Everyone’s different. So effective marketing isn’t a one-size-fits-all scenario. It’s important that the needs and preferences of specific customers are considered, so that the right people can be targeted for each specific campaign.
To do this effectively, customers should be segmented into subgroups according to key factors such as age, location and income – and more specific data such as their interests and spending patterns. More complex subgroups can also be created using more than one criterion. These groups are especially important when it comes to the transport industry – as factors such as where customers live, how often they use public transport, and for what reason greatly affects which information and offers is relevant to them.
CRM is an invaluable tool when it comes to personalised marketing. After all, the primary purpose of the system is to collect data on customers and store it in one centralised location. Data such as contact details, name and address of the customer, can be stored alongside information on all previous interactions that they’ve had with your company. The systems facilitate simple customer segmentation, and campaigns can be planned and executed within the system, then sent to subgroups of customers with click of a button.
Read on for an overview of 3 advantages of targeted email marketing.
Campaigns are more effective
Targeted marketing gives your campaigns the best chance of success. A customer that you know to live and work in Greater London is unlikely to be interested in travel offers for regional services in Liverpool. And to send it anyway is more than simply a wasted email; it’s likely to make them feel misunderstood and alienated, and therefore less likely to use your company in future.
Instead, aim your campaigns at particular subsets of people. Want to promote Family Travelcards, for example? Ensure then, that you’re targeting those who are parents, or regularly travel with children. Targeted marketing emails have been shown to have far higher click-rates and open-rates.
And it’s just about what you say, but how you say it – the language and imagery used should be chosen to identify with the specific subgroup that you’re targeting.
Customers feel valued
The more that you communicate your understanding of each individual customer within your email marketing, the more valued they’ll feel as an individual by your brand. And valued customers are far more likely to remain loyal, spend more with your company, and encourage others to do the same.
Revenue is maximised
The knock-on effects of improving your relationship with customers and targeting people with relevant marketing campaigns is simple – more revenue. And surely that’s a main aim of any marketing strategy.
The benefits of targeted email marketing speak for themselves. And what more could you ask of marketing than to increase customer loyalty, brand reputation and your bottom line? Your customers aren’t all the same, and the sooner you reflect that in the way you go about email marketing, the more effective it’ll be.