By Rhonda Bradley Could 20, 2024
While you’re on the skin trying 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 identify within the e-mail greeting as an alternative of ‘Pricey Sir or Ma’am.”
As we speak, personalization means delivering the fitting content material to the fitting folks on the proper time.
And the place personalization was as soon as a pleasant perk, now customers anticipate it — and lots of aren’t keen to do enterprise with you should 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 may 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 folks in your e-mail listing.
Electronic mail tagging helps you to categorize your subscribers into totally different teams of individuals (“segments”) primarily based 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 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 on your “Mediterranean Weight loss program Cookbook.”
👉 The great thing about e-mail tags is that (with the fitting e-mail advertising platform) when you set them up, you’ll be able to automate the entire process of sending of personalised e-mail collection that ship the fitting content material to the fitting folks.
For instance, after I hadn’t used the Day by 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.
![Email from Daily Burn that used email tagging to target me based on previous content I engaged with](https://blog.aweber.com/wp-content/uploads/2024/05/image-1024x784.jpeg)
In one other instance, Sheet Music Plus is aware of that I like to purchase piano sheet music.
The corporate (or quite, 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.
![Email example from Sheet Music Plus that used email tagging for marketing to send me an email based on previous interest](https://blog.aweber.com/wp-content/uploads/2024/05/image-1-1024x655.jpeg)
Your subscribers may 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 function of e-mail tagging?
Electronic mail tags categorize your subscribers for higher, extra personalised e-mail advertising outcomes.
Tagging helps you:
- Arrange your e-mail listing: 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 useful, related content material to every subscriber primarily based on their distinctive tag profile
Why e-mail tags matter to companies and entrepreneurs
Electronic mail tagging helps 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 immediately’s customers choose personalised content material, however most of them anticipate it.
A latest report by McKinsey discovered that 71% of customers expect companies 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.
Electronic mail tags allow you to separate your complete 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 may help you phase your listing into curiosity teams.
Nonetheless, the true advantages of e-mail tagging lie in behavioral-based tagging.
Behavioral tagging labels subscribers primarily based on their interactions together with your emails and web site. It helps you to arrange tagging, segmentation, and campaigns primarily based on behavioral knowledge corresponding to which emails folks open, CTAs they click on on, purchases they make, and extra.
For instance, a clothes retailer may ship suggestions for ladies’s shorts to girls who’ve bought shorts from them up to now, as Free Folks does within the e-mail under.
![An email example from a clothing store which used tags to send content](https://blog.aweber.com/wp-content/uploads/2024/05/image-2-986x1024.jpeg)
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 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 shall be used. This provides you full management over how your subscribers are categorized and what content material they obtain.
Electronic 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.
Electronic mail tags are inside key phrases you assign to totally different folks. 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.
Electronic mail tags
- Electronic mail tags definition: Inner key phrases you assign to particular person subscribers
- Instance: “Buyer,” “Vegan,” “Newbie cook dinner”
- Used for: Labeling subscribers in response to their pursuits and conduct
Segments
- Segments definition: Teams of subscribers primarily based on shared standards.
- Examples: “Energetic clients,” “Vegans,” “Newbie cooking”
- Used for: Sending particular (“personalised”) campaigns and content material to totally different teams of individuals in your listing.
Customized e-mail campaigns
- Customized e-mail campaigns definition: Electronic mail collection you ship to a selected 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 a powerful assortment of vegan recipes, however you realize not all of your subscribers are fascinated 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 listing!
That is the place e-mail tags are available.
You ship out a multiple-choice ballot to the folks in your e-mail listing asking what kind of meals they like greatest. One of many selections is “vegan.”
Individuals who examine “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 response to the lead magnets they obtain. This sort of tagging helps you perceive what kind of individuals choose and the place they’re at in your advertising funnel.
For instance, should you run a pet grooming service and provide an book titled “15 Coaching Suggestions for Small Canine” you may tag the people who obtain the book as “Small canine lead magnet.” Or, you may tag them with two totally different labels: “Small canines” and “Canine coaching.”
Within the instance under Petco sends pet food and canine deal with promotions to clients tagged as canine house owners.
![Email example from Petco](https://blog.aweber.com/wp-content/uploads/2024/05/image-3-1007x1024.jpeg)
2 – Buy historical past tags
Tag subscribers in response to their previous purchases, buy classes, or the quantity and frequency of their purchases.
![Applying tag automation inside AWeber](https://blog.aweber.com/wp-content/uploads/2021/12/tag-on-purchase-aweber.jpg)
You should use buy historical past to ship personalised product suggestions or unique gives which might be relative to their spending habits.
For instance, within the e-mail under, Ipsy Magnificence recommends a custom-made listing of merchandise it thinks the client could also be operating low on.
![Email example from Ipsy Beauty](https://blog.aweber.com/wp-content/uploads/2020/11/Ipsy-Beauty.jpg)
3 – Curiosity tags
Tag subscribers primarily based 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 fascinated by studying about, and tag them according to their answers, so we will ship related content material.
![Creating an automated email sequence in AWeber based on email click tags](https://blog.aweber.com/wp-content/uploads/2021/12/campaign-click-tag.gif)
Within the e-mail instance under, Attract Magnificence promotes its newest nail merchandise to individuals who have proven an curiosity in them up to now.
![Email example from Allure where they sent me an email for nail polish based on an email I previously clicked](https://blog.aweber.com/wp-content/uploads/2024/05/image-4-1024x919.jpeg)
4 – Engagement tags
Observe 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, corresponding 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 specific messages in your marketing campaign.
This helps you determine individuals who expressed an curiosity in particular matters.
![Setting up an automated email sequence in AWeber based on a tag from a previously opened email](https://blog.aweber.com/wp-content/uploads/2024/05/image.gif)
5 – Advertising funnel tags
For firms that supply companies corresponding to teaching, health coaching, monetary planning, and so forth, 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 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 observe may tag and phase in response to the advertising funnel:
Ship consciousness stage content material, corresponding to “Tips on how to manage your life in 5 minutes a day” to individuals who work together with basic content material about your trade.
Ship consideration stage content material, corresponding to “How to decide on the perfect life coach on 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, corresponding 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 evaluations 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.
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 individual. Then use tags to remind you which ones 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:
![Lead magnet landing page example for a podcaster email marketing guide](https://blog.aweber.com/wp-content/uploads/2021/12/podcast-landing-page-1022x1024.jpg)
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 grow to be extra comfy with tagging and segmentation (it gained’t take lengthy), you’ll be able to develop to different sorts of tags.
Tips on how to create an e-mail tag (utilizing AWeber)
To start creating e-mail tags in AWeber, begin by figuring out what kind 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 under for step-by-step directions on the best way 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.
Electronic mail tagging for advertising personalization
Tagging and segmenting your e-mail listing helps 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 custom-made emails to teams of individuals in your subscriber listing.
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!
Sign up for your AWeber account today and begin personalizing your e-mail advertising very quickly!