In theory email marketing is not any different than other types of marketing. This means the basic principles of marketing apply to your email marketing efforts as well. One of these most important principles is the importance of reaching your target audience.
The simplest way to reach your target audience is to allow existing customers as well as potential customers to register on your website and decide whether or not they want to receive emails with additional information and advertisements. Sending your email marketing materials to the members of this distribution list is much more effective than sending out a mass email to recipients whose email addresses you purchased.
Segment your audience
Now you have your distribution list rather than just sending the same email message to everyone on your database, you should produce different versions of messages. For example, you have a different relationship with people who have already bought from you compared to those who haven’t.
Remember to structure your campaign email to be more personalised by using the recipient’s name rather than just a "Dear Sir/Madam" email.
Split Testing
When sending an email campaign consider using using split testing (also known as A/B Testing). This is when you design 2 or more emails for the campaign, then you send a small amount from your distribution list email A and another small amount email B. Then based on the successfulness of opens & reads of each message you then send the remaining addresses on the distribution list the email that was the most successful.
In this Series
Don't miss the rest of this series on email marketing. Follow the links below for the full article.
- Introduction
- Your Audience
- The Right Message
- The Law
- Opted in lists
- Opting out
- Address List
- Sending your email
- Avoiding Spam Filters
- Processing bounce backs
- Improving your open rate
- Optimise your email for mobiles
- Using video in your email
- Monitoring the campaign
- Regular communications
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