How to Create a Targeted Email Marketing Campaign in 9 Steps

When you sync your platforms, they work in harmony to optimize the effectiveness of your email marketing tactics. They can also contribute to your overall sales, which can help your company grow and achieve new revenue milestones.

5. Target by location

There’s a reason 87 percent of marketers experience greater success when targeting by location.

With location targeting, you can experience a higher response rate. Even better, you streamline and simplify your efforts when it comes to reaching your target audience and providing customized content.

These benefits can help your team land more sales too.

How do you target subscribers based on where they live?

With emails, you can get creative. Use graphics relevant to each reader’s area. If you’re targeting audience members in New York, for instance, consider using images that feature well-known sights of New York, like the Statue of Liberty.

Use dialogue that specific to certain areas, too. For instance, using local phrases or key terms in your emails can make your messages appear much more personalized and welcoming to your audience, removing the disconnect between your business and your clients.

If you’re targeting your audience by location, make sure to create a custom audience segment. For example, if you’re building a targeted email marketing campaign for the East Coast and West Coast, you want two separate audiences for each of these regions.

6. Divide your audience by sex

For businesses that offer products or services targeted to a specific sex, segmenting your audience by sex can make a tremendous difference in the performance of your targeted email marketing campaign.

As an example, a clothing company that focuses on men’s and women’s fashion can benefit by creating a male and female audience group. They can then send female users clothing options from their women’s line and male users selections from their men’s line.

In comparison, if you’re a business-to-business (B2B) company, it doesn’t make sense to use this audience segmentation. You’re offering a service or product to an entity, rather than a person, for individual use.

7. Use custom fields

Consumers love personalization.

That’s why it’s critical for targeted email marketing campaigns to leverage custom fields, which can include the subscriber’s name, recent browsing history, and more. These fields, which can appear in subject lines, can encourage users to open their emails too.

Depending on the reader, your team may have access to a limited amount of data. In most cases, however, you should have a subscriber’s name. This piece of data allows your company to provide a partial, but impactful, personalization.

With personalization, you make readers feel as though you wrote the message for them. This feature can influence how subscribers view your brand. It can also push them to act on your calls-to-action (CTAs), like purchasing from your company.

8. Analyze previous purchasing behaviors

What better way to plan for your readers’ future behavior than by analyzing their past actions?

When you track your audience’s past shopping experiences, it gives you the advantage of knowing how you can best target your subscribers. It also provides your team with valuable data when it comes to delivering a personalized email.

For example, your business may re-engage subscribers that abandoned their shopping cart with a reminder email. Or, you may send an email with customized purchase recommendations, based on that reader’s browsing history.

You can even issue time-sensitive offers to motivate customers to take action immediately.

When you know where a client stands in their purchasing journey, you can take control of your targeting tools to nudge them in the right direction — whether it means visiting your site or finalizing their purchase.

9. Check your analytics

In email marketing, data is your best friend.

Use data from your email marketing campaign to refine and improve your targeted email marketing campaign. For example, maybe your emails continue to have low open rates, forcing your team to reconsider your subject lines or email content.

Review your data on a weekly basis to keep your campaign optimized. Even if your campaign performs exceptionally well, a routine evaluation by your team can help spot potential areas for improvement.

Want to launch a targeted email marketing campaign?

If you’re ready to create a targeted email marketing campaign, but don’t know where to start, WebFX can help. With more than 28 years of experience, we know email marketing.

Discover why our client retention rate is more than 90% by contacting us online or calling us at 888-601-5359!