Now more than ever, marketers are using digital marketing strategies to drive consumer acquisition. While we can’t rule out more transitional advertising methods such as billboards and out-of-home (OOH) advertising, email marketing has skyrocketed over the past decade. In fact, according to Statista, “There are 3.9 billion daily email users. This number is expected to climb to 4.3 billion by 2023.” So, what do businesses get out of email marketing? Let’s dive in!
In order to launch a successful email marketing campaign, there are certain elements that we must determine first. Understanding what the overall end-goal of the email blast is essential to formulating the content within it. Do you want to drive traffic to your website? Do you want consumers to register for an event? Another aspect is knowing who your target audience for that specific message is.
Knowing who to target will not only help keep your messaging consistent with the end-goal, but it’ll also make your email relevant and effective. According to HubSpot, “Marketers who use segmented campaigns note as much as a 760% increase in revenue.” Segmenting your audience based on demographics is a vital component to achieving this success.
Consumer Demographics in Action
In healthcare, we are always striving to turn our hospital into the community’s hospital of choice for service. Understanding who our patients are and what care they need is essential in knowing what email to target, and to who. Healthcare marketers use patient demographics, such as age and gender, to their advantage when formulating their email campaigns. For example, let’s say a hospital wanted to send out an email blast announcing a mammogram promotion during National Breast Cancer Awareness Month in October. Women between the age of 40-50 should become more aware of the risks associated with breast cancer. By knowing these important demographics, the hospital marketing team can then send out the email blast to women in their primary and secondary service areas who are within that age range. This will allow the hospital to reach consumers who can actually result in conversion, whether it’s scheduling their mammogram screening or visiting their website to learn more.
Trying to determine the right message for a marketing campaign is important to a marketer. However, knowing who to target is essential for a business. Targeted market segmentation by demographics can not only help maintain consistency and direction within a marketing strategy, but it will also help ensure you are on track with moving the needle from awareness to action.
Did you enjoy this post? Learn more about three methods all healthcare marketers can use to study consumer behavior on my last post.