By Rhonda Bradley Could 20, 2024
While you’re on the surface wanting in, e-mail tags, segmentation, and personalization can sound complicated as all heck.
In any case, it wasn’t that way back when “personalization” meant placing the particular person’s identify within the e-mail greeting as a substitute of ‘Pricey Sir or Ma’am.”
At present, personalization means delivering the suitable content material to the suitable individuals on the proper time.
And the place personalization was as soon as a pleasant perk, now shoppers anticipate it — and lots of aren’t prepared to do enterprise with you in case you’re not customizing their content material.
In e-mail advertising, this implies working with behavioral information to phase and customise your campaigns.
On the coronary heart of all of it is e-mail tagging.
What if, in simply ten minutes time, you might grasp the idea of e-mail tagging and personalization, and start drafting marketing campaign concepts to spice up your ROI and income?
On this information, we clarify all the important thing ideas associated to e-mail tags, with crystal readability. By the point you end studying, you’ll be able to brainstorm concepts for custom-made e-mail collection concepts and begin tagging your subscribers so you’ll be able to ship them personalised e-mail content material.
In advertising, e-mail tags are inside key phrases (labels) you assign to individuals in your e-mail record.
E-mail tagging permits you to categorize your subscribers into completely different teams of individuals (“segments”) based mostly on their interactions together with your model.
This allows you to customise content material for various teams of individuals and ship them focused e-mail collection based mostly on their pursuits.
For instance, think about you’re a meals blogger and somebody clicks on a hyperlink in your e-mail e-newsletter titled “10 finest Mediterranean Eating places within the U.S.”
You tag them with the label “Mediterranean Foodie” and your e-mail software program robotically sends them a coupon in your “Mediterranean Weight loss plan Cookbook.”
👉 The fantastic thing about e-mail tags is that (with the suitable e-mail advertising platform) when you set them up, you’ll be able to automate the whole course of of sending of personalised e-mail collection that ship the suitable content material to the suitable individuals.
For instance, after I hadn’t used the Each day Burn health platform for some time, I obtained tagged and placed on a listing to obtain discount-focused emails just like the one beneath.
In one other instance, Sheet Music Plus is aware of that I like to purchase piano sheet music.
The corporate (or relatively, its e-mail software program) remembers that I bought Taylor Swift songs a few years in the past. So that they despatched me this e-mail announcement a few newly launched piece of Taylor Swift piano sheet music.
Your subscribers will be tagged in lots of some ways, similar to by the merchandise they buy, coupons they use, and emails they work together with.
What’s the function of e-mail tagging?
E-mail tags categorize your subscribers for higher, extra personalised e-mail advertising outcomes.
Tagging helps you:
- Manage your e-mail record: Tags create an simply searchable system inside your e-mail platform.
- Phase your viewers: Group subscribers by particular pursuits or behaviors for focused e-mail campaigns.
- Ship extra personalised emails: Ship worthwhile, related content material to every subscriber based mostly on their distinctive tag profile
Why e-mail tags matter to companies and entrepreneurs
E-mail tagging permits you to personalize the content material you ship to your subscribers. And there’s nothing that may make or break the success of your advertising efforts like personalization.
Not solely do right now’s shoppers favor personalised content material, however most of them anticipate it.
A latest report by McKinsey discovered that 71% of shoppers anticipate firms to personalize their interactions and 76% get pissed off with generic, non-personalized advertising content material.
Moreover, personalised advertising campaigns:
- Improve return on funding (ROI) by 10 – 30%.
- Increase general income by 10 – 15%.
- Improve model loyalty and enhance relationships.
Whether or not you’re aiming for a lift in income, ROI, conversions, or referrals, e-mail tagging is the entry level to personalization for e-mail advertising.
E-mail tags allow you to separate your whole e-mail record into classes so you’ll be able to ship automated, focused campaigns that align with their pursuits, or “conduct.”
Demographic and geographic information may help you phase your record into curiosity teams.
Nevertheless, the actual advantages of e-mail tagging lie in behavioral-based tagging.
Behavioral tagging labels subscribers based mostly on their interactions together with your emails and web site. It permits you to arrange tagging, segmentation, and campaigns based mostly on behavioral information similar to which emails individuals open, CTAs they click on on, purchases they make, and extra.
For instance, a clothes retailer would possibly ship suggestions for ladies’s shorts to ladies who’ve bought shorts from them up to now, as Free Individuals does within the e-mail beneath.
Right here’s an instance of how e-mail tagging works:
- An individual clicks on a hyperlink (a “conduct”) in your e-mail and a tag is robotically assigned to them.
- Tagged subscribers are added to campaign-specific lists referred to as “segments.”
- Subscribers obtain personalised e-mail campaigns based mostly on the tags assigned to them.
Most e-mail tagging is automated utilizing e-mail advertising software program. However earlier than automation begins, you select the tags, segments, and campaigns that might be used. This provides you full management over how your subscribers are categorized and what content material they obtain.
E-mail tags and segments are each used to arrange and categorize your e-mail subscribers so you’ll be able to ship them personalised emails and campaigns.
E-mail tags are inside key phrases you assign to completely different individuals. Segments are the teams you kind based mostly on shared pursuits. Personalised campaigns are the e-mail collection you ship to completely different segments of your record.
E-mail tags
- E-mail tags definition: Inner key phrases you assign to particular person subscribers
- Instance: “Buyer,” “Vegan,” “Newbie cook dinner”
- Used for: Labeling subscribers in line with their pursuits and conduct
Segments
- Segments definition: Teams of subscribers based mostly on shared standards.
- Examples: “Lively clients,” “Vegans,” “Newbie cooking”
- Used for: Sending particular (“personalised”) campaigns and content material to completely different teams of individuals in your record.
Personalised e-mail campaigns
- Personalised e-mail campaigns definition: E-mail collection you ship to a selected phase, based mostly on their potential curiosity within the content material.
- Examples: Individuals with the tag “vegan” obtain your vegan recipe collection. Individuals tagged with “Meat lovers” obtain your hamburger recipes collection.
- Used for: sending particular promotions and content material to segments of your e-mail record.
For instance, think about you’re a chef with an e-mail record who sends cooking tricks to your subscribers. You’ve gotten a formidable assortment of vegan recipes, however you understand not all of your subscribers are taken with vegan meals.
So that you create a class of subscribers, or “phase,” titled “Vegan recipes. You’ll ship all of your pleasant vegan recipes to this phase of your record!
That is the place e-mail tags are available in.
You ship out a multiple-choice ballot to the individuals in your e-mail record asking what sort of meals they like finest. One of many selections is “vegan.”
Individuals who verify “vegan” are robotically added to your new vegan phase they usually start to obtain your personalised e-mail marketing campaign with vegan recipes.
1 – Lead magnet tags
Tag subscribers in line with the lead magnets they obtain. The sort of tagging helps you perceive what sort of individuals favor and the place they’re at in your advertising funnel.
For instance, in case you run a pet grooming service and provide an e-book titled “15 Coaching Ideas for Small Canine” you would possibly tag the individuals who obtain the e-book as “Small canine lead magnet.” Or, you would possibly tag them with two completely different labels: “Small canine” and “Canine coaching.”
Within the instance beneath Petco sends pet food and canine deal with promotions to clients tagged as canine homeowners.
2 – Buy historical past tags
Tag subscribers in line with their previous purchases, buy classes, or the quantity and frequency of their purchases.
You need to use buy historical past to ship personalised product suggestions or unique gives which can be relative to their spending habits.
For instance, within the e-mail beneath, Ipsy Magnificence recommends a custom-made record of merchandise it thinks the shopper could also be working low on.
3 – Curiosity tags
Tag subscribers based mostly on the pursuits and knowledge they categorical in your signup kinds, surveys, and polls.
For instance, in our weblog welcome marketing campaign, we ask what matters subscribers are most taken with studying about, and tag them in line with their solutions, so we are able to ship related content material.
Within the e-mail instance beneath, Attract Magnificence promotes its newest nail merchandise to individuals who have proven an curiosity in them up to now.
4 – Engagement tags
Monitor how subscribers work together together with your emails and web site, together with e-mail opens, CTA clicks, and deserted carts.
This allows you to ship a wide range of e-mail campaigns, similar to
- Re-engagement e-mail campaigns designed to win again the curiosity of people that haven’t opened or engaged together with your emails these days.
- Vacation campaigns that align with the kind of e-mail vacation promotions they’ve clicked on in previous emails.
For instance, you’ll be able to tag subscribers after they open particular messages in your marketing campaign.
This helps you determine individuals who expressed an curiosity in particular matters.
5 – Advertising and marketing funnel tags
For firms that provide companies similar to teaching, health coaching, monetary planning, and many others, you’ll be able to tag e-mail subscribers based mostly on the place they’re at within the advertising funnel.
You may tag subscribers on this approach by utilizing behavioral indicators similar to:
- Which e-mail CTAs they click on on
- What content material they obtain
- Whether or not they join a free session
For instance, right here’s how somebody with a life teaching follow would possibly tag and phase in line with the advertising funnel:
Ship consciousness stage content material, similar to “How you can set up your life in 5 minutes a day” to individuals who work together with normal content material about your trade.
Ship consideration stage content material, similar to “How to decide on the perfect life coach in your wants” to individuals who know what they want however are simply studying about what sorts of companies can be found.
Ship decision-stage content material, similar to particular promotions, free consultations, and a listing of teaching advantages, to people who find themselves making a choice about which coach to rent.
Ship loyalty stage content material to present and former shoppers to encourage critiques and referrals.
6 – Occasion tags
Label subscribers who’ve attended your occasions, similar to webinars and workshops.
Occasion tags allow you to ship follow-up content material with related lead magnets (similar to an unique e-book or occasion recording) and particular gives.
For those who attend in-person occasions, you’ll be able to create a signup kind in your cell system to gather new subscriber emails in particular person. Then use tags to remind you which of them occasion you met them at.
You may even arrange an automatic welcome e-mail collection forward of time to exit to every new subscriber you met on the occasion.
Right here’s the touchdown web page we used at Podcast Motion to get podcasters signed up for our e-newsletter:
These are solely six of the numerous methods to tag e-mail subscribers for segmentation and personalised campaigns.
For those who’re simply getting began with e-mail segmentation, select one of many tagging types above that can assist you personalize your e-mail content material.
As you turn into extra comfy with tagging and segmentation (it received’t take lengthy), you’ll be able to broaden to different sorts of tags.
How you can create an e-mail tag (utilizing AWeber)
To start creating e-mail tags in AWeber, begin by figuring out what sort of personalised campaigns you’d wish to ship.
Subsequent, create segments to match your marketing campaign concepts.
Lastly, head over to AWeber or watch the video beneath for step-by-step directions on learn how to create and assign e-mail tags.
After you create tags, you’ll assign them to segments which you’ll then join them to automated, personalised e-mail collection.
E-mail tagging for advertising personalization
Tagging and segmenting your e-mail record permits you to personalize content material in a approach that’s nearly sure to extend your e-mail advertising ROI.
On this information, we’ve defined what e-mail tagging is and the way it integrates with segmentation so you’ll be able to ship custom-made emails to teams of individuals in your subscriber record.
While you’re able to get began, head on over to AWeber. We offer a complete, subtle tagging system that features behavioral segmentation.
And we allow you to put all of it on autopilot!
Join your AWeber account right now and begin personalizing your e-mail advertising very quickly!
