By Rhonda Bradley Could 20, 2024
If you’re on the skin trying in, electronic 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 individual’s title within the electronic mail greeting as an alternative of ‘Pricey Sir or Ma’am.”
At present, personalization means delivering the suitable content material to the suitable folks on the proper time.
And the place personalization was as soon as a pleasant perk, now shoppers count on it — and lots of aren’t keen to do enterprise with you if you happen to’re not customizing their content material.
In electronic mail advertising, this implies working with behavioral knowledge to phase and customise your campaigns.
On the coronary heart of all of it is electronic mail tagging.
What if, in simply ten minutes time, you would grasp the idea of electronic 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 electronic mail tags, with crystal readability. By the point you end studying, you’ll be able to brainstorm concepts for custom-made electronic mail sequence concepts and begin tagging your subscribers so you may ship them customized electronic mail content material.
In advertising, electronic mail tags are inside key phrases (labels) you assign to folks in your electronic mail record.
E mail tagging enables 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 electronic mail sequence based mostly on their pursuits.
For instance, think about you’re a meals blogger and somebody clicks on a hyperlink in your electronic mail publication titled “10 finest Mediterranean Eating places within the U.S.”
You tag them with the label “Mediterranean Foodie” and your electronic mail software program robotically sends them a coupon on your “Mediterranean Weight-reduction plan Cookbook.”
👉 The fantastic thing about electronic mail tags is that (with the suitable electronic mail advertising platform) when you set them up, you may automate all the course of of sending of customized electronic mail sequence that ship the suitable content material to the suitable folks.
For instance, after I hadn’t used the Each day Burn health platform for some time, I acquired tagged and placed on a listing 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 electronic mail software program) remembers that I bought Taylor Swift songs a few years in the past. So that they despatched me this electronic mail announcement a couple of newly launched piece of Taylor Swift piano sheet music.
Your subscribers will be tagged in lots of some ways, resembling by the merchandise they buy, coupons they use, and emails they work together with.
What’s the objective of electronic mail tagging?
E mail tags categorize your subscribers for higher, extra customized electronic mail advertising outcomes.
Tagging helps you:
- Set up your electronic mail record: Tags create an simply searchable system inside your electronic mail platform.
- Section your viewers: Group subscribers by particular pursuits or behaviors for focused electronic mail campaigns.
- Ship extra customized emails: Ship helpful, related content material to every subscriber based mostly on their distinctive tag profile
Why electronic mail tags matter to companies and entrepreneurs
E mail tagging enables 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 at the moment’s shoppers desire customized content material, however most of them count on it.
A current 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 content material.
Moreover, customized advertising campaigns:
- Enhance return on funding (ROI) by 10 – 30%.
- Enhance total income by 10 – 15%.
- Enhance model loyalty and enhance relationships.
Whether or not you’re aiming for a lift in income, ROI, conversions, or referrals, electronic mail tagging is the entry level to personalization for electronic mail advertising.
E mail tags allow you to separate your total electronic mail record into classes so you may ship automated, focused campaigns that align with their pursuits, or “habits.”
Demographic and geographic knowledge might help you phase your record into curiosity teams.
Nevertheless, the actual advantages of electronic mail tagging lie in behavioral-based tagging.
Behavioral tagging labels subscribers based mostly on their interactions together with your emails and web site. It enables you to arrange tagging, segmentation, and campaigns based mostly on behavioral knowledge resembling which emails folks open, CTAs they click on on, purchases they make, and extra.
For instance, a clothes retailer would possibly ship suggestions for girls’s shorts to ladies who’ve bought shorts from them prior to now, as Free Folks does within the electronic mail under.
Right here’s an instance of how electronic mail tagging works:
- An individual clicks on a hyperlink (a “habits”) in your electronic mail and a tag is robotically assigned to them.
- Tagged subscribers are added to campaign-specific lists referred to as “segments.”
- Subscribers obtain customized electronic mail campaigns based mostly on the tags assigned to them.
Most electronic mail tagging is automated utilizing electronic 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 electronic mail subscribers so you may ship them customized emails and campaigns.
E mail tags are inside key phrases you assign to completely different folks. Segments are the teams you kind based mostly on shared pursuits. Personalised campaigns are the e-mail sequence you ship to completely different segments of your record.
E mail tags
- E mail tags definition: Inside key phrases you assign to particular person subscribers
- Instance: “Buyer,” “Vegan,” “Newbie prepare dinner”
- Used for: Labeling subscribers in line with their pursuits and habits
Segments
- Segments definition: Teams of subscribers based mostly on shared standards.
- Examples: “Energetic prospects,” “Vegans,” “Newbie cooking”
- Used for: Sending particular (“customized”) campaigns and content material to completely different teams of individuals in your record.
Personalised electronic mail campaigns
- Personalised electronic mail campaigns definition: E mail sequence you ship to a particular phase, based mostly on their potential curiosity within the content material.
- Examples: Folks with the tag “vegan” obtain your vegan recipe sequence. Folks tagged with “Meat lovers” obtain your hamburger recipes sequence.
- Used for: sending particular promotions and content material to segments of your electronic mail record.
For instance, think about you’re a chef with an electronic mail record who sends cooking tricks to your subscribers. You’ve got a formidable assortment of vegan recipes, however you understand not all of your subscribers are excited by 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 electronic mail tags are available.
You ship out a multiple-choice ballot to the folks in your electronic 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 customized electronic 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 desire and the place they’re at in your advertising funnel.
For instance, if you happen to run a pet grooming service and supply an e-book titled “15 Coaching Suggestions for Small Canines” you would possibly tag the folks 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 under Petco sends pet food and canine deal with promotions to prospects 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 should use buy historical past to ship customized product suggestions or unique gives which might be relative to their spending habits.
For instance, within the electronic mail under, Ipsy Magnificence recommends a custom-made record of merchandise it thinks the client could also be working low on.
3 – Curiosity tags
Tag subscribers based mostly on the pursuits and data they specific in your signup kinds, surveys, and polls.
For instance, in our weblog welcome marketing campaign, we ask what subjects subscribers are most excited by studying about, and tag them in line with their solutions, so we will ship related content material.
Within the electronic 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
Monitor how subscribers work together together with your emails and web site, together with electronic mail opens, CTA clicks, and deserted carts.
This allows you to ship quite a lot of electronic mail campaigns, resembling
- Re-engagement electronic mail campaigns designed to win again the curiosity of people that haven’t opened or engaged together with your emails recently.
- Vacation campaigns that align with the kind of electronic 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 establish individuals who expressed an curiosity in particular subjects.
5 – Advertising funnel tags
For firms that provide companies resembling teaching, health coaching, monetary planning, and so forth, you may tag electronic mail subscribers based mostly on the place they’re at within the advertising funnel.
You possibly can tag subscribers on this approach through the use of behavioral indicators resembling:
- Which electronic 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 would possibly tag and phase in line with the advertising funnel:
Ship consciousness stage content material, resembling “Easy methods to arrange your life in 5 minutes a day” to individuals who work together with basic content material about your trade.
Ship consideration stage content material, resembling “How to decide on the very best life coach on your wants” to individuals who know what they want however are simply studying about what forms of companies can be found.
Ship decision-stage content material, resembling 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 evaluations and referrals.
6 – Occasion tags
Label subscribers who’ve attended your occasions, resembling webinars and workshops.
Occasion tags allow you to ship follow-up content material with related lead magnets (resembling an unique e-book or occasion recording) and particular gives.
For those who attend in-person occasions, you may create a signup kind in your cell machine to gather new subscriber emails in individual. Then use tags to remind you which ones occasion you met them at.
You possibly can even arrange an automatic welcome electronic mail sequence 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 publication:
These are solely six of the numerous methods to tag electronic mail subscribers for segmentation and customized campaigns.
For those who’re simply getting began with electronic mail segmentation, select one of many tagging kinds above that will help you personalize your electronic mail content material.
As you turn into extra comfy with tagging and segmentation (it gained’t take lengthy), you may broaden to different forms of tags.
Easy methods to create an electronic mail tag (utilizing AWeber)
To start creating electronic mail tags in AWeber, begin by figuring out what sort 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 under for step-by-step directions on the way to create and assign electronic mail tags.
After you create tags, you’ll assign them to segments which you’ll then join them to automated, customized electronic mail sequence.
E mail tagging for advertising personalization
Tagging and segmenting your electronic mail record enables you to personalize content material in a approach that’s virtually sure to extend your electronic mail advertising ROI.
On this information, we’ve defined what electronic mail tagging is and the way it integrates with segmentation so you may ship custom-made emails to teams of individuals in your subscriber record.
If 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 at the moment and begin personalizing your electronic mail advertising very quickly!
