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Email Marketing Guide 3: Targeting

1. Introduction

Email targeting is one of the most important words in a successful marketer's vocabulary. It is the biggest "take away" we can give any business looking to embark on successful email marketing campaigns. Email targeting, along with sending that target the relevant content they want, is what makes you stand out in the inbox. It's what gets you opened.

Targeting relates to several aspects of your email marketing:

• WHO you are sending to.
• WHAT you are sending.
• WHEN you are sending it.
• And HOW OFTEN you are sending it.

There are several elements involved in creating targeted email marketing. Firstly it is important to understand the cycle of your products and services. This will in turn help you decide the frequency of your email marketing, help you create relevant content and ensure that you are sending it to the correct database, whether its an in-house database or a rented list.

Areas covered in this guide

• > Introduction
• Understanding customer life cycles
• Should you build or rent your email lists?
• Building an email database
• Renting an email list
• How frequently should you email?