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.

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
• Opting out
• Address List
• Sending your email
• Avoiding Spam Filters
• Monitoring the campaign
• Regular communications

About Prolateral

Prolateral Consulting is in business to put your organisation back in control of your own Information Technology, specialising in information and messaging security, computer forensic services, and disaster recovery planing.

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