As a society today, we’re so focused on the next big thing. We want the newest, shiniest toys and we’re not interested in yesterday’s news. In the real world, this is exhausting. In the marketing world, with the pace at which digital marketing is advancing, it can be almost impossible.
You’ve got to take cognizance of a lot of different factors. There’s a lot of competition out there. And, not only do you have to compete with your direct competition, but you also have to battle the specter of cybercrime and online security protection software Your message could be blocked by a spam filter or ad blocker fairly easily.
Then there’s every new marketing method to compete with as well. Take social media marketing, for example. Keeping up is a full-time task. Snapchat was pipped to become the next big site. Then it got beaten to the post by Instagram. And, do you still use Twitter and Facebook or focus your attention on YouTube instead? It’s enough to drive even the most seasoned marketing professional insane.
We recommend taking a step back and considering golden oldies with an established track record. Direct mail and email marketing, for example, might not be seen as the sexiest forms of advertising anymore, but they’re still valuable options.
What matters is that we change our approach when creating our campaigns. With an email marketing campaign, for example, it’s standard practice to blast everyone on your list with every campaign.
Ten years ago, you could do that and get some excellent results. Now, however, your consumers are more likely to be irritated because they’re getting an email that they don’t feel is relevant to them. By segmenting your subscriber list beforehand to group like customer personas together, and creating different campaigns for each group, you can ensure that every email is relevant.
What’s more, since you’re using their particular characteristics, you can write copy that speaks to each individual. They’ll feel as though you’re speaking directly to them. You’ll be able to tell them exactly how your offer helps them solve particular pain points. They’re more likely to buy as a result.
Your more targeted approach means a lot more work upfront, but it’s time well-spent – 58% of targeted and segmented emails receive almost 60% of the income. Why fight for the scraps, when you can take your pick of the cream of the crop? Old school methods with a modern twist might well be the best marketing decision you can make.
Check out the infographic now.