Targeted Email Marketing: Benefits, Tactics & Email Personalization Process [2024]

The success of email campaigns depends on several factors, including the quality of the leads, the email copy, and your target audience.

If you are running email campaigns for your business, then the best possible approach is to use email segmentation for targeted email marketing.

As per 99firms research, targeted emails generate 58% of all revenue for marketers.

But simply sending emails with a relevant offer or information is not enough. For maximum conversion, it is crucial to personalize your email copy for your targeted audience.

Today, you will get a comprehensive guide on email marketing personalization for targeted email campaigns.

After reading this article, you will

• learn the concept of targeted email marketing,
• learn personalization tactics,
• how you can personalize emails using AI,

And, eventually, implement personalization in your next email campaign.

So, let’s begin.

What Is Targeted Email Marketing?

The main concept of targeted email marketing involves launching email campaigns for a specific group of individuals based on a common interest or requirement.

The idea is to segment your leads based on a common detail, which could be their location, a certain action they took, age range, or any such detail that can help you put them into a single group. And then, you can write personalized email campaigns with offers or content that are specifically designed to appeal to them. This will ensure you get more open rates for your emails. And if the copy is well-written or the offer is good, then it will increase your CTR as well.

Thus, you can run well-groomed email campaigns that are more likely to convert than sending generic emails & offers to everyone.

Benefits Of Targeted Email Marketing

As an email marketer, targeted email marketing tips can offer several benefits to you, including:

• Increased Open Rates: Targeted emails are more likely to be opened by the recipients since they are relevant and personalized to the recipient’s interests and preferences.
• Improved Conversion Rates: Targeted emails have a higher chance of converting subscribers into customers since they are more likely to be interested in the product or service being offered.
• Higher Return on Investment (ROI): Targeted email marketing can provide a higher ROI since it focuses on a specific audience, reducing the cost of acquiring new customers.
• Reduced Unsubscribe Rates: Targeted emails are less likely to be marked as spam or unsubscribed since they are tailored to the recipient’s interests.
• Better Customer Relationships: Targeted email marketing helps to build better customer relationships by sending relevant and personalized messages, which can lead to increased customer loyalty and repeat business.
• Enhanced Brand Awareness: By sending targeted emails, you can showcase your brand’s values and offerings, which can help to increase brand awareness and recognition.

Overall, targeted email marketing can help you reach the right audience with the right message, leading to increased engagement, improved conversion rates, and higher ROI. Leveraging an email lookup tool can significantly enhance your targeted email marketing efforts, ensuring you’re reaching out to the correct and most relevant audience with precision.

Real-world Practices of Targeted Email Marketing Services

Here are some real-world examples of targeted email marketing:

• Amazon sends personalized product recommendations based on a customer’s browsing and purchase history.
• Spotify specifically sends personalized music recommendations based on the music types of songs listened to by a customer.
• Airbnb sends personalized travel recommendations based on a customer’s search history in the past.

The key here is to leverage customer data and behavior to send personalized emails for improved engagement and drive more sales.

Core Components of Targeted Email Marketing

As you know, targeted email marketing relies on sending personalized emails to specific segments of your audience. Otherwise, you won’t be able to achieve better engagement and higher conversion rates.

So, if you want to run your email marketing campaign effectively you must focus on two core components, they are lead segmentation and email personalization.

Without understanding and implementing lead segmentation and email personalization, you will not achieve your goal of targeted email marketing. Let’s discuss these two important factors:

I. Lead Segmentation: Categorised Your Leads Properly

Segmentation refers to the process of dividing your email list into smaller groups. And categorized them within a list based on some specific criteria, such as age, group, gender, lifestyle, income level, etc.

So that, you can craft targeted email copy for each segment. And successfully reach the right people with the right content, which eventually helps you to grow your customer base! The details of lead segmentation criteria are discussed in the next section.

II. Personalization: The Key to Effective Targeted Email Marketing

While you personalize emails for your audiences that means you are creating customized messages that resonate with the individual recipient. This process is more than just addressing the recipient by their name; you have to deliver content relevant to your subscribers’ interests, behavioral factors and needs analysis.

After personalizing you will see that your sending emails will get the following:

• Increased Email Open Rates
• Higher Click-Through Rates (CTR)
• Improved Conversion Rates

So, you must make yourself an expert in these two core factors, now learn them, in detail in the next discussion.

Lead Segmentation Criteria for Targeted Email Marketing

There could be several ways to segment leads. And they can be divided into four core groups:

• Demographic segmentation
  • Location
  • Age group
  • Gender
  • Income
• Psychographic segmentation
  • Goals
  • Values
  • Awareness stage

• Preference-based segmentation
  • Interests
  • Permissions
• Behavioral segmentation
  • Purchase history
  • Website Activity
  • Email Engagement
  • Social media activity
  • Actions in sales funnels

Which data you want to use for segmentation really depends on your product/service or goal with your leads. And if you can create the right segments, your email campaigns are more likely to be successful.

Email Personalization Tactics For Your Targeted Email Campaigns

Now, you segmented your leads. But what’s next? How do you personalize your targeted marketing campaigns?

Let us look at the core concepts of personalization based on segmentations.

1. Email personalization based on demographics

Personalization based on demographics can be a powerful tactic to make your emails more relevant and engaging to your target audience. Here are some examples of how you can personalize your emails based on demographics:

• Age: Depending on the age of your audience, you can tailor your messaging and design accordingly. For example, if you are targeting a younger audience, you might use more informal language and incorporate more visuals to make your email more engaging. On the other hand, if your audience is older, you might use more formal language and a simpler design.
• Location: Personalizing your email based on the recipient’s location can be a great way to make your content more relevant. For example, you might include information about local events or promotions specific to that area. You can also use location-based language and imagery to create a more personalized experience.
• Gender: Depending on the gender of your audience, you can tailor your messaging and design to be more appealing. For example, you might use more masculine language and imagery in emails targeted at men, while using more feminine language and imagery in emails targeted at women.
• Job Title: Personalizing your email based on the recipient’s job title can help to make your content more relevant and valuable. For example, if you are sending an email to a CEO, you might focus on business outcomes and ROI, while an email to a marketing manager might focus on marketing strategies and tactics.
• Purchase History: Personalizing your email based on the recipient’s purchase history can be a great way to increase engagement and sales. For example, you might send a follow-up email to someone who recently purchased a product, thanking them for their purchase and offering a discount on a related product.

These are just a few examples of how you can personalize your emails based on demographics. By tailoring your messaging and design to the specific needs and interests of your audience, you can create a more engaging and effective email marketing campaign.

2. Personalized emails based on psychographics

Incorporating psychographics into your email marketing strategy can help you create more personalized and targeted emails that resonate with your subscribers. Psychographics refers to the study of personality, values, attitudes, interests, and lifestyle, which can be used to create more relevant and personalized content.

Here are a few examples of how you can use psychographics to create personalized emails:

• Segment your audience based on interests: By segmenting your audience based on their interests, you can create targeted emails that are more likely to resonate with them. For example, if you sell sports equipment, you could send personalized emails to subscribers who have shown an interest in a particular sport or activity.
• Use language that speaks to their values: Use language that reflects your subscribers’ values in your email content. For example, if your subscribers value sustainability, you could highlight how your products are eco-friendly in your email content.
• Appeal to their emotions: Use emotional language and messaging to connect with your subscribers on a deeper level. For example, if you sell beauty products, you could use language that makes your subscribers feel confident and beautiful.
• Create a sense of community: Use language and messaging that creates a sense of community among your subscribers. For example, if you sell fitness products, you could create personalized emails that make your subscribers feel like they are part of a fitness community.
• Use imagery that reflects their lifestyle: Use imagery in your emails that reflect your subscribers’ lifestyles. For example, if your subscribers are outdoor enthusiasts, you could use images of people hiking, camping, or enjoying the outdoors.

Thus, you can personalize emails based on your client’s psychographics.

3. Personalizing emails based on preferences

Personalizing your emails based on your subscribers’ preferences is crucial to improving their user experience and building a positive relationship with them. When it comes to segmentation based on preferences, there are two ways to approach it.

First, you can collect information on a subscriber’s preferred interest, such as their preferred topic, product, or service. From there, you can create different segments and send personalized offers or content based on their choices. For example, if you have a course membership site with various topics covered, you can allow prospects to select their preferred course types, and then create personalized campaigns for each segment with discounts on specific courses or new courses on the preferred topics.

Second, you should always get permission from your subscribers before sending them specific email campaigns. When a user signs up for your site, you may include a checkbox asking if they would like to receive marketing and promotional content. If they check this box, you have permission to send them promotional email campaigns. However, if they don’t check the box, you should refrain from sending them promotional emails to avoid wasting resources and potentially angering subscribers who don’t want to receive these types of emails.

You can also ask for consent from users to send them updates on specific events that you will be hosting later. By prioritizing your subscribers’ preferences and giving them control over the content they receive from you, you can create a more positive and engaging user experience, leading to increased engagement and loyalty.

4. Behavior-based email personalization

Behavior-based email personalization involves tailoring your email messages to the specific actions and behaviors of your subscribers. This approach involves tracking how your subscribers interact with your website, emails, and other channels to gain insight into their preferences and interests.

For example, if a subscriber visits your website and spends a significant amount of time browsing a specific category of products, you could send them an email promoting similar products or offering a discount on the products they viewed. Similarly, if a subscriber clicks on a link in your email but does not make a purchase, you could send them a follow-up email with more information about the product or offer additional incentives to encourage them to complete the purchase.

Other examples of behavior-based email personalization include sending re-engagement emails to subscribers who have been inactive for a period of time or sending post-purchase emails to solicit feedback and encourage repeat business.

This tactic allows you to provide your subscribers with more relevant and personalized content, which can lead to higher engagement and conversion rates.

In the case of behavioral personalized emails, if you want, you can directly mention why you are sending the targeted email (although not mandatory). For example, you can directly mention, “We’ve noticed you love superhero t-shirts. So here’s a special offer just for you…” This will indicate you tracked their purchase history where he purchased a superhero t-shirt earlier. It will help to remind the user that he did purchase from you and help to build trust in purchasing again if he is satisfied with your product.

More examples of email personalization based on behavior:

• Purchase history: A grocery store could offer personalized product recommendations based on the recipient’s past purchases and shopping behavior. For example, a person who bought onions could be offered chilies and other vegetables at a discount.

• Website activity: A B2B company could personalize emails by offering product demos or consultations based on the pages visited or forms submitted by the recipients.

• Email engagement: An event company could personalize emails by offering exclusive invites or discounts to recipients who have previously engaged with their emails.

• Social media activity: A travel agency could promote travel packages or destinations via personalized emails that align with the recipient’s social media activity, such as likes on specific vacation packages, viewing promo videos of hotels, etc., on their Facebook page.

• Actions in sales funnels: An e-learning company could personalize emails by offering discounts on a certain course that was not accepted at an upsell offer in the sales funnel.

How To Create Personalized Emails Customized Using AI (ChatGPT)

Since AI has become more and more efficient, why not use AI to create content for your next email campaign?

The reason I am recommending you to use Chatgpt in your targeted email marketing is because it is one of the time-saving options in a busy schedule. Especially when you are in a hurry and suddenly discover that your email marketing plan requires a significant modification at the last moment of triggering.

Whether in your busy schedule or normal time, you can easily generate personalized email subject lines and email copies using ChatGPT or any tool that integrates with ChapGPT with great quality, such as Mail Mint.

Everything is possible as long as you can provide the right instructions in your tool!

Personalizing Subject Lines

Personalizing subject lines is a simple yet effective way to increase email open rates.

By using the recipient’s name or other relevant information, you can grab their attention and for enticing them to open the email.

For doing that automatically with an email marketing tool, you can use Mail Mint’s special integration with ChatGPT to write personalized email subject lines.

Here’s how to do that,

Name personalization:

Use the recipient’s name in the subject line. It is a simple yet effective way to personalize your emails.

Chat GPT Prompt: “Write personalized subject lines for exclusive deals that are only meant for the customer”

Results:

1. Don’t miss out, [Name] – exclusive deal inside!
2. [Name], we have a surprise for you!
3. Limited time offer, [Name] – grab it now!
4. [Name], this deal is too good to pass up!
5. [Name], you’re invited to an exclusive sale!
6. It’s your lucky day, [Name] – a special offer just for you!

Location-based personalization:

Personalizing subject lines based on the recipient’s location can make the email feel more relevant and engaging.

Chat GPT Prompt: “Write personalized subject lines for exclusive deals that are only meant for the customer”

Results:

1. “Discover deals near you: [City Name] residents exclusive offers inside”
2. “Rain or shine? [City Name] weather forecast and exclusive deals inside”
3. “[City], get ready for our upcoming event!”
4. “Enjoy [City Name] flavor: Exclusive local menu items just for you”
5. “Experience [City Name] like a local: Insider tips and exclusive offers inside”
6. “Beat the heat: [City Name] exclusive summer deals inside”
7. “Discover hidden gems in [City Name]: Exclusive offers for local attractions”

Interest-based personalization:

Personalizing subject lines based on the recipient’s interests or preferences can make the email feel more targeted and personalized.

Chat GPT Prompt: “Write personalized subject lines based on customer’s interests”

Results:

1. “New arrivals in [Interest Area], just for you!”
2. “Get [Discount] on [Interest Area] items you love”
3. “Your favorite [Interest Area] products are back in stock”
4. [Customer Name], Your [Interest] Wishlist is Finally on Sale!
5. [Customer Name], [Event/Content] on [Interest] that you won’t want to miss!
6. New Arrival: [Product of Interest] That Will Blow Your Mind, [Customer Name]!

These personalized subject lines show that the business understands the customer’s interests and is offering them something that is relevant to them. By using the customer’s name and highlighting their specific interests, the subject lines can capture their attention and encourage them to open the email.

Content Personalization in Email Body

Personalizing the content of your email can help you build stronger relationships with your subscribers and increase engagement.

ChatGPT can be a useful tool for creating personalized email content that will resonate with your readers.

Subscribers’ Past Behavior and Preferences

One way to use ChatGPT for email personalization is by analyzing your user’s behavior and interests.

For example, if you have an online store, you can use ChatGPT to generate personalized product descriptions and recommendations based on a subscriber’s past purchases or browsing history.

ChatGPT Prompt: I have an online store, that generates an email body with personalized product descriptions and recommendations based on my subscriber’s past purchases or browsing history.

Result:

Hello [subscriber name],

We hope this email finds you well. As a valued customer of [your online store name], we wanted to share some personalized product recommendations just for you based on your past purchases and browsing history.

We noticed that you recently purchased [product name] and thought you might be interested in these related products:

• [Product 1]: [Product description based on customer’s past purchase]
• [Product 2]: [Product description based on customer’s browsing history]
• [Product 3]: [Product description based on customer’s past purchase]

In addition, we wanted to offer you an exclusive discount code for 15% off your next purchase. Use code [discount code] at checkout to redeem this offer.

Thank you for being a loyal customer of [your online store name]. We value your business and hope you enjoy these personalized recommendations.

Best regards,

[Your online store name]

Subscribers’ Demographics

Another way to use ChatGPT is to create customized email messages based on your subscribers’ demographics.

For instance, if you have a healthcare business, you could use ChatGPT to create personalized messages based on a subscriber’s age, gender, and medical history.

ChatGPT Prompt:

I am in the healthcare business, creating a personalized email based on my subscriber’s age, gender, and medical history.

Result:

Dear [First Name],

We hope this email finds you in good health. As a valued member of our healthcare community, we want to make sure that you receive the best care and support possible. That’s why we’ve tailored this email to your specific needs based on your age, gender, and medical history.

For our female subscribers aged 40 and above, we recommend scheduling a mammogram to ensure early detection of any potential breast cancer. For our male subscribers aged 50 and above, we recommend a routine prostate exam.

Additionally, for our subscribers with a history of heart disease, we suggest reviewing your medication plan with your physician to ensure optimal management of your condition. For those with asthma, it’s important to have your inhalers refilled and have a written asthma action plan on hand.

We also offer a range of resources and support groups for specific medical conditions, such as diabetes, arthritis, and mental health. Please visit our website to learn more.

We value your trust in us and are committed to providing personalized and compassionate care. If you have any questions or concerns, please do not hesitate to contact us.

Best regards, [Your Name] [Your Business Name]

Subscribers’ interests and pain points.

ChatGPT can also help you write personalized email copy that speaks to your subscribers’ interests and pain points.

If you have a marketing agency, you can use ChatGPT to generate email content that addresses a subscriber’s specific marketing challenges.

ChatGPT Prompt

I have a marketing agency, generates email content that addresses my subscriber’s specific marketing challenges.

Result:

Dear [subscriber],

We understand that every business faces unique marketing challenges, and we are here to help you overcome them. At [company name], we specialize in creating customized solutions to address your specific marketing needs.

Based on our analysis of your previous marketing campaigns and online presence, we have identified some areas where we can help you improve your marketing efforts. Here are some recommendations that we think will be beneficial for you:

• [Specific recommendation 1 based on subscriber’s marketing challenges]
• [Specific recommendation 2 based on subscriber’s marketing challenges]
• [Specific recommendation 3 based on subscriber’s marketing challenges]

We also offer a range of services that can help you achieve your marketing goals, such as [list of services]. Our team of experts is always available to discuss your needs and develop a customized plan that fits your budget and goals.

Don’t let your marketing challenges hold you back from achieving success. Contact us today to learn more about how we can help you.

Best regards, [Your name]

By using data and insights to create personalized email content with ChatGPT, you can show your subscribers that you understand their needs and are committed to providing them with relevant solutions.

Conclusion

Targeted email marketing itself is a valuable asset for you to connect with your customers. But you know, every marketing effort relies on how wisely you can understand the current trend and incorporate it with your customers’ preferences.

That means proper lead segmentation, then personalization of these segmented lists, selecting the right tools, and utilizing your marketing expertise in this current crowded online business market, you can truly stand out among your competitors.

I suggest you run a targeted email marketing campaign using my guidelines and Mail Mint’s email automation. Trust me, you will see an increase in your sales!

• Get Mail Mint Now!