By Rhonda Bradley Might 20, 2024
While you’re on the surface trying in, e-mail tags, segmentation, and personalization can sound complicated as all heck.
In spite of everything, it wasn’t that way back when “personalization” meant placing the particular person’s title within the e-mail greeting as a substitute of ‘Pricey Sir or Ma’am.”
Right this moment, personalization means delivering the best content material to the best individuals on the proper time.
And the place personalization was as soon as a pleasant perk, now shoppers count on it — and plenty of aren’t keen to do enterprise with you in the event you’re not customizing their content material.
In e-mail advertising and marketing, this implies working with behavioral knowledge 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 can 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 personalized e-mail collection concepts and begin tagging your subscribers so you may ship them customized e-mail content material.
In advertising and marketing, e-mail tags are inside key phrases (labels) you assign to individuals in your e-mail record.
E mail tagging allows you to categorize your subscribers into totally different teams of individuals (“segments”) based mostly on their interactions along 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 mechanically sends them a coupon to your “Mediterranean Weight loss plan Cookbook.”
👉 The great thing about e-mail tags is that (with the best e-mail advertising and marketing platform) when you set them up, you may automate your entire course of of sending of customized e-mail collection that ship the best content material to the best individuals.
For instance, after I hadn’t used the Day by day Burn health platform for some time, I obtained tagged and placed on an inventory 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 reasonably, its e-mail software program) remembers that I bought Taylor Swift songs a few years in the past. In order 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, corresponding to by the merchandise they buy, coupons they use, and emails they work together with.
What’s the objective of e-mail tagging?
E mail tags categorize your subscribers for higher, extra customized e-mail advertising and marketing outcomes.
Tagging helps you:
- Set up 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 customized emails: Ship priceless, 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 allows 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 and marketing efforts like personalization.
Not solely do right now’s shoppers want customized content material, however most of them count on it.
A latest report by McKinsey discovered that 71% of shoppers count on firms to personalize their interactions and 76% get pissed off with generic, non-personalized advertising and marketing content material.
Moreover, customized advertising and marketing 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 and marketing.
E mail tags allow you to separate your complete e-mail record into classes so you may ship automated, focused campaigns that align with their pursuits, or “habits.”
Demographic and geographic knowledge can assist you phase your record into curiosity teams.
Nonetheless, the true advantages of e-mail tagging lie in behavioral-based tagging.
Behavioral tagging labels subscribers based mostly on their interactions along with your emails and web site. It allows you to arrange tagging, segmentation, and campaigns based mostly on behavioral knowledge corresponding 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 previously, 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 “habits”) in your e-mail and a tag is mechanically assigned to them.
- Tagged subscribers are added to campaign-specific lists referred to as “segments.”
- Subscribers obtain customized e-mail campaigns based mostly on the tags assigned to them.
Most e-mail tagging is automated utilizing e-mail advertising and marketing software program. However earlier than automation begins, you select the tags, segments, and campaigns that will probably be used. This offers 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 may ship them customized emails and campaigns.
E mail tags are inside key phrases you assign to totally different individuals. Segments are the teams you type based mostly on shared pursuits. Personalised campaigns are the e-mail collection you ship to totally 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 keeping with their pursuits and habits
Segments
- Segments definition: Teams of subscribers based mostly on shared standards.
- Examples: “Lively clients,” “Vegans,” “Newbie cooking”
- Used for: Sending particular (“customized”) campaigns and content material to totally 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 may have a formidable assortment of vegan recipes, however you recognize not all of your subscribers are involved in 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 kind of meals they like finest. One of many decisions is “vegan.”
Individuals who test “vegan” are mechanically added to your new vegan phase and so they start to obtain your customized e-mail marketing campaign with vegan recipes.
1 – Lead magnet tags
Tag subscribers in keeping with the lead magnets they obtain. Such a tagging helps you perceive what kind of individuals want and the place they’re at in your advertising and marketing funnel.
For instance, in the event you run a pet grooming service and provide an book titled “15 Coaching Ideas for Small Canines” you would possibly tag the individuals who obtain the book as “Small canine lead magnet.” Or, you would possibly tag them with two totally 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 keeping with their previous purchases, buy classes, or the quantity and frequency of their purchases.
You should use buy historical past to ship customized product suggestions or unique gives which are relative to their spending habits.
For instance, within the e-mail beneath, Ipsy Magnificence recommends a personalized record of merchandise it thinks the shopper could also be operating low on.
3 – Curiosity tags
Tag subscribers based mostly on the pursuits and data they specific in your signup types, surveys, and polls.
For instance, in our weblog welcome marketing campaign, we ask what matters subscribers are most involved in studying about, and tag them in keeping 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 previously.
4 – Engagement tags
Observe how subscribers work together along with your emails and web site, together with e-mail opens, CTA clicks, and deserted carts.
This allows you to ship quite a lot of e-mail campaigns, corresponding to
- Re-engagement e-mail campaigns designed to win again the curiosity of people that haven’t opened or engaged along with your emails currently.
- Vacation campaigns that align with the kind of e-mail vacation promotions they’ve clicked on in previous emails.
For instance, you may 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 corresponding to teaching, health coaching, monetary planning, and many others, you may tag e-mail subscribers based mostly on the place they’re at within the advertising and marketing funnel.
You possibly can tag subscribers on this method by utilizing behavioral indicators corresponding 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 apply would possibly tag and phase in keeping with the advertising and marketing funnel:
Ship consciousness stage content material, corresponding to “The right way to arrange your life in 5 minutes a day” to individuals who work together with common content material about your trade.
Ship consideration stage content material, corresponding to “How to decide on one of the best life coach to your wants” to individuals who know what they want however are simply studying about what varieties of companies can be found.
Ship decision-stage content material, corresponding to particular promotions, free consultations, and an inventory 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, corresponding to webinars and workshops.
Occasion tags allow you to ship follow-up content material with related lead magnets (corresponding to an unique book or occasion recording) and particular gives.
Should you attend in-person occasions, you may create a signup type in your cell machine to gather new subscriber emails in particular person. Then use tags to remind you which ones occasion you met them at.
You possibly can 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 various methods to tag e-mail subscribers for segmentation and customized campaigns.
Should you’re simply getting began with e-mail segmentation, select one of many tagging kinds above that can assist you personalize your e-mail content material.
As you change into extra comfy with tagging and segmentation (it received’t take lengthy), you may increase to different varieties of tags.
The right way to create an e-mail tag (utilizing AWeber)
To start creating e-mail tags in AWeber, begin by figuring out what kind of customized 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 create and assign e-mail tags.
After you create tags, you’ll assign them to segments which you’ll then join them to automated, customized e-mail collection.
E mail tagging for advertising and marketing personalization
Tagging and segmenting your e-mail record allows you to personalize content material in a method that’s virtually sure to extend your e-mail advertising and marketing ROI.
On this information, we’ve defined what e-mail tagging is and the way it integrates with segmentation so you may ship personalized 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, refined 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 and marketing very quickly!
