Email Marketing Tips: #4 Relevance is Key

If you’ve done any marketing before, you know what the term “target market” means. It’s the specific group of people who are going to be the most interested in your business or product — and therefore, it’s who you want to gear your advertising toward. You should always be thinking about your target market in your email marketing campaign. Most likely, your target market will be very similar to the other advertising you do.

However, it’s always a good idea to confirm this. You wouldn’t want to design your email marketing campaign around people 40-60 years old if your subscribers are all 20-35. By now you should know that buying a generic list is both illegal and a dumb marketing move, so you should have a pretty specific group of subscribers that you can analyze.

These are the people who have come to your website and were interested in more information, or people who were interested enough in what your company does to attend one of your events or come into your store. By looking at the kind of people who subscribe to your emails, you should be able to see clearly what kind of groups your subscribers fall into. You have a target market, you just need to determine who that is.

And once you do, make sure that your email marketing campaign is geared toward that group of people. Not everyone is the same.

Is your list mainly prospective clients/customers or are they people you have worked with before? Are they interested in information and tips, or did they subscribe for products and deals? Knowing this information is going to be the key to creating relevant messages and keeping your “list churn” (the amount of people who unsubscribe) down.

Prospective clients and customers want to hear how and why what you offer will benefit them. They want testimonials and incentives. Previous or return clients and customers want to know you care about following up with them — asking how their product or service was and if there’s anything further you can do for them.

Each company’s incentives will look a bit different. Sometimes it’s appropriate to incentivize with monetary deals, like free or reduced-price products and shipping, or a buy-one-get-one-free service or coupons. Sometimes your target market may benefit more from tips and tricks or advice. Think about what is most relevant for your subscribers, and you’ll find that you have a happy list full of people who actually enjoy getting your messages.

And isn’t that the most you could ask for in an email marketing campaign?

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