Does Your Email Campaign Need to Change According to Different Target Markets?

Email marketing is constantly undergoing innovation. It’s an intricate dance of precision targeting, ideation, and connection with the target market. We live in a hyper-competitive, interconnected world. And yet, despite seamless communications within cyberspace, each target market in every geographic location is unique.

Email marketing professionals understand the nuances of different demographics. Cultural nuances, linguistic differences, ethnic and religious tastes, and preferences affect email marketing.

One powerful tool available to media marketing professionals is geolocation tracking technology. Many of the top email marketing platforms have this feature inherently built in. As its name suggests, this nifty technology assists email marketing professionals in discerning the location of their subscribers, followers, fans, and adoptees.

This technology creates tailor-made messaging designed expressly for a segmented target market. The mere notion of geolocation tracking is already years in the making. Email marketing campaigns are the elixir to a universe of marketing challenges.

In essence, geolocation tracking is used to discover where clients, customers, fans, followers, and subscribers are located. It uses their IP address. Whether visitors interact with company emails or business website, it’s entirely possible to determine precisely where the customer is located.

Of course, IP scrambling software such as VPNs can obfuscate location tracking devices, but it’s the exception to the rule. Think of geolocation tracking as a compass that guides you directly to the heart of your audience. This makes marketing that much more effective, efficient, and targeted.

Geolocation targeting works as follows:

• Whenever customers or potential customers interact with your emails, click on links, or visit websites, the IP address gets logged. This is easily matched with a geolocation, database to determine their location.
• Once a customer or potential customer’s IP address is determined, it’s much easier to conduct market segmented email marketing campaigns. The audience can be narrowed down according to country, state, city, town, or rural enclave. That is the beauty of the interconnected web of servers and users - known as the Internet.
• Now, it’s time to drill down into specifics with a hyper-focused email marketing initiative to tailor messaging to each target segment. It is surprising how important location-related differences can shape email marketing campaigns.

There are many attendant benefits to utilizing geolocation tracking for email marketing. Foremost among them is the personalized email. There is no point marketing a lawnmower to people living in New York City, when most of the target market is from upstate New York.

This goes to the heart of personalized content. When you know where your target market lives, what their needs are, and what types of products they prefer, it is much easier to successfully deliver on expectations. Consider a business operating in New York, Chicago, or Minneapolis with a winter clothing range.

With geolocation tracking technology, a pinpoint-precision marketing campaign can do the following:

• Transmit weather specific deals for the target audience – Hot Deals for Summer or Cozy Winter Specials.
• Local events in towns and cities are often top of the agenda for targeted email campaigns. The more personalized and specific the marketing message is, the better.
• Familiarity with local stores builds stronger connections and lasting trust. For example, use this coupon code to buy from your neighborhood store and get a 20% discount.

Geolocation-based email marketing is smarter targeting. It allows for market segmentation by capturing important unspoken information from customers and potential customers whenever they interact with company messaging or online content. Targeted email communications gleaned myriad factors. These include a focus on customer preferences, trends, and local favorites.

From a business point of view, targeted emailing makes sense. It provides a quantifiable measure of where marketing and advertising dollars should be spent. Specific markets may be cash cows, while others may require a big push to get them started. Sometimes, geolocation-based marketing indicates that a company should change direction if a specific segment is continually being targeted to no avail.

Important metrics are gleaned from these campaigns. Notably, CTR (click-through rates), OR (open rates), bounce rates, campaign stickiness, customer loyalty, and other essential marketing data come straight to spam.

Everyone can attest to one undeniable reality: Generic emails have little or no traction with a sophisticated audience—and we all comprise that sophisticated audience today. Customers worldwide respond more positively to personalized emails that align with their needs, purchasing habits, browsing behavior, and budget. Effective email marketing focuses on targeted promotions, location-based messaging, and compelling content that resonates with specific audiences.