How can I target the right demographics through email marketing?
I work at an accounting firm where we offer financial services to small businesses and start ups. I think email marketing could be the best way to reach our client base and advertise our services. Is there a way to customize the messaging to only be sent to the demographics / geographies of our choosing?
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This is a good approach but the key to this is segmentation of your list and the technology you use to execute it. It can be very simple or complex. You can segment you list by demographics or geographically and provide relevant messaging or you can more to a level of sophistication in email marketing where you are sending highly personalized, relevant and contextual emails.
Deep demographic, contextual, personalized messaging requires the right tools to do correctly so your question is simple to answer but can be challenging to implement.
I wrote a blog post about this subject a few weeks ago that you might find useful.
HOW CONTACT SEGMENTATION CAN DRIVE GREATER ENGAGEMENT & SALES
There are two basic ways. One is by customizing your distribution list, and the other is by diversifying your messages.
1. If you have the tools in your email program, or you can sort data from your list in Excel, you can create specific lists according to your demographics and geographical preferences.
2. If you don't have the ability to gather or sort that data, you might consider more of a newsletter format, with different headings that each target group would scan for. Keep the amount of content short and sweet, and clearly use headlines to make scanning the emails easy. That way, if only one item out of several interests a given user, that person can quickly get to it without getting frustrated.
There is a method called customized targeting in which you can select the locations which you want to target.
The most effective way to accomplish this is with a little legwork. Go to the local chamber of commerce and obtain their current mailing list. Specify the types of businesses you want as clients and they can usually tailor the list to your target. Don't depend on Internet based services or software to do this. Take the time to create mailing lists yourself based on your target market.
I am not sure what additional marketing efforts you are making but I would not start with email marketing. It can help but there are other digital marketing tools that will produce better results. For email you have to know your target market.
Well, I don't think email marketing would be your best option, do you know your industries open rate?
Want to be precise? reach the right people and advertise through linked in.
segment your emails list
make sure that you have an opt out function
and Zip Code Map out your mailers
I was a former Principal/Partner at one of the top 40 CPA firms in the U.S. and have consulted with many CPA firms throughout the US and England. What is common with all is that they usually like to do business locally, as they believe they need to meet face-to-face with the client. Assuming this is the same with your firm, then email marketing may not be the best alternative for you.
The first questions is "Why do I want to do business with your firm? What makes you different than the hundreds of others trying to get my business? One you have identified that, then develop a marketing piece for that segment and distribute to your target.
How do you distribute? Local business shows and events. Develop seminars for your target and invite as many as you can. DO NOT sent the pretty brochures via email. Many can't accept attachments which is how those brochures come in. They should be used as printed copy.
My clients have always been successful with seminars, especially those designed for specific issues, e.g., "Have you taken advantage of the tax rebates with your business?" or "At what point do you need to provide Obamacare to employees?" or "How to motivate and keep employees on a limited budget?" or "Taking advantage of Meaningful Use for your medical practice." Each seminar is generalized, yet specific.
Proper email marketing takes time, hard graft and talking to your potential audience before emailing them, eg. phone calls market research, making sure they fit your profile. Only then can can you have a decent database to email that also has their permission.