{"id":7989,"date":"2022-04-20T09:25:26","date_gmt":"2022-04-20T08:25:26","guid":{"rendered":"https:\/\/mailsnap.ai\/?p=7989"},"modified":"2022-04-20T09:25:27","modified_gmt":"2022-04-20T08:25:27","slug":"what-is-micro-targeting-and-why-is-it-key-to-better-email-results","status":"publish","type":"post","link":"https:\/\/mailsnap.ai\/en\/automation\/what-is-micro-targeting-and-why-is-it-key-to-better-email-results","title":{"rendered":"What is Micro-targeting and Why is it Key to Better Email Results?"},"content":{"rendered":"\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/content.cdntwrk.com\/files\/aHViPTQ5MDQzJmNtZD1pdGVtZWRpdG9yaW1hZ2UmZmlsZW5hbWU9aXRlbWVkaXRvcmltYWdlXzViN2MyNjk1MWE3MjkuanBnJnZlcnNpb249MDAwMCZzaWc9MTIwZDM0YmRkNzFmNGYyYTI4MDY1NDJhMTAzMGU1MDU%253D\" alt=\"\"\/><\/figure>\n\n\n\n<p>Inboxes are full and consumers are busy. To stand out, email marketers can&#8217;t send the same old emails to every contact on their list and expect great results.<\/p>\n\n\n\n<p>Consumers demand a deeper connection. They want personalized emails that focus on products and experiences that are relevant to their life at that moment. It&#8217;s a game changer for email marketers who have to step up and use email targeting to create campaigns that subscribers love.<\/p>\n\n\n\n<p>One of the best ways to create and send hyper-personalized messages is to utilize micro-targeting. If you&#8217;re scratching your head, don&#8217;t worry.<\/p>\n\n\n\n<p>We&#8217;ll explain:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>What is micro-targeting?<\/li><li>Why is micro-targeting beneficial?<\/li><li>Tips to make micro-targeting work for you<\/li><li>Tips to streamline micro-targeting<\/li><\/ul>\n\n\n\n<p>Let&#8217;s get started.<\/p>\n\n\n\n<h2 class=\"has-large-font-size wp-block-heading\">What is micro-targeting?<\/h2>\n\n\n\n<p>Micro-targeting is a marketing strategy that uses granular data to break your customer base into tightly defined groups so you can send relevant messages to each niche.<\/p>\n\n\n\n<p>This kind of email targeting is the result of a well-oiled data collection machine that helps you categorize your customers into like-minded groups.<\/p>\n\n\n\n<p>If you&#8217;re thinking: &#8220;Hmm, that sounds a lot like&nbsp;<a href=\"https:\/\/myemma.com\/email-marketing-features\/list-segmentation\" target=\"_blank\" rel=\"noreferrer noopener\">segmentation<\/a>,&#8221; you&#8217;re right. Micro-targeting is essentially segmentation on steroids.<\/p>\n\n\n\n<p>Segments are effective, but they&#8217;re fairly basic. You might segment customers by age or sex, but micro-targeting takes segmenting to a whole new level. With micro-targeting, you&#8217;d have a segment of Detroit-based females aged 25 who can&#8217;t live without shoes, according to their purchase and browsing history.<\/p>\n\n\n\n<p>Suddenly, your segments are small, specific groups of customers that you can market to.<\/p>\n\n\n\n<h2 class=\"has-large-font-size wp-block-heading\">Why is micro-targeting beneficial?<\/h2>\n\n\n\n<p>By using this specific method of email targeting, you can reach customers on a more personal level, but there are additional benefits:<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Drive more revenue<\/h2>\n\n\n\n<p>One of the biggest reasons to use email targeting is to boost your bottom line. Research shows&nbsp;<a href=\"https:\/\/myemma.com\/strategy\/eighteen-stats\" target=\"_blank\" rel=\"noreferrer noopener\">relevant emails drive 18x more revenue<\/a>&nbsp;than generic sales emails. Simply put, subscribers respond to messages that are relevant to their life by opening their wallets.<\/p>\n\n\n\n<h3 class=\"has-normal-font-size wp-block-heading\">Show subscribers you care<\/h3>\n\n\n\n<p>Consumers want to know you care. They want to know that they aren&#8217;t another number to your company. With email targeting, you are able to send the kind of personalized messages that show customers you know them and care about their patronage.<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Give subscribers what they want<\/h2>\n\n\n\n<p>Consumers are bombarded with marketing messages from every channel and they ignore a lot them, but research shows&nbsp;<a href=\"https:\/\/www.inc.com\/peter-roesler\/new-study-shows-value-of-personalization-for-automatic-messaging.html\" target=\"_blank\" rel=\"noreferrer noopener\">55% of subscribers actually want emails that include relevant products, information,&nbsp;<\/a><a href=\"https:\/\/www.inc.com\/peter-roesler\/new-study-shows-value-of-personalization-for-automatic-messaging.html\" target=\"_blank\" rel=\"noreferrer noopener\">and<\/a><a href=\"https:\/\/www.inc.com\/peter-roesler\/new-study-shows-value-of-personalization-for-automatic-messaging.html\" target=\"_blank\" rel=\"noreferrer noopener\">&nbsp;resources<\/a>. Why not give subscribers what they want?<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Avoid the spam box<\/h2>\n\n\n\n<p>Subscribers are redefining what spam is. Back in the day, spam was an unsolicited email that tried to trick subscribers into buying fake medications from a foreign country. Today, subscribers consider irrelevant email as spam.<\/p>\n\n\n\n<p>However, if you send relevant emails that subscribers not only asked for but actually enjoy, your messages will stay out of the spam folder.<\/p>\n\n\n\n<h2 class=\"has-large-font-size wp-block-heading\">Tips to make micro-targeting work for you<\/h2>\n\n\n\n<p>Ready to get started? Here are some tips to launch your email targeting efforts:<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Use data (from everywhere)<\/h2>\n\n\n\n<p>The more data you have, the better. Every piece of information that you&#8217;ve collected from a customer over the years becomes relevant with micro-targeting.<\/p>\n\n\n\n<p>The website tracking you&#8217;ve done via Google Analytics, the behavioral analytics that you&#8217;ve gathered from your email service provider, the data from the surveys you sent \u2013 all of it is important.<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Crank up the segmentation<\/h2>\n\n\n\n<p>Use the data you have to segment your subscribers and segment them again and again. You want small subsets of subscribers that share a unique set of traits.<\/p>\n\n\n\n<p>You can segment based on:<\/p>\n\n\n\n<ul class=\"wp-block-list\"><li>Demographic data (sex, age, income bracket)<\/li><li>Behavioral data (website viewing history and previous purchases)<\/li><li>Email actions (emails that were opened, links that were clicked)<\/li><\/ul>\n\n\n\n<p>This is where data is put to work.<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Start crafting personalized messages<\/h2>\n\n\n\n<p>You now have clear groups of subscribers who share common interests. Now, start creating those relevant messages we&#8217;ve talked about.<\/p>\n\n\n\n<p>Let&#8217;s say you run an online retail shop, and you have a segment of bracelet-loving ladies in their 40s who have a high income and have all recently purchased bracelets within the last month. You can craft an email that features designer jewelry but focuses on bracelets mostly.<\/p>\n\n\n\n<p>The email is full of stunning product images that are relevant to this niche but don&#8217;t forget to go the extra mile with personal touches. The subject line, for example, should include the subscriber&#8217;s name, thank them for their recent purchase, and explain the personalized recommendations are just for them. Everything about the email should be personal.<\/p>\n\n\n\n<p>Here&#8217;s another example. When Flight Centre, a travel agency, noticed that a customer was searching their site for vacation inspiration, they seized the opportunity. The company sent the subscriber an email to help her find the perfect trip. Take a look:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/content.cdntwrk.com\/files\/aHViPTQ5MDQzJmNtZD1pdGVtZWRpdG9yaW1hZ2UmZmlsZW5hbWU9aXRlbWVkaXRvcmltYWdlXzViN2MzNDVhMmFiMzIucG5nJnZlcnNpb249MDAwMCZzaWc9NDdlZTJkYzAwNmQzMzQ2M2FhYzA2NTRiODZkNzQ0MWQ%253D\" alt=\"\"\/><\/figure><\/div>\n\n\n\n<p>But, the personalization doesn&#8217;t end there. Take a look at the email&#8217;s greeting, it has the subscriber&#8217;s first name. Look a little lower. All of the &#8220;Flight Deals&#8221; are from her home airport in Ottawa and the suggested trips to Vancouver and Cuba were both based on her browsing history.<\/p>\n\n\n\n<p>That is one personalized email.<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Follow-up based on email activity<\/h2>\n\n\n\n<p>Once you&#8217;ve crafted an email for a specific nano-segment, watch your email metrics. Let the subscriber&#8217;s actions guide a follow-up email.<\/p>\n\n\n\n<p>If the subscriber who received the Flight Centre email opened the email and clicked on the Vancouver deal, create a follow-up email that showcases flights, hotels, and events in that city.<\/p>\n\n\n\n<p>You know the subscriber is interested in the trip, so providing additional information makes sense for this subscriber at this point in their customer journey.<\/p>\n\n\n\n<p>Using email activity is a great way to guide follow-up emails.<\/p>\n\n\n\n<h2 class=\"has-large-font-size wp-block-heading\">Tips to streamline micro-targeting<\/h2>\n\n\n\n<p>Sending micro-targeted emails is effective, but as you&#8217;ve probably guessed, it&#8217;s a bit more time intensive too. Since you have more subsets of subscribers, you have to craft more emails.<\/p>\n\n\n\n<p>However, there are tricks to streamline email targeting. You don&#8217;t have to do everything manually. Here are some tips to reclaim time:<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Use integrations<\/h2>\n\n\n\n<p>Your company likely uses tools every day that you can integrate to make email targeting easier. For example,&nbsp;<a href=\"https:\/\/myemma.com\/partnerships\/directory-info\/salesforce\" target=\"_blank\" rel=\"noreferrer noopener\">Emma has an integration with Salesforce<\/a>, so you can create segments based on data stored in Salesforce, track email activity in Salesforce, and collect and sync data between the CRM and email service provider.<\/p>\n\n\n\n<p>You&#8217;ll also find integrations with Google Analytics, Zendesk, Zapier and YouTube, just to name a few.<\/p>\n\n\n\n<p>Your entire marketing strategy can take on a more holistic approach when the tools you use talk to one another.<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Automate emails<\/h2>\n\n\n\n<p>When you&#8217;re sending micro-targeted emails, automation is your best friend. Email marketing automation sends emails to subscribers based on a trigger that you set up.<\/p>\n\n\n\n<p>What&#8217;s a trigger? A trigger is either a scheduled date or an action that a subscriber takes.<\/p>\n\n\n\n<p>For example, if you want to send a birthday email to your subscribers, the trigger would be a specific date.<\/p>\n\n\n\n<p>If you want to&nbsp;<a href=\"https:\/\/content.myemma.com\/blog\/7-brands-that-mastered-the-welcome-email\" target=\"_blank\" rel=\"noopener\">send a subscriber a welcome email<\/a>&nbsp;when they join your list, the trigger, in this case, is the action of signing up online.<\/p>\n\n\n\n<p>A trigger could be joining a list, browsing a certain item online, clicking a certain link in an email \u2013 it can be any action really, as long as it&#8217;s one you track.<\/p>\n\n\n\n<p>Here are a few automation workflow ideas for email targeting:<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Trigger product recommendations based on a customer&#8217;s browsing history.<\/h2>\n\n\n\n<p>Create a series of three cart abandonment emails. The first is sent one hour after a cart is left, the second contains a promotion and is sent on day two, and the third is a final reminder sent only to subscribers who opened the second email.<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Based on a subscriber&#8217;s blog surfing, send a newsletter that features similar content.<\/h2>\n\n\n\n<p>Send a post-purchase thank you email that features accessories for the product purchased. If the email is opened, send a follow-up email that features customer testimonials about each product.<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Use dynamic content<\/h2>\n\n\n\n<p>While integrations and automated journeys can go a long way, you need a tool that cuts down on email creation time. Enter dynamic content.<\/p>\n\n\n\n<p><a href=\"https:\/\/myemma.com\/email-marketing-features\/dynamic-content\" target=\"_blank\" rel=\"noreferrer noopener\">Dynamic content<\/a>&nbsp;gives you the ability to change pieces of your email campaign based on who receives it.<\/p>\n\n\n\n<p>Remember the example from the online jewelry store? We talked about sending an email to bracelet-loving ladies in their 40s who had a high income. Well, let&#8217;s say you have another segment of ring-loving ladies and necklace-loving ladies too.<\/p>\n\n\n\n<p>Using dynamic content, you can swap out the pictures of the jewelry based on the user&#8217;s preference, so the ring-lovers see beautiful diamond rings while the necklace-lovers see the latest rose gold necklaces.<\/p>\n\n\n\n<p>You create one email, but the images change. Amazing, right? You just saved a ton of time.<\/p>\n\n\n\n<p>Use dynamic content to change blocks of text, images, headlines, call to actions\u2014you name it.<\/p>\n\n\n\n<h2 class=\"has-normal-font-size wp-block-heading\">Wrap up<\/h2>\n\n\n\n<p>As an email marketer, you&#8217;re vying for inbox attention. You need a way to differentiate yourself in a crowded space, and micro-targeting gives you that ability. By collecting and using customer data, you can send the kind of hyper-personalized emails that subscribers crave.<\/p>\n\n\n\n<p>Of course, to make email targeting effective, you&#8217;ll have to rely on some tools. Don&#8217;t be afraid to lean on integrations, test automation workflows and use tools that make personalizing emails a snap.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumers demand a deeper connection. They want personalized emails that focus on products and experiences that are relevant to their life at that moment. It&#8217;s a game changer for email marketers who have to step up and use email targeting to create campaigns that subscribers love.<\/p>\n","protected":false},"author":1,"featured_media":7990,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_vp_format_video_url":"","_vp_image_focal_point":[],"footnotes":""},"categories":[65],"tags":[79,111,460],"class_list":["post-7989","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-automation","tag-email-marketing","tag-engagement","tag-micro-taregting"],"_links":{"self":[{"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/posts\/7989","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/comments?post=7989"}],"version-history":[{"count":0,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/posts\/7989\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/media\/7990"}],"wp:attachment":[{"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/media?parent=7989"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/categories?post=7989"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/mailsnap.ai\/en\/wp-json\/wp\/v2\/tags?post=7989"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}