How To Target Your Email Campaign

Time is of essence and is one of the most crucial resources in business since there is no way to get back lost time

. Therefore, wasting someone else"s time is a bad way to conduct a business relationship.

This rule also applies to email as it takes time to read and discard irrelevant emails. It is imperative to provide value to a recipient"s "time cost" of viewing your campaign. Targeted email marketing campaigns is one way to achieve this goal.

Targeting is basically focusing your marketing campaign on a specific niche. A targeted email marketing campaign has two factors that you need to consider - targeting the message and targeting the list.

Targeting your message means customising your message to cater to your target audience. For instance, you may have two pitches for your product- one that details the tremendous cost savings from using the product whilst the other concentrates on the fundamental new features of the product. You can also target the creative used for the email marketing campaign and you might have two versions- one may feature creatively designed text that flies across the screen whilst the other uses a clean list of bullet points.

Targeting your email list is also important since targeted messages will be more effective when sent to an appropriate group of recipients. In relation to the above example, you would actually send the cost savings information to finance people and the product feature pitch and technical information to technical people.

Keep in mind though to not take shortcuts or gather email lists from unreliable resources. Instead use proper and ethical ways to build your own list otherwise your email campaign will almost definately backfire.

The most important rule of an effective targeting is simple-figure out what your target group wants and offer it to them. This can be achieved by asking your existing customers and sending a test campaign to a sample targeted group.

Once you have the attention of the recipient, the biggest factor to obtain a positive response is typically how useful the offer is perceived to be. Providing something that is actually of value that really speaks to the target is imperative.

It is extremely important to choose a convincing creative together with a message that perfectly suits your targeted group. For instance, more creative people like marketing managers and consumers respond best to highly creative email marketing campaigns and people in high tech line of business on the other hand responds to text and interactive emails from organisations they know and trust.

So unless you have unlimited budget for all your marketing efforts, you need to ensure that every pound you invested counts. Targeted email marketing campaigns is essential otherwise much of your best efforts will be wasted. Target accurately so your campaign will not miss the target or even work against you. Deliver the right message to the right group of recipients, and rest assured that the campaign results would hit the bull"s eye and boost your profits.

by: George Huckle

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