Many consumers have stated that they find email newsletters to be a great way for companies to communicate with them. Yet many people tend to find those same newsletters manipulative. These perspectives are largely based on poor email marketing practices from companies, because a lot of the newsletters that businesses send out are irrelevant. According to research, most consumers in the US check their email at least once a day, while over half check it at least three times every day. Yet despite those high numbers, nearly half of respondents to the research reported having over 50 unread emails in their email inbox folder. Although many consumers find newsletters to be a great way for brands to communicate with them, a large number of people have a secondary email address that’s solely dedicated to those newsletters because they perceive them as manipulative. Millennials are a lot more likely to open their newsletters and enjoy receiving them, compared to older generations such as baby boomers.
Audience Segmentation
The most effective way for companies to send personalized emails to their target audiences is to segment those audiences into different groups. No two emails are going to be alike, so the first-party data that companies generate from email signups, past consumer behaviors, and demographic information can all be used to organize a target market into unique audiences for email newsletters. For example, a company might segment its audience into those who regularly open their emails, and those who need to be incentivized to re-engage with business emails. Third group could include free subscribers who should be upsold. Finally, there can be a group for the people that have left items in their cart, and who should thus be reminded to check out.
Personalized Messaging
Audience segmentation gives companies the opportunity to provide their email subscribers with personalized message that speaks to the interests of each segmented group. Most of the time, this type of audience segmentation is essential. Without it, consumers will become overwhelmed by the number of content pieces and offers they receive. It’s best to grab the attention of the consumers with relevant messages. Thiscan also be achieved with an automated email platform. Automated platforms can make the process of sending out different emails a lot easier for companies. That’s because automation tools are equipped with features that build audience segments, automatically send personalized content, and analyze the behavior of the subscribers.
Multichannel Campaigns
Email campaigns can be synchronized with other promotional channels such as websites, search ads, SMS and social media campaigns, and more. All of those efforts can be used by companies to increase their conversions as well as their digital footprint. One of the biggest benefits of email newsletters is that companies get first-party data from their customers. That data can later be used to optimize the promotional campaigns on every other platform, and to create a detailed view of how each customer’s buying journey proceeds as they’re interacting with the business.