LEVERAGING

TIPS FOR EFFECTIVE GEOTARGETING

SUBSCRIBER LOCATION

Is a tool email marketers use to identify where a subscriber is located and then deliver personalized content or offers tailored to that user’s location.

GEOLOCATION:

BEST PRACTICES FOR AN EFFECTIVE AND TARGETED CAMPAIGN:

Use A/B split testing to put your theories into practice by dividing your strategies and delivering these test messages to your user base.

Collect feedback to determine which tactics worked and which were less successful.

Test your target markets

Use upcoming events in a particular location as a trigger to develop localized marketing campaigns. Geo-specific events are particularly impactful for boosting open and click-through rates.

Leverage timely events such as these to keep your brand top of mind and part of the ongoing conversation.part of the ongoing conversation.

Take advantage of timely events

To optimize your geotargeting strategy, integrate your customers’ geolocation data with your billing system, ERP or CRM platforms.

Support geolocation with other marketing tools

These systems will provide additional context for each of your customers, giving you a more accurate, holistic view of their location and preferences.

Exercise caution when using location information to personalize your campaigns.

A A general rule of thumb would be to never reference a location more specific than your customer’s neighborhood, even though you likely have data as specific as a street address.

Don’t cross the line

Offering deals specific to a neighborhood grocery store is incredibly helpful, but mentioning the distance of the store from your customer’s home would be overstepping a boundary.

x

of email marketers stated that personalization and targeting is critical to

current and future success of their email campaigns.

Segmented email campaigns by locations get 62.84% more clicks than non-segmented

campaigns.

Rewards points can be difficult to redeem, because, often, customers don’t know when or where they can actually use them. Make it easy for your customers by setting up a

loyalty program that will help drive sales.

MAP + EMAIL = SUCCESS

To help customers redeem their rewards try creating geo-targeted emails by using an image of a map in your email campaigns. Every map could show the top stores nearby where your customer can

redeem their reward points.

Have your designer add little pins to the stores that are close by!

EMAILS WITH MAPS INCREASED CLICK-THROUGH RATES BY

DID YOU KNOW?

OVER EMAILS WITHOUT MAPS, WITH 31% OF ALL CLICKS GOING TO THE MAP.

SEGMENTING ON GEOLOCATION-SPECIFIC CONTACT ATTRIBUTES ALLOWS YOU TO

ZERO IN ON:

EMAIL TIP:

TIME ZONE OFFSET

COUNTRY

REGION

CITY

ZIP CODE

Look into your geolocation and engagement statistics to see if there are actionable steps you can take to better segment your lists and

optimize your email campaigns.

IT’S NEVER TOO LATE TO START USING YOUR DATA

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