Modern email marketing does not stand still and current strategies are more and more aimed to the personalization and client segmentation techniques. Addressing clients by name is no longer enough to launch effective personalized campaigns in 2020. Customer expectations are getting more complicated every day, that's why each company should adapt fulminantly to all client’s needs.
Today’s technologies based on advanced marketing automation software and artificial intelligence allow maximum flexibility to accommodate the customer’s needs and interests as soon as possible. These primarily include AMP-powered mails, advanced segmentation, multilingual features and geomarketing.
Let me dwell a bit on geomarketing, one of the most important strategy based on the adaptation of email campaigns to the local target audience.
What is Geomarketing?
Geomarketing is a way to boost sales and email open rates by sending messages based on the region of a potential buyer. This approach can be very successful, because the subscriber receive the relevant and most useful proposal at the moment. Such a geomarketing tool might be really useful for the following organizations:
- logistics companies;
- gas stations;
- ecommerce companies;
- entertainment companies: cinemas, children’s centers, etc.;
- HoReCa: cafes, restaurants, etc.
After all, the location-based communication makes marketing more targeted by sending an actual offer to the right segment at the right time.
Why it Matters?
Thanks to geomarketing every marketer can significantly increase the engagement among company subscribers, gain more traffic and potential customers from previously inaccessible local markets around the world. It is a great chance to move the conversation with your clients to higher quality level and improve ROI.
It is noteworthy that geomarketing may be closely related to the multilingual campaigns and geofencing (technology base on sending push notifications to app users that pass a particular area).
What problems does geomarketing resolve?
- Analyze the client traffic and determine the causes of its decrease according to the territorial conditions.
- Find the most profitable zones for opening new stores or online platforms aimed on some specific local audience.
- Predict the territorial scope and potential target audience from local markets.
- Maximize the efficiency of the email campaigns and social marketing
Geomarketing strategy planning includes detailed market size analysis of specific regions and competitive environment assessments. This task is not simple, but can provide a really notable growth of profit from previously non-lucrative segments.
Conclusion
Addressing by name in triggered emails is rather common, but offers relevant in terms of location and residence are rare.
By expanding your set of professional tools, you can reach your goals, achieve great results, optimize costs and beat competitors.