Many marketers use social media to drive website traffic and boost their conversion rate. The likes of Facebook, Twitter and Instagram are a great way to post a general message for one audience. Yet, email marketing can deliver a targeted message for specific audience groups, which can turn a lead into a sale.

It can serve as a direct line to previous and potential customers, providing a more personalized experience that can boost engagement with your brand. The facts speak for themselves, as automated emails are believed to generate up to 320% more revenue. The effective marketing tactic allows you to deliver individualized messages to the right customer at the right time.

It’s possible to create personalized emails via segmentation, which groups customers by:

  • Gender
  • Location
  • Purchasing history
  • Browsing activity
  • Other behaviors

As 74% of consumers can become frustrated by generic emails, segmentation allows you to deliver different messages to different customers, which are based on their individual behaviors and preferences.

Also, the more information you gather about existing and prospective customers, the more personalized your emails can become and the better the results will be for your business. For example, you should endeavour to learn more about their interests, birthdays and purchasing history.

Email marketing can be an effective way to significantly increase your revenue, as personalized messages are believed to drive 6 times more sales and 2.5 times more click throughs. So, if you haven’t considered an email marketing campaign in the past, now is the time.

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