Intermediate/ Digest...

Here are nine easy-to-use ideas on how to perform segmentation by activity.

1. Resend your newsletter with another subject line to those who haven't opened the previous one within a few days.

2. Resend your email campaign with a new call to action to those who opened but haven't clicked.

3. Prepare another email campaign with a completely different offer to those who haven't clicked on the previous one.

4. Offer a switch from promotional to informative and educational newsletters to those who always open but never click.

5. Research which links recipients have clicked on and send them additional information or a special offer about the issue they are especially interested in.

6. Dare to send newsletters more frequently or some extra offers to the most active clickers.

7. Change not only the subject field but also the sender name to a more personal one.

8. Send a text message to those who haven't opened your email if the campaign requires some urgent action.

9. Prepare a compelling re-engagement campaign to those who haven't opened your emails for some months.

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I recently spoke to a HubSpot customer service rep for answers to a problem. Later, I received a follow-up email that impressed me. Here's why.

Key excerpt...

You can use email campaigns to market, persuade, inform, motivate, but what are the steps to get your emails performing more effectively?

• Who is your audience? What makes them tick? Get a firm understanding of what motivates the segment that you are reaching with a particular email campaign. Design content that speaks directly to recipients… and you’ll be surprised at the results.
• What is the next step you want them to take by reading your email? Cluttering your emails with too many links, images, call to actions, and next steps may seem as if you are solving multiple problems at once, but you aren’t helping your reader in any way. An e-mail reader confronted with too many choices will make one fateful choice: Delete.
• Build a subject line that tells them exactly what they are getting themselves into by opening your email. Cute, clever, catchy is fun, but clear, concise communication is effective at getting emails opened. Remember: People can’t perform the desired action you want them to do if they don’t open your email.
• The data tells the truth. Scour your email open, click-through data to see how people are responding to your offers. Find the best day and time for your audience to open and respond to your message. Don’t just draft, design, and send your email when it’s ready for production. Look back historically and see when your customers are most likely to take an interest in your messages.

With recent studies showing that 50% of leads are qualified but not yet ready to buy, the question is no longer “should you invest in lead nurturing,” but rather, “can you afford not to?

Condensed...

Start with the following four simple drips to get the hang of building targeted, effective campaigns.

• The Post-Event Drip
• The Renewal Time Drip
• The New Customer Drip
• The Topic Drip

Pick a common pain point that will grab your audience’s attention and compile content around it, then figure out how you can gradually and naturally move from this topic into other features and benefits of your product. Once you’ve built out this first topic drip and figured out a logical flow of content, building out other topic drips that cater to the priorities of your other prospects will be a cinch.