I’m sure you’re familiar with the old saying, “Don’t throw all your eggs in one basket.” This is also true of your sales strategy, and email targeting is a great way to diversify your efforts. It’s vital to spread your resources over as many opportunities as possible rather than relying on one big deal.
However, there are still ways for you to focus on high-value targets, close more deals, and set yourself up for success. Here’s how to develop an effective email marketing strategy:
What is sales targeting?
Sales targeting is a strategy that’s used in email marketing to help you reach the right audience at the right time with the right message. It’s about knowing where your customers are, what they’re looking for, and how to get in front of them at the moment when they’re most likely to respond.
Sales targeting helps you create campaigns that are more relevant to your audience, which means more people will see them and be interested in what you have to say. And when people are interested in what you have to say, that means they’ll be more likely to buy from you!
Sales targeting strategy is the process of creating a specific list of clients and then sending them targeted emails, based on their previous purchase history and other demographic information. This allows you to send highly relevant emails to your most valuable clients, which can help you increase sales and reduce costs by reducing wasted marketing spend.
Be realistic about your goals
It’s tempting to set goals that are too high, but it will be difficult to meet them. It’s also risky to set goals that are too low, because you may not realize the full potential of your email marketing strategy.
Your exact goal might vary depending on what you’re trying to accomplish and how much time you have available. However, there are some general guidelines:
- Set a goal that is far enough in the future (and realistic) so that you can plan for it now
- Don’t set a goal that’s too far in the future or too close in the future–it will feel overwhelming or like it has already passed by before we’ve accomplished anything!
To grow in 2022, we need to be realistic about our goals on sales targeting in email marketing.
The first step is to set specific metrics for each campaign. We can’t just say we want to grow, we have to be able to measure it. So for example, if I’m selling sunglasses and I want a 10% increase in sales from emails, I would set up a campaign that sends out weekly emails with a new product each week until my goal is hit.
The second step is to use the data from that campaign to inform future campaigns. If my goal is met after 2 weeks, then I can do another campaign using the same strategy or tweak it slightly and try again if necessary. But if after 2 weeks there’s still no change in sales, then maybe it’s time for another strategy or maybe even a different product altogether!
How to identify the highest-value deals
To identify the highest-value deals, you need to know exactly who your customers are and what they want. The next step is to analyze your data and look at the data you have as well as the data you don’t have. So how do you go about identifying your target market?
- Start by taking a look at who bought from you in the past. Look at their demographics and compare their profile with those of people that have purchased from other companies in similar industries (or even those who didn’t buy anything).
- Next, look at the customer behavior patterns of these groups: what do they do online before making a purchase? How frequently do they shop online? What websites are they visiting while searching for products like yours?
- Do some research by asking friends or family members if they would be interested in purchasing one of your products—this will give an idea about what potential customers are looking for when shopping around online.
Revenue from new customers or from old ones?
When planning sales targeting in email marketing, you should focus on targeting revenue from new customers.
The reason for this is simple: it’s easier to grow your business by acquiring new customers than by trying to get existing ones to spend more money. It’s easier because the people who already know about you won’t take a big leap of faith, whereas people who don’t know about you might be willing to do so.
In addition, if you’re able to attract new clients but not retain them or upsell them, then your costs will go up over time as well as your revenue stream—and that makes it harder to keep growing.
Invest in tools that help you boost performance.
Invest in tools that help you boost performance.
- CRM (customer relationship management) software to handle sales data, including tracking activities and automating tasks such as lead scoring, email templates and workflow automation.
- Marketing automation platforms to automate your marketing processes and optimize results by managing the entire lifecycle of a customer interaction.
- A data management platform for handling the influx of information generated by digital advertising and all its many formats, including display ads, social media, search engine marketing and more. The DMP also helps marketers make sense of that data so it can be used effectively across different channels (throughout this guide).
- Sales intelligence platforms are designed specifically for salespeople who need real-time insights into their prospects’ actions — whether they’re browsing product pages or responding to emails from your sales team — so they can increase conversion rates throughout the funnel. This could include live feeds showing which emails have been opened by each person on your list as well as where prospects are clicking around online; as well as notifications when someone becomes active again after being inactive for several months.
Identify high-value targets, be realistic about your goals, and invest in technology that helps you deliver more value
It’s worth investing in a sales-centric email marketing strategy. The benefits are too great to ignore, and the competition is fierce. You can’t just rely on your old tactics to grow in 2022.
To drive better results next year, you’ll need to target high-value prospects and be realistic about your goals. Also invest in technology that helps you deliver more value at scale—such as automation, AI, and content personalization tools—so that you can reach the right audiences with relevant content at scale.
8 Steps For Creating A Successful Sales Targeting Strategy in email marketing
As an email marketer, you’re always trying to get more subscribers. But more isn’t always better. If you only ever look for new markets instead of refining and focusing your campaigns, your efforts are likely to fall flat. Manually targeting new segments is a time-consuming and (let’s face it) boring process. Marketers often try to avoid it by sticking with the same email strategies they’ve been using all along—but that approach may cause their campaign goals to be missed or even completely misunderstood. To see what I mean, let me tell you about a client I worked with who was sending out the same mass email blast to everyone in his database—and getting dismal results as a result.
By taking the time to understand his customers’ needs and behaviors, my client was able to double his open rates and increase click-through rates by 50%. This meant he was able to generate many more leads from every single campaign! And when we focused on creating personalized content tailored specifically towards each individual prospect type within those segments? Well, that’s where things got really exciting. With targeted emails based off their buying habits we were able
Set a Goal
- Be specific about the goal. You should set a concrete objective, like a target number or percentage of conversion.
- Make sure the goal is achievable. If you’re not confident that you can reach your desired result with a good level of accuracy, then it’s best to go back and change it now rather than later when things have already gotten off track because of overly ambitious expectations!
- Make sure the goal is measurable. It should be possible for you to measure progress towards reaching this goal at regular intervals throughout the campaign (such as weekly or monthly), so that if something goes wrong and things aren’t going as well as expected, then there’ll be enough time left in order for corrective action(s) being taken before any serious damage has been done – which brings me onto my next point…
Get to Know Your Customers
You will want to know your customers on an individual level. You can do this by acquiring demographic and psychographic data about them, but there is also the option of conducting person-to-person research with your current customers. The more you know about their buying habits, their decision-making process, and their decision-making influencers, the better off you will be when crafting targeted offers for them.
Get to Know Your Competitors
It is important to know your competitors’ strengths and weaknesses. It will be easier for you to understand their marketing strategies and target market. Knowing what pricing, customer service, product quality, website experience, and social media presence they have will give you an edge when it comes down to creating a successful sales targeting strategy.
Develop an Ideal Customer Profile
The first step in developing a successful sales targeting strategy is to develop an ideal customer profile. The ideal customer profile helps you determine who you are targeting and what they want. It will allow you to create an effective marketing strategy that will lead customers down the path toward making a purchase decision.
Use Your Ideal Customer Profile to Identify Potential Prospects
- Use Your Ideal Customer Profile to Identify Potential Prospects
The first step in defining your ideal customer profile is to understand who your ideal customer is, which you can use as a reference point for other demographics and interests. To begin with, think about the types of people who buy from you most often. What age are they? Where do they live? What other companies do they work for? It’s important to keep this information fresh in mind as you build out the rest of your profile because it can help guide where you focus on finding new prospects via email marketing.
Run a Mailing Campaign for Each Target Segment
You should use a marketing automation tool to help you send email campaigns to each segment. This allows you to send targeted messages to customers and prospects based on their current stage in the buyer’s journey, as well as what content they have viewed and what actions they have taken. You can also track which emails generate the highest engagement from your leads or customers, so that you can spend more time and effort on those types of emails over time.
Analyze Your Results and Tweak Your Campaigns as Necessary
Every single email campaign is a learning opportunity. After you send out your campaigns, monitor the results and tweak your targeting strategy as necessary. Even if you do everything right, it may take some time to see a positive ROI from your outreach efforts. That’s okay! Your job is not to get immediately rewarded for your hard work; it’s to learn from each campaign and adjust accordingly. You’ll need to be able to analyze the performance of each segment within each campaign individually (and across multiple campaigns) in order to find patterns that indicate which segments are working well together and which ones aren’t getting enough engagement with their specific audience. The more information you have about how your customers respond when they receive emails from different people at different times about different products or services, the better equipped you’ll be for future marketing campaigns that target similar audiences with similar messages—and even better equipped for future iterations of those same types of campaigns!
Email marketing is an effective tool, but it’s not one-size-fits-all.
Email marketing has been proven to be an effective tool for reaching customers, but it’s not a one-size-fits-all solution. In order to get the most out of your email campaigns, you need a solid plan and a well thought out strategy.
Here are some tips for creating a successful sales targeting strategy in email marketing:
- Don’t assume that all customers are the same and react in the same way
- Define your target audience and create personas based on their behaviour patterns, interests and demographics
- Use customer data in order to identify potential buyers by putting together demographic profiles based on variables such as location or purchasing history.
Email marketing, when done right, has a strong ROI. Unlike other channels that have peak hours and times to reach your audience, email allows you to track and optimize your outreach campaigns at any time. If this sounds like something you’d like to try out for yourself, get in touch with our team today!
To sum up, the key is to begin with a realistic goal in mind and move on from there. At the end of the day, the best plan is one that gets you closer to your finish line. So go ahead, get started on your sales targeting plan today!