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.
The key to email marketing, is with effective email list building and personalization.
To get started, you may buy a database, from a reliable source for your target audience.
For effective list building, you can read the tips by hubspot - http://blog.hubspot.com/blog/tabid/6307/bid/32028/25-Clever-Ways-to-Grow-Your-Email-Marketing-List.aspx
In parallel shortlist the email automation tool you want to use, to send out these mails. The minimal information it will give you an indication of who opened the email etc etc
Then start writing the personalized content, and set a drip campaign. You will see that many would not have opened your email. Those you opened may/ may not have contacted you. Be persistent, don't spam set a frequency of sending these mails once in a week to ten 10days. Best days are Tuesday, Wednesday and Thursday.
Keep changing the subject lines and content, and test out which are giving the best results.
All the best.
Definitely you should have an website if you don't have make it. Use analytic information from your hosting service. https://www.google.com/analytics/ is best for analyzing your target audience. There are many third party service provider also who provides e-mail marketing services to whom you need and where you need to send it for example act-on.
But you should have to consider this e-mail content readable to mobile devices as well.
Use Adwords to build your list. Your can target specific demographics and geographical areas. Facebook ads is also a great way to build your list according to custom demographics. Then set up a landing page with your compelling offer. Leadpages.net is a great place to get started. Let me know if you need additional help.
it's a lot easier to get a current customer to buy more than to acquire a new customer, and email marketing is a great marketing tactic to consider as a part of your marketing plan to do this. Your question however, begs more questions, such as what does your customer list look like now? There are definitely ways to promote specific products to your list, and knowing more about what your customers are buying now, and what you have for them that they're not using, would be helpful to giving you a more comprehensive answer. So this really requires a conversation. Let me know if you can provide more information and perhaps I can be more specific. To your SWEET success!
My advise is that first you need to clarify to this audience what it is that you seek. Is it a) you have a database of emails from existing customers/clients and wish to target certain groups with certain messages or b) you wish to get to more businesses from new. The former is easier, the latter is lead generation, and more difficult.
I'm going to assum its the latter and lead generation is the goal, and therefore you need to get the emails from somewhere. Before anything you need to acknowledge the CAN-SPAM (assuming US) laws, so be careful how you tread, and be very very polite in emails and do all the right things (unsubscribe lists, need to state who you are etc etc).
Then you either employ an intern and spend months going through google or buy a database. And you might of guessed - we build custom databases by sector/geo !
Best Regards DS/ GOcontact.co.uk
Provided you have some of the information you can set up specific segments in your email service so that you only email those segments. You'd likely need to know zipcodes if you wanted to set up geography specific newsletters.
You need a CRM system with an email auto responder feature. There are many to choose from that are effective and affordable. If you decide to start marketing your accounting services this way, remember, people don't want to be marketed to. They don't mind getting regular communications if the content is valuable to them. If not, you will lose people faster than you thought possible.
Divide your client base into areas of interest. People are far more likely to read your material or respond to your offers if its relevant to what they want. Too much of what they don't want leads to pushing the unsubscribe button.
Deborah: While I absolutely believe in leveraging e-mail marketing as a key marketing channel, in your case I would suggest joining appropriate groups on both Facebook and LinkedIn as a starting point and then utilizing the messaging function within those platforms to promote your business to these users. The group messaging functions on these platforms ensures that your messages are delivered. To build your list of prospects from this suspect pool, you might want to offer a whitepaper on some relevant topic that your firm covers as a means to get the suspect to register on your e-mail/newsletter list and become a prospect that you can actively market to in hopes of converting them from a prospect into a client. During this registration, you can collect the demographic information you desire to subset your list. Whitepapers build credibility in the mid-funnel and are a key tactic in B2B marketing campaigns. Webinars are also a great tactic.
Hope this helps.
This depends on the amount of information you have associated with each email address. At a minimum you'll require demographic data and geographic data ALREADY associated with each email address. You may have this as part of an internal client data store. If not, you'll need to purchase a list that has that associative data. However, as an external list it may not be highly qualified for the services you provide.
Using a marketing automation platform like Act-On, Marketo, or Hubspot you can create dynamic email campaigns that allow you to insert content on the fly based on customer record detail. These platforms also allow you to filter/segment your client list (based on demographics/geography) and send associative emails to that list segment only.