Success with Targeted Email Marketing
Targeted email marketing involves sharing of
information with prospective and existing customers and generating business
through the list of emailing contacts established through sign ups.
However, it meets with success only if the people
on the list develop a trust and are convinced about getting a good bargain,
which requires a relationship building initiative.
Direct marketing strategies like email marketing use electronic
mail to communicate with potential clients and customers. Known as one of the
successful online marketing strategies, email marketing has yielded excellent
results for brands like GAP, Dell, Kayak.com and hundreds of others, with the
personalised interaction and business specific information reaching a highly
Tips for a Successful Email
- Get started with a list of contacts- This is the toughest and most time-consuming part of targeted
email marketing since getting started with a list is not easy. Sending random
emails is useless since they will get spammed. Therefore it is preferable to
ask customers or a targeted audience to join their list to get their emails of
the following types:
- Customized promotion emails- This involves collecting information about the shopping pattern
of the existing customers and coming up with special promotions that would
appeal to them. Since the promotions are based on consumer preferences these
meet with a high degree of success. Online shopping websites like Amazon use
this strategy regularly.
- Email newsletters- This
is an effective way to share information with customers while adding some
promotional news to keep them informed about new products and services. By
creating awareness for these products, email newsletters yield positive
- Discount coupons- Many
companies tie up with businesses to send out a set of coupons on a daily or
weekly basis, with a specific discount being offered for a particular day. The
business benefits by getting clients, the company earns a commission and the
customers save money. This email marketing strategy has proved to be highly
- The best tools- Email marketing requires some online tools like a good
autoresponder that will deal with subscriber requests, send out previously
prepared emails on specific dates and so on.
- Make the emails attractive,
gripping and personalised- No one wants to waste
time reading an automated mail. A personalized mail containing some useful news
updates and other information presented well and in an interesting manner will
yield positive results. This will require time and effort, or the skills of a
qualified person who can handle this for your business.
A successful targeted
email marketing campaign survives on quality and the readers’ trust that must
never be lost.
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