Targeted Email

Targeted Email

This method of email marketing is a solid and proven promotional technique that pays off with a little prior planning and email list segmentation.

Much of the email that consumers receive today is targeted to their personal or lifestyle preferences. Of course there are still the wildcard kind of messages that everyone receives but messages that are based on either previous purchases or identified in opt-in or double opt-in subscriber methods have made it much easier for email marketing professionals to cater to everyone on their lists.

If a business started out with a single subscriber list, it can with a few modifications to their signup form, give customers choices that will identify them by any number of special interest categories or merchandise preferences. The lists can be further specialized by offering how many times per week/month a subscriber wishes to receive messages. Once the subscription choices have been identified, a simple email newsletter, with a call to action link, that offers the new categories to subscribers is sent to all. This is a good idea to do if or when new campaigns are designed or lists need to be further segmented.

Once the different classes or interest groups are added into the targeted mailing lists, everything from a simple postcard layout to an email newsletter packed with interesting content, special offers, or the occasional freebie can be sent to those specific subscribers. Now comes the part where the campaign tracking data is analyzed and quite possibly tweaked here and there.

Executing this type of action plan or targeted approach can be used to determine return on investment (ROI) as prospects are tracked and become customers. This holistic email marketing campaign strategy works to maximize response while minimizing costs.

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