3 Tips to Target Your Subscribers Better

To achieve the best results we can with email marketing, it is imperative that we write both to and for our audience. In order to do that, we need to recognize that each of our subscribers is unique, often in significant ways.

If we are mindful of this, we can better:

Schedule our messages
Segment our campaigns
Write compelling content

To state it plainly, it helps for us to put ourselves in the shoes of our audience. This is something both our Education and Support teams stress to marketers, and ultimately, this is what I’d like to leave you with.

To give you a better understanding of what I mean by this, here are three examples of ways our subscribers can differ that I’ve thought and talked about lately:

Who Are Our Subscribers?

B2B vs. B2C:

Are we marketing directly to consumers or to business owners or decision makers? There is some level of contention here about how much of a difference there is in marketing directly to consumers versus businesses.

But for email marketing, there is one way that approach may make a significant difference: scheduling. Particularly, if we’re sending to a business crowd, we probably want to send email messages to them … while they’re at work!

Meanwhile, consumers may respond best at different times during the day and week. Test, then test again to see what works best for your particular subscriber base.

Learning Styles:

Our subscribers come from many different backgrounds and personalities, just like you do from other marketers. So, we need to be careful not to write only for ourselves and our way of thinking.

For instance, I may be hooked in by a compelling story or example of use of your product, while you focus solely on the concrete value of your product through specs of your product. You may lose me and my sale if you throw a bone my way and write something I find compelling.

This may sound a bit abstract. Fortunately, a while back Brian Clark wrote a simple strategy on learning styles that really got me to thinking this, and I think it may help us all to write more effective copy.

Level of Interest:

One person opening our message may have signed up for our email campaign teetering on the edge of making a purchase, while another provided their’s with just a slight curiosity or general interest in what we have to say.

Not only that, but as we send newsletters, some of the people who open our messages may be new to the campaign and very interested while others have been with us for a while and open our messages only occasionally.

So, we need to be thinking about ways to help people who are teetering on the edge of purchasing, but also for those people who may be teetering on the edge of unsubscribing.

Just the Tip of the Iceberg

By understanding some of the different traits of our readers, we can work to make our marketing tent bigger and reach out better to more people, or at least make a conscious decision to corral in the ones we can effectively reach, and knowingly let go of the ones we cannot.

I’ve listed a few today to provoke some constructive thought on the subject. But we’ve covered some of these in the past, such as Justin’s post on targeting your subscribers’ time zones, and we’ll continue to with posts on topics like list segmentation and effective copywriting.

Browse through some past articles, and stay tuned for future tips. If you have any ideas of some of the topics we might cover, please share them with us below, or let us know of these and other ideas by email.