A lot of research studies have been going on lately about what marketers plan to do in the next year with their email marketing in order to get more relevant.
Of course segmenting and finding the right interest groups can be time-consuming for a marketer, so it’s understandable that many companies haven’t been able to adapt to this type of change yet. However, email marketing system are coming a long way and some are now able to intuitively segment lists for the marketer based on what subscribers say or do.
For instance, ask the subscriber to give you some information about themselves when they sign up. Get the basics and then ask them what they’re interested in. Re-use the content that you’ve already created for previous marketing material to send in your email marketing campaigns. Once you’ve started sending to your subscribers, profile them by what they click on. Some email marketing systems will allow you to create targeted lists from the email marketing broadcast report based on opens, clicks, etc. TailoredMail has created Automated Theme Segmentation, which is a break-through feature allowing marketers to learn and respond to users by placing “theme trackers” on links. Reporting automatically rolls up all links within each theme type and displays click through data, as well as the ability to easily add those subscribers to targeted email lists, and automatically add the theme(s) to the subscriber profile.
Now that you have what people say they want, and information stored on them based on what they did in an email campaign, you can easily send them relevant content based on what they want, not just what you think they want. Doing this eliminates the time to have to analyze all the data to determine how to send more relevant content when a system does it for you. Now it’s just up to you to come up with the content.
