Each person on your email list is unique: In a real conversation, you wouldn’t talk to VIP clients in the same way you would talk to new leads. So why would you send them the same email? Short answer: You shouldn’t.
You can use tags and segments to send emails that cater to the specific needs and interests of your subscribers. Tagging is easier — and more important — than you think. Here’s why:
The days of one-size-fits-all email marketing are gone. Your audience expects to get interesting emails — with topics they care about. But your subscribers are snowflakes! They don’t all care about exactly the same things.
The more your audience likes your emails, the more they will open your emails: it’s simple psychology. So to get the best results, you need to send multiple targeted, personalized emails rather than one general email to everyone.
By delivering hyper-relevant content to those who are most interested in it, your subscribers will open, click, and purchase more.
Don’t worry, it’s not rocket science to do! In this post, we’ll cover how to use tags to create more targeted segments (or groups) of subscribers and increase your engagement.
What is an email tag?
Tags are simple words or short phrases you use to categorize and group your subscribers based on their interests, behaviors, or other shared attributes.
For example, you could add “prospects” and “customers” tags to your subscribers based on whether they’ve bought from you yet.
Or, a cookbook author could add tags for “vegan,” “paleo,” and “vegetarian” to their subscribers — indicating which recipes that group may be interested in seeing.
In essence, tags are simply labels composed of a few words to help organize and classify your contacts. Think of tags as virtual sticky notes about a specific subscriber that tells you more about them than just their name and email address.
For example, you can add email marketing tags automatically when a subscriber:
Fills out a custom field on your sign up formTakes a specific action on your websiteInteracts with an email or landing page.
You can also bulk-add tags to a group of your subscribers during or after uploading them into your email account.
Apply tags to each of your subscribers at any time — later, when you’re sending emails, you can offer more targeted content and even trigger automated campaigns.
What is the difference between an email list and an email tag?
An email list is a group of people who have opted-in for your emails because they have an interest in your content or products. You can set up one list and tag your contacts based on what you know about them. Or you can set up multiple email lists based on different sign up forms or landing pages.
The downside of having multiple lists is that you can have the same contact on different lists. For example, someone is on your product list because they brought a product, but they are also on a lead magnet list because they downloaded a piece of free content. If you send the same content to different lists, people on more than one list may receive duplicate contact.
But using one large list without tags can be risky, too. Without categorizing your subscribers appropriately you run the risk of sending irrelevant email content to some of your subscribers.
How do you use tags in emails?
Simply categorizing your subscribers with tags is important; but the true value comes into play when you use these tags to send different types of content to different audiences.
For example, the cookbook author from above may send two emails promoting their new cookbook:
To subscribers tagged “vegan” they use a vegan pasta recipe to promote the bookTo all other subscribers, they show a salmon recipe to promote the book
The same book has recipes for everybody, but the author is likely to sell more copies by sending recipes relevant to each group of subscribers.
The first, and maybe most important, part of tagging for email is deciding how to categorize your subscribers — which tags should you give them?
Related video: How do I use tags in my email marketing.
Read more: blog.aweber.com