April 6, 2018
Email marketing campaigns are an important media channel. When done correctly, it can be one of the most effective ways to acquire and retain customers. A good portion of customers check their email daily, and college students are no exception. Especially with their smartphones at hand at any given point, they are scrolling through their inboxes. Here are some strategies to demonstrate your brand and product’s value through email marketing.
Buyer personas are semi-fictional representations of your customers, based on actual customer data and market research. The concept is to put an actual name and face on each of your micro-segments so you can more accurately visualize their representation. This helps you put yourself in the shoes of the customer to help look for the products, messages and offers that suit them best. Buyer personas are a great way to turn your micro-segments into something more tangible. They help create custom emails that are personalized, relevant and meaningful for each micro-segment.
Before sending out emails, it is crucial to take the time to conduct research and analysis on your target audience of college students. Segmentation is the practice of dividing your target customers into different types based on shared characteristics. Micro-segmentation is taking it one step further and breaking down those segments into smaller, more specific ones. For example, college students can be divided into males and females, and micro-segmented into female students involved in a sorority. Once you have micro-segmented your customers, you can begin crafting personalized and relevant emails to them based on their interests and characteristics.
It may be tempting to send emails detailing all of your products and offerings, but it is for the best interest to keep content brief. The value and call to action of the email should be stated upfront. All other explanations, including additional side offers, can wait. Brief content is readable content, and therefore more valuable.
As you create email campaigns, focus less on making a sale and more on providing value for your customer. If every email comes with a promotion, chances are the customer will be turned away. In addition to offering sales, you can also offer them to sign up for a giveaway or offer free advice about your product’s use. Regardless of what options you choose, your ultimate goal is to make your customers feel they’ve gained something after reading the email.