By Rhonda Bradley Could 20, 2024
Whenever 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 individual’s title within the e mail greeting as an alternative of ‘Pricey Sir or Ma’am.”
As we speak, personalization means delivering the proper content material to the proper individuals on the proper time.
And the place personalization was as soon as a pleasant perk, now customers 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, 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 would 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’ll be able to ship them customized e mail content material.
In advertising, e mail tags are inner key phrases (labels) you assign to individuals in your e mail listing.
E-mail tagging allows you to categorize your subscribers into totally different teams of individuals (“segments”) primarily based 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 primarily based 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 greatest 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 to your “Mediterranean Weight-reduction plan Cookbook.”
👉 The great thing about e mail tags is that (with the proper e mail advertising platform) when you set them up, you’ll be able to automate the complete course of of sending of customized e mail collection that ship the proper content material to the proper individuals.
For instance, after I hadn’t used the Each day Burn health platform for some time, I received tagged and placed on an inventory to obtain discount-focused emails just like the one under.
In one other instance, Sheet Music Plus is aware of that I like to purchase piano sheet music.
The corporate (or somewhat, 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 couple of newly launched piece of Taylor Swift piano sheet music.
Your subscribers may be tagged in lots of some ways, reminiscent of 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 customized e mail advertising outcomes.
Tagging helps you:
- Set up your e mail listing: Tags create an simply searchable system inside your e mail platform.
- Section your viewers: Group subscribers by particular pursuits or behaviors for focused e mail campaigns.
- Ship extra customized emails: Ship worthwhile, related content material to every subscriber primarily based 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 efforts like personalization.
Not solely do in the present day’s customers favor customized content material, however most of them count on it.
A current report by McKinsey discovered that 71% of customers count on firms to personalize their interactions and 76% get pissed off with generic, non-personalized advertising content material.
Moreover, customized 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 listing into classes so you’ll be able to ship automated, focused campaigns that align with their pursuits, or “conduct.”
Demographic and geographic knowledge will help you phase your listing into curiosity teams.
Nonetheless, the actual advantages of e mail tagging lie in behavioral-based tagging.
Behavioral tagging labels subscribers primarily based on their interactions along with your emails and web site. It allows you to arrange tagging, segmentation, and campaigns primarily based on behavioral knowledge reminiscent of which emails individuals open, CTAs they click on on, purchases they make, and extra.
For instance, a clothes retailer may ship suggestions for ladies’s shorts to ladies who’ve bought shorts from them prior to now, as Free Folks does within the e mail under.
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 customized e mail campaigns primarily based 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 will probably 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 prepare and categorize your e mail subscribers so you’ll be able to ship them customized emails and campaigns.
E-mail tags are inner key phrases you assign to totally different individuals. Segments are the teams you kind primarily based on shared pursuits. Customized campaigns are the e-mail collection you ship to totally different segments of your listing.
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 based on their pursuits and conduct
Segments
- Segments definition: Teams of subscribers primarily based on shared standards.
- Examples: “Energetic prospects,” “Vegans,” “Newbie cooking”
- Used for: Sending particular (“customized”) campaigns and content material to totally different teams of individuals in your listing.
Customized e mail campaigns
- Customized e mail campaigns definition: E-mail collection you ship to a particular phase, primarily based on their potential curiosity within the content material.
- Examples: Folks with the tag “vegan” obtain your vegan recipe collection. Folks tagged with “Meat lovers” obtain your hamburger recipes collection.
- Used for: sending particular promotions and content material to segments of your e mail listing.
For instance, think about you’re a chef with an e mail listing who sends cooking tricks to your subscribers. You’ve got a formidable assortment of vegan recipes, however you realize not all of your subscribers are curious about 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 listing!
That is the place e mail tags are available.
You ship out a multiple-choice ballot to the individuals in your e mail listing asking what sort of meals they like greatest. One of many decisions is “vegan.”
Individuals who verify “vegan” are robotically added to your new vegan phase they usually start to obtain your customized e mail marketing campaign with vegan recipes.
1 – Lead magnet tags
Tag subscribers based on the lead magnets they obtain. Any such tagging helps you perceive what sort of individuals favor and the place they’re at in your advertising funnel.
For instance, in the event you run a pet grooming service and supply an e book titled “15 Coaching Ideas for Small Canines” you may tag the individuals who obtain the e book as “Small canine lead magnet.” Or, you may tag them with two totally different labels: “Small canine” and “Canine coaching.”
Within the instance under Petco sends pet food and canine deal with promotions to prospects tagged as canine house owners.
2 – Buy historical past tags
Tag subscribers based on their previous purchases, buy classes, or the quantity and frequency of their purchases.
You should utilize buy historical past to ship customized product suggestions or unique affords which can be relative to their spending habits.
For instance, within the e mail under, Ipsy Magnificence recommends a personalized listing of merchandise it thinks the shopper could also be working low on.
3 – Curiosity tags
Tag subscribers primarily based on the pursuits and knowledge they specific in your signup types, surveys, and polls.
For instance, in our weblog welcome marketing campaign, we ask what subjects subscribers are most curious about studying about, and tag them based on their solutions, so we are able to ship related content material.
Within the e mail instance under, Attract Magnificence promotes its newest nail merchandise to individuals who have proven an curiosity in them prior to now.
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, reminiscent of
- Re-engagement e mail campaigns designed to win again the curiosity of people that haven’t opened or engaged along with your emails recently.
- 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 establish individuals who expressed an curiosity in particular subjects.
5 – Advertising and marketing funnel tags
For firms that provide companies reminiscent of teaching, health coaching, monetary planning, and so on, you’ll be able to tag e mail subscribers primarily based on the place they’re at within the advertising funnel.
You may tag subscribers on this approach through the use of behavioral indicators reminiscent of:
- 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 observe may tag and phase based on the advertising funnel:
Ship consciousness stage content material, reminiscent of “Learn how to manage your life in 5 minutes a day” to individuals who work together with normal content material about your business.
Ship consideration stage content material, reminiscent of “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 sorts of companies can be found.
Ship decision-stage content material, reminiscent of particular promotions, free consultations, and an inventory of teaching advantages, to people who find themselves making a call about which coach to rent.
Ship loyalty stage content material to present and former shoppers to encourage evaluations and referrals.
6 – Occasion tags
Label subscribers who’ve attended your occasions, reminiscent of webinars and workshops.
Occasion tags allow you to ship follow-up content material with related lead magnets (reminiscent of an unique e book or occasion recording) and particular affords.
If you happen to attend in-person occasions, you’ll be able to create a signup kind in your cell machine to gather new subscriber emails in individual. 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 customized campaigns.
If you happen to’re simply getting began with e mail segmentation, select one of many tagging kinds above that will help you personalize your e mail content material.
As you change into extra snug with tagging and segmentation (it received’t take lengthy), you’ll be able to broaden to different sorts of tags.
Learn how to create an e mail tag (utilizing AWeber)
To start creating e mail tags in AWeber, begin by figuring out what sort of customized campaigns you’d prefer to ship.
Subsequent, create segments to match your marketing campaign concepts.
Lastly, head over to AWeber or watch the video under for step-by-step directions on how you can 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 personalization
Tagging and segmenting your e mail listing allows you to personalize content material in a approach that’s virtually 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 personalized emails to teams of individuals in your subscriber listing.
Whenever 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 in the present day and begin personalizing your e mail advertising very quickly!
