s. Consequently, some groups will find the particular (and ideally, unique) benefits of your products and services more appealing than others. These are your target markets.

Because email marketing can reach very specific types of people you can take segmentation to some lengths, for highly-

Email marketing gets results but for the kind of results that marketers rave about it’s essential to develop targeted email marketing campaigns – campaigns that identify and reach the people most likely to respond.

Without effective targeting, your email campaign – any marketing, for that matter – will be a hit and miss affair resulting in low response rates and wasted marketing dollars. It will also be a complete waste of the key strength of email marketing: that it can be targeted more effectively than any other marketing.

It simply doesn’t make sense to broadcast to all and sundry when you can focus your efforts – and your dollars – on the people most likely to buy.

Identify your target markets

To identify your target markets, first break down or “segment” your market into groups of people likely to have similar needs and wants. Segmentation can be along any lines you like. For instance, by age group, gender, employment status, location, lifestyle, attitudes, concerns, ethnicity, skill level, and so on.

The idea is to recognise that there is no such thing as an “average” customer. Different types of people have different needs and wants. Consequently, some groups will find the particular (and ideally, unique) benefits of your products and services more appealing than others. These are your target markets.

Because email marketing can reach very specific types of people you can take segmentation to some lengths, for highly-t

tter – will be a hit and miss affair resulting in low response rates and wasted marketing dollars. It will also be a complete waste of the key strength of email marketing: that it can be targeted more effectively than any other marketing.

It simply doesn’t make sense to broadcast to all and sundry when you can focus your efforts – and your dollars – on the people most likely to buy.

Identify your target markets

To identify your target markets, first break down or “segment” your market into groups of people likely to have similar needs and wants. Segmentation can be along any lines you like. For instance, by age group, gender, employment status, location, lifestyle, attitudes, concerns, ethnicity, skill level, and so on.

The idea is to recognise that there is no such thing as an “average” customer. Different types of people have different needs and wants. Consequently, some groups will find the particular (and ideally, unique) benefits of your products and services more appealing than others. These are your target markets.

Because email marketing can reach very specific types of people you can take segmentation to some lengths, for highly-

sundry when you can focus your efforts – and your dollars – on the people most likely to buy.

Identify your target markets

To identify your target markets, first break down or “segment” your market into groups of people likely to have similar needs and wants. Segmentation can be along any lines you like. For instance, by age group, gender, employment status, location, lifestyle, attitudes, concerns, ethnicity, skill level, and so on.

The idea is to recognise that there is no such thing as an “average” customer. Different types of people have different needs and wants. Consequently, some groups will find the particular (and ideally, unique) benefits of your products and services more appealing than others. These are your target markets.

Because email marketing can reach very specific types of people you can take segmentation to some lengths, for highly-

along any lines you like. For instance, by age group, gender, employment status, location, lifestyle, attitudes, concerns, ethnicity, skill level, and so on.

The idea is to recognise that there is no such thing as an “average” customer. Different types of people have different needs and wants. Consequently, some groups will find the particular (and ideally, unique) benefits of your products and services more appealing than others. These are your target markets.

Because email marketing can reach very specific types of people you can take segmentation to some lengths, for highly-

s. Consequently, some groups will find the particular (and ideally, unique) benefits of your products and services more appealing than others. These are your target markets.

Because email marketing can reach very specific types of people you can take segmentation to some lengths, for highly-targeted email marketing campaigns. There will almost always be an email list/newsletter to match.

However, target markets must remain large enough to justify the time and effort if not the expense (targeted email marketing is cheap) of a dedicated email campaign.

Ideally, you will hit on market segments that are a good size and also underserved by competitors – a niche marketing opportunity. This is why it is worthwhile spending some time on segmentation.

Create a targeted email marketing message

Having identified your target markets, don’t drop the ball with your message.

You will need to develop a separate email message or “creative” for each target market, focusing on their particular needs and wants, and how your particular products or services can fulfil them. Bring your “unique selling proposition” into play, to demonstrate how you can fulfil them better than your competitors.

It’s also important to speak your target market’s language. Use an appropriate style and tone, and words which have the greatest impact with that market. For example, “affordable,” “stylish,” “durable,” “easy-to-use,” “honest,” “fast.”

In short, cr