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Targeted Email Marketing Works Great with 48% Open Rate

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Email newsletter marketing tips

Targeted email marketing means hitting not only the right audience but also proving that it’s hitting the right audience by looking at the open rate.

Two clients had open rates of nearly 50 percent and click rates of more than 20 percent.

The average open and click rates in their industry are 18 percent and 3 percent respectively, according to email marketing provider MailChimp.

How did they achieve such stellar rates?

It wasn’t necessarily through hard work or years of testing and retesting, although testing and retesting is important in the long run. It was actually quite simple because both newsletters followed these steps:

  1. They targeted a narrowly defined audience.
  2. They used opt-in subscribers rather than opt-out.
  3. They provided high-value content that the subscribers need on a regular basis, in this case weekly.

Audience Targeting

Develop a newsletter about sports. Is that targeted email marketing? Definitely not.

Let’s narrow the subject to football. How are we doing now? A little better, but not much.

Try again, this time with high school football. OK, doing better, but it can go further.

Target high school football in the Dayton, OH area. The target narrows even more.

Finally, narrow it again by going after high school football in the Dayton suburb of Kettering.

The end result is email content that is specific. It doesn’t have as much competition for readership as high school football in general or high school football in Ohio.

But it does have a smaller potential audience. Given a choice between a weak-performing large audience and a strong-performing small audience, the latter almost always wins. Inefficiency on a large scale consumes precious resources, such as time and money.

Opt-In Rather Than Opt-Out

Targted email marketing means identifying and capturing specific niche audiences. Grabbing emails from anywhere to build a list won’t get high open and click rates.

Subscribers accept emails for content they want. What they don’t want is:

  1. Being tricked into a list;
  2. Taking time to search for a tiny opt-out box that is already checked;
  3. Providing an email address for one purpose and suddenly start getting unwanted emails.

All of the above happens too many times.

The opt-in process means providing the means for subscribing, but also providing the benefits that will make them want to subscribe:

  • Use simple but powerful images.
  • Use enlarged text.
  • Keep the text limited like an outdoor billboard.

If They Need It, They Will Open It

Need is a more powerful motivator than want. A hungry person who is handed a piece of bread will eat it more ravenously than a full person handed a Twinkie.

If the opportunities exists for multiple newsletters, focus on the motivation of the potential subscriber. Can you provide something they need that they can’t easily get anywhere else?

If it’s not a need, prioritize the opportunities by want / value. The greater the value, the more likely the opens and clicks.

This is when testing and retesting become more valuable. Experiment with content quantity, quality and presentation. Track click rates on each item within the email to see what performs consistently well or poorly. Adjust and grow.

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