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Blog post By Paula Chiocchi on 2019-10-09
It takes the right combination of creativity, data and technology to effectively reach high-value prospects with your marketing messages these days. From an email perspective, segmenting your audience goes a long way toward achieving this goal, but an even more granular approach known as “micro-targeting” is gaining traction among successful marketers.
Micro-targeting involves taking your basic prospect and customer groups and further narrowing them into the smallest possible group of common interests/behaviors. For example, while you might segment your audience by age, gender or products in use, micro-targeting involves combining these categories to create even more specific groups – e.g. men, ages 18-25 who live in California who use a particular product. By creating more specific groups, you’ll give your audience what they want, show them you care, reduce spam and drive more revenue – research shows relevant emails drive 18X more revenue than more generic messages.
Here are six tips to leverage micro-targeting within your email campaign strategy:
Micro-targeting gives you a way to differentiate yourself in a crowded inbox. By collecting and leveraging prospect and customer data, you’ll be able to send the hyper-relevant email messages your audience wants – which means they’ll be much more likely to respond.
Outward Media’s proven data cleansing services and targeted, accurate email data can enable you to achieve better email marketing ROI and, ultimately, convert more prospects into customers. Take a look at our case studies to find out more.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.
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