elements generate higher interaction, you can personalize your emails more effectively.
  • Continuous improvement. In the ever-evolving landscape of digital marketing, the norm is no longer static – it’s dynamic and fluid. To remain competitive and achieve optimal results, you must embrace new trends and patterns in your brand’s industry. Don’t be afraid to try various marketing experiments to revise your current strategies.

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.

Key takeaways

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:

  • Personalize your email marketing campaigns. Personalization turns your email marketing from generic, bulk messages to personalized messages that connect on a personal level. This increased relevance and connection has a direct influence on how receivers interact with your emails, from opening and clicking to engaging and, ultimately, converting.
  • Analyze your customers’ needs. Leveraging data from customer profiles, surveys, social media, and competition analysis ensures that your email marketing efforts are not just relevant, but also profoundly appealing to your customers. This data-driven approach allows you to create content that adds value, builds trust, and generates meaningful interaction, resulting in better outcomes and a more effective email marketing plan.
  • Maximize the use of available analytics. Regularly monitor the performance of your email marketing campaigns to find ways where you can improve. Addressing your shortcomings will increase your engagement rate and eventually, your conversion rate.

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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