For years, online marketers have made many predictions that email marketing would soon be the most ineffective way to market a business or brand. Many so-called pro marketing executives have made these assumptions, until they’ve thrown in the towel.

Here is the plain truth: email marketing isn’t going anywhere.  Its popularity explains why we still talk about email marketing campaign and marketing strategies. In fact, the day when it will fade away will really never come; not soon, at least. That’s because email marketing is the most effective way to reach potential as well as existing customers.

But to succeed with your email marketing campaign in New Zealand, you need to first understand your audience. Forbes recommends understanding your audience first. Doing so helps you to craft an email piece that’s specifically tailored for them.

Email Marketing Campaign: Know Your Audience

Know who your audience is and make sure to send them messages that are relevant to them. One of the worst mistakes you can make with your email marketing is to simply blast every subscriber on your list with the same message.Using list segmentation to send the right message to the right audience is critical to success with email marketing. You can be sure that the email I just received from my health provider is not going to do much to improve my relationship with that business because I know they don’t care about who I am and what my specific needs are.

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List segmentation is not rocket science. In fact, it can save you from losing a lot of potential readers. Most email marketers that don’t takes list segmentation seriously often have a negative story to tell. You don’t want to be one of them.

Just knowing your audience is not enough in email marketing. You have to get the subject line right. According to Optin Monster, if you don’t want your readers to mark your email as spam, it will be a must that you get the subject line right.

Nailing Your Subject Line in Email Marketing

Did you know that, according to Litmus, 34% of recipients say the subject line is the most crucial factor in email opens? In fact, 69% of people will mark an email as spam before they open it, just because of the subject line.The subject line also affects email click-through rate, conversions and, importantly, unsubscribes. (We’ll get back to that last one in a minute.)

Here’s what you need to know: if people open your email based on the subject line and are disappointed by what they find, they’ll hit the unsubscribe button, and may even mark your email as spam. That’s something you want to avoid. We’ll look at more tips to help with this in the next section.

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If you have a bad subject line, your readers won’t bother opening your email. And if they do, either they’ll unsubscribe from your mailing list or mark your emails as spam. Make sure you mail your subject lines well, all the time.

Many marketers fail in email marketing because they don’t personalize their emails. In fact, BKA Content stress that if you want to get a higher percentage open rate, you should personalize your emails.

Personalizing Emails to Boost Open Rates

To achieve the full power of email marketing, you must personalize your emails. According to one study, personalized subject lines had a 26 percent higher open rate compared to those without the name. Luckily, most email marketing programs make it easy to include names in bulk emails.

In addition to adding the name of your customers, it is also beneficial to tailor the content to the individual. How can you do this? By using data-driven personalization. You can take data from your website, social media site and other digital properties to learn more about a customer’s search habits, buying patterns, preferences, demographics and psychographics.

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People like to open emails with headlines that include their names. Today if you receive an email that addresses you by name, you would definitely be curious to know what it’s about. After personalizing the email, develop relevant content for the target reader.

Final Thoughts

Do not forget to work on your content. It forms the basic foundation that determines whether someone will subscribe to your mailing list, in the first place.

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My name is Beau Michaels and I am the owner BlackBeech. We are a New Zealand based Web Solutions company currently working out of Blenheim, Marlborough. It is our goal to offer businesses the opportunity to harness the power of the internet and incorporate this form of marketing into their new and existing business.