​​​​​​​Utilizing Tags in Email Marketing

In WisePlatform, tags are the key in this process. When communication is relevant to the recipient, it yields greater results. Defining target groups with tags allows for precise engagement with contacts.

Not sure what tags are or what tagging means? Check out this article first!

A large portion of companies engaged in email marketing send the same message to all recipients on their mailing list. Sending the same message to every contact is an easy option (and may sometimes even be justified), but fundamentally, this approach is not effective. The problem with mass mailings is that the message is often missed by many, as the content is not relevant to all recipients.

Segment, group, tag

Tags enable more personalized email marketing. A personalized message built for a segmented target audience resonates more with recipients and therefore produces better results.

Email marketing target audiences for businesses can be very diverse, as there are many segmentation methods and criteria available. They can be defined based on traditional demographic information (age, gender, residence, etc.), but data contained within the system allows for the creation of very precise target groups based on customer activities as well.

Possible target groups for communication

Note that each target group can and often should be further refined. For example, staff can be further divided by department, title, or location. Current customers in the B2B sector can be grouped into more specific segments, for example, by industry, company size, or location. Each group is tagged, enabling targeted communication to be sent.

The list of segments that can be formed with tags is practically endless. All the information that a business has about its customers can be used to segment contacts into email marketing target groups.

Tips for starting targeted email marketing

You can start email marketing segmentation with a few simple segments. This makes it easy to get started and the success can be easily measured. As you gain momentum, it can be expanded based on the results obtained.

1.Define and create target groups to whom you want to direct communication

Tag the target group in the CRM and create mailing lists for them. It's advisable to let the system automatically update tags for the target groups, adding the desired tags to the necessary functions. Tags for contacts can be defined based on responses to surveys, for instance. For example, a customized subscription page can be created for newsletters, where contacts can be divided into groups based on interests right at the subscription stage. Customer tags can also be updated based on online store purchases.
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Note that it's neither possible nor necessary to communicate with all target groups all the time. When communicating, it's important to ensure that investments are successful.

Objective - communication should always have a goal, determined by the target group. Message content - define what kind of messages you want to send to the target group. Below are examples of different types of messages used for different purposes. Note that different templates can be created in the system for different types of email marketing messages. promotional letter newsletter about current topics lead generation customer guidance event invitation rewarding loyal customers Message frequency - how often you want to communicate to the selected target group. Message sending time - whether you send the message during working hours or in the evenings or weekends. Message creator and sender - who does the communication / in whose name it is sent. Acquiring new contacts - where your mailing list gets new contacts and whether it's necessary. Is it necessary to remove contacts from the list? Goal measurement - how the achievement of goals can be measured.

Open and click rates Examine the open and click rates of the emails you send. These can tell you a lot about how interested your target group is in your message. Do they differ from your usual communication? Targeted communication should achieve a higher email open rate and click rate. Cancellations Did many people unsubscribe from your mailing list based on your message? This may indicate that your targeting was not completely successful and your content was not interesting to the group. Also pay attention to the timing of your messages. Are you approaching this target group at the wrong day or time? Sales If the goal of your message was to increase sales, this should be monitored with an appropriate measure. When a promotional offer is involved in e-commerce, sales can be tracked directly from the system."