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Email marketing is still one of the best ways to maintain relationships with your audience. It is also a good way to promote new products and services while feeding high quality content to your users. For the email marketing to be effective, however, you need to apply segmentation based on your users’ behaviour. To take it to the next level, you need marketing automation tools such as Mailigen.


Understanding Your Audience

The first thing to do when you want to optimize your email marketing campaign is to actually learn more about your audience. Marketing automation tools can help track user behaviour and provide you with the insight you need to make adjustments.

Whether the email is received and opened, how the user interact with the content of the email and various other parameters can be collected and analysed. Everything is done automatically, so there is no need for you to spend hours just trying to crunch the data.

Automated Segmentation

Once a better understanding is reached, the marketing automation tool can make the necessary adjustments for you. You still have complete control over how the recipients are grouped and segmented, but the system can help provide you with base parameters and guidelines.

When a user receives your emails but never opens them, for instance, a customized reminder email can be sent, giving the user the ability to opt out while highlighting the reasons why they should continue subscribing to your mailing list. This kind of approach has a high rate of success in keeping customers subscribed and interested.

The same goes for those who actively open your emails. The system can track which contents they are attracted to the most, allowing you to send highly personalized emails. This also increases the value of your mailing list.

Adding Dynamic Content to the Mix

Once the segmentation is done, it is time to add dynamic content to the mix. As mentioned in the previous part of the article, it is now possible to fine-tune the emails you sent to different segments of subscribers accordingly. On top of that, you can add strings that make the emails much more personalized.

For example, instead of “Dear users,” the beginning of your email can say “Dear [full name],” and the system will automatically replace the string with the full name of the recipient. As simple as this may sound, personalization like this can help increase the value of your emails even further.

Personalization also helps keep your email marketing messages off the spam folder. The emails are sent to individual users and not a long list of recipients.

Dealing with Opt-Outs

It is not uncommon for users to decide to unsubscribe; some will, even after you’ve done everything you can to increase the value of your content and emails. When this happens, it is much more important to get their feedback. The reasons why they unsubscribe and other information can help enhance your email marketing campaign and make it even more effective. You can then use the information to prevent more opt-outs in the future.