Are You Marketing to the Right Audience?
Build better relationships. Keep subscribers engaged. Improve deliverability. Have these been hammered into your head yet? Probably, if you’ve been reading our blog for any length of time; it’s what separates the good email marketing campaigns from the bad ones.
You can easily make you campaign one of the good ones by creating emails that cater to your audience’s demographics as much as possible, while avoiding turning others off.
We’ll explain what we mean by that and how you can do this in your campaign.
First: Meet the Subscribers
To better illustrate our points, we’d like to introduce you to three special people:
Amanda, a 20 year old
student from Philadelphia.
Nick, a 36 year old marine
biologist from San Francisco.
Justin, a 67 year old
retiree from New York.
We’ll be looking at how each of these characters interacts with our examples.
Age Range and Email
Your subscribers may be young adults, senior citizens or somewhere in between… or maybe even a mix. The age range of your audience should reflect in your emails in your choice of:
- Wording- Avoid internet slang (like ROFL or #something) if your audience is older or not Internet savvy.
- References- Make sure any pop culture references are something your subscribers will recognize and appreciate.
- Font size- If your audience includes seniors, try a font size 14pt or higher.
Let’s take a look at an email from Game Stop to see how the different subscribers react:
Amanda loves this email. In between studying for her classes, she loves to unwind playing her PS3. GameStop targeted her age range when creating this email.
Nick plays video games when his wife and kids go to sleep. His wife nags him about keeping up what she calls a childish hobby, so he feels a little angry that even GameStop is pointing out that he’s out of the target age range.
Justin is retired and now lives for his adventures in the video game world. He’s upset that GameStop keeps acting like games are just for kids. He beats those kids every day!
Solution for emails like this: If they’re going to send back to school sales or reference school, emails like this should be sent to a segment so the appropriate age range receives those emails. GameStop knows that older adults play video games (AWeber has a game room to prove that as well), so they shouldn’t risk alienating their older fans.
Location and Email
If you’re emailing about events at your business’s location, talk about localized interests (think sports teams) or ship products to your subscribers, you’ll need to think about where your subscribers are located.
All of these types of emails are more effective when you send them to the appropriate group. Take a look at this example from Adventure Aquarium:
Both Amanda and Justin live fairly close to the Aquarium, so they’re happy to know about this offer.
Nick, however, lives across the country. He signed up to this mailing list because he appreciated their conservation efforts, and likes to make donations. He’s getting a little sick of these emails that obviously aren’t catered to him, so he’s thinking about taking his donations to another aquarium.
Solution for emails like this: Segment subscribers based on proximity to the location. Subscribers that aren’t close by won’t feel like they’re getting emails that aren’t for them, reducing the risk of having a lot unsubscribe.
Gender and Email
Depending on your industry, you may find you have more female subscribers than male or vice versa. It might also be pretty evenly split.
PEW Internet Research found some interesting trends with regards to what men and women do online. Men go for the hard facts; they like the straightforward information. Women tend to be interested in searching for more personal connections, such as health tips or advice on personal issues.
Food Network, which most likely is pretty even on the male to female ration, handles this in a unique way. Some of their emails look like this:
Nick and Justin like these emails the best. The no-frills information appeals to their male brain.
Amanda enjoys getting new recipes, so she also appreciates these emails. They’re just not as appreciated as the other type of emails Food Network sends:
The focus on health food, along with discussions on what others think, makes this email appeal more to Amanda’s female brain.
Nick and Justin don’t mind these emails either; Nick is an athlete and Justin needs to eat healthy to stay healthy, so even though these emails sometimes seem a little too feminine to them, they still read them.
How appealing to both works: They’re doing a good job keeping both men and women happy, and never exclude one or the other in their emails. However, you can segment based on gender to see if you get better conversions.
How Do You Find Your Audience’s Demographics?
Even if you have an idea in your head about what demographics you’re dealing with, there’s no substitute for the facts. You should look at your current audience. So how do you find out what the demographics of your audience are?
- Use your web form- Get the information up front by asking a few more questions at sign up.
- Look at geographic data for location- You can use the subscriber’s IP address to segment based on location.
- Analytics- You can review which messages are opened and which links are clicked to get a better idea of what your audience looks at.
- set up a survey and ask subscribers to provide more information about themselves and what they like.
What Demographics Matter To You?
Age, location and gender are just some of the things you can use to send more relevant emails. How do your audience’s demographics affect your campaign?