How to Make Email Marketing Work for You

The meaning of ‘email marketing’ can vary from sending out regular emails to your subscribers to engage with them on a regular basis to sending out special offers to users who visit your website. There are a variety of email marketing services available to entrepreneurs and small businesses, each offering something different. Before committing yourself to one platform, you should consider what email marketing means to you and your business. 

Make Email Work For You By Developing A Comprehensive Routine

To get the most from your email marketing tool, it is essential to establish and follow a comprehensive routine. As a new user, you will most likely be prompted to set up a series of emails to introduce you to the platform. Once you have registered an account, you will be asked to confirm your email address. You then need to follow a series of steps to set up your first email.

In addition to setting up automated emails, there are several other things you can do to make sure your emails are not ignored or go untouched by your readers. One of the simplest yet most effective things you can do is to create a special email address for your business. For example, if your company’s domain is, you could create a special address using the format Setting up a special email address is a great way to ensure your emails reach your subscribers’ inboxes.

Another important step is to identify your target audience. Without knowing this, it is almost impossible to craft the right messages for the right people. To get the most out of your emails, you need to find the right prospects and send the right messages to them. In the following sections, we will discuss how to find your target audience and build a mailing list.

Finding Your Target Audience

The first step in getting the right results from your email marketing is to find your target audience. As a business owner or marketer, you will already be aware of the importance of identifying your target audience and crafting your marketing messages to them. When it comes to email marketing, knowing who your ideal customer is and crafting your messages to meet their needs and expectations is essential for creating effective content. Knowing who your subscribers are and what they want is the key to creating an engaging experience. For example, if you know that your subscribers like interacting with companies that provide luxury goods, you can incorporate a high-end brand into your marketing materials to increase the chance of them interacting with you. This is why it’s important to develop a clear picture of your target audience before you start creating content.

Your Target Audience: Demographics And Behaviour

To find your target audience, you need to understand both demographics and behaviour. From a demographic standpoint, you need to consider things such as age, gender, location, and interests. From a behavioural standpoint, you need to think about things such as reading motivation and how they respond to marketing messages and calls to action (CTAs).

To get the most out of your email marketing, it is essential to target the right audience. If you are not sure who your target audience is, ask yourself the following questions: Who am I writing this email marketing piece for? What do I hope to achieve from this email marketing campaign? Where do I think my target audience is?

From a gender standpoint, you need to think about things such as

  • mainstream versus niche audiences
  • high-earning versus low-earning customers
  • daily active users versus one-time users
  • men versus women
  • parent versus child

A 2018 HubSpot Blog article from Lead Generation World Report states the average person opens up to four email newsletters each day. Furthermore, email marketing services report that users open up to 20 email messages per day on average. Based on this, you can see that email is a busy platform for users and entrepreneurs to stay connected to their audiences.

From a location standpoint, you need to consider things such as

  • urban areas versus suburban areas
  • large cities versus smaller towns
  • east coast versus west coast
  • Canada versus United States
  • metro areas versus non-metro areas
  • major cities versus other locations
  • Hi-Tech centers versus other areas

You can segment your audience based on what they are interested in. You can use your interests to determine what types of content you should create. Things such as travel, food, fitness, family, and hobby interests can help you determine the content you should use to engage with your audience.

How To Build A List

Once you have found your target audience, you can start to build your list. It is important to note here that you will not automatically be put onto a list when you sign up for an email marketing tool. You can sign up to become a member of a mailing list by following the instructions provided by the email marketing platform.

Your mailing list should not be considered as a passive recipient of promotional emails. Your mailing list is a key component in your email marketing strategy, and you should treat it as such. A 2018 BizEaze webinar reports that 45% of businesses that sent out an email to their subscribers said they saw a 41% increase in organic traffic and sales as a direct result of their email marketing efforts.

You can grow your email list in several ways. One of the simplest yet most effective ways is to simply ask your subscribers for their email addresses. As mentioned earlier, most email marketing platforms allow you to set up automatic emails that will build and maintain your list. You can also send out short-form surveys asking your audiences for their input on various topics. At the end of the survey, you can encourage your respondents to join your email list.

You can follow up with a simple email that contains a single opt-in offer, or you can craft an email that contains multiple offers. The choice is entirely up to you, but make sure you are presenting your best foot forward by using offers that are relevant to your target audience.

Email As A Marketing Channels

Once you have built your list, you can start using email as a marketing channel. The advantage of email marketing is that you have a large and engaged audience that you can easily target with relevant offers. You can use a variety of platforms to send out your emails, including Gmail, Outlook, and a host of mobile email clients.

You can also take advantage of various email marketing tools to segment your audience, track the success of your campaigns, and grow your email list.

Depending on your niche, you can use email marketing to distribute content, offer deals, and more. One of the simplest yet most effective ways of using email marketing is to send out automated emails at regular intervals. Just make sure you follow up with a relevant and engaging message to encourage them to take further action. If you are using email marketing to promote your webinar or workshop, you can design a special offer for attendees.

Let’s look at a few examples of how businesses are utilizing email marketing to grow their reach and impact.

A Travel Agent’s Email Marketing Strategy

A travel agent’s email marketing strategy focuses on expanding their reach to consumers who are interested in luxury travel. To do this, the agent creates a special offer just for subscribers of their email list. The special offer is a discount on a luxurious holiday package that includes flights, accommodation, and a tour guide. The discount is available for a limited time only, which encourages subscribers to act quickly.

The email marketing strategy from the travel agent example is very simple but effective. They target affluent, millennial audiences interested in luxurious travel packages and offers that are only available for a limited time. Furthermore, the email contains a clear call to action in the form of a CTA to visit the agency’s website for more information.

An E-commerce Site’s Email Marketing Strategy

An e-commerce site’s email marketing strategy is considerably more complex, as they are simultaneously reaching out to consumers, growing their list, and engaging with them on a frequent basis. To start, the e-commerce site creates a special offer for users who sign up for their email list.

This is a common practice among e-commerce sites. When a user signs up for their email list, the platform automatically adds them to a special list called a ‘thank you list’. The e-commerce site then sends them a series of emails, encouraging them to make further purchases. The more the user buys, the more personalized and exclusive content the e-commerce site sends their way. This is called ‘commerce micro-segmentation’ and it’s a common practice among e-commerce sites.

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