Email marketing is a powerful strategy used by businesses to promote their products and services, nurture customer loyalty, and drive conversions. It allows businesses to connect with their target audience directly through their inbox, delivering valuable content, discounts, and updates. With email marketing, businesses can build relationships, increase website traffic, and engage customers between purchases. This marketing channel has been around since the early days of the internet, gaining popularity in the 1990s. Today, it remains one of the most effective digital marketing strategies, with a higher ROI than social media and other channels. In this article, we will explore the benefits, types, and best practices of email marketing, as well as provide insights into successful campaigns and tools.
- Email marketing is a highly effective digital marketing strategy that allows businesses to promote products and services, strengthen customer loyalty, and engage with their target audience.
- It offers numerous benefits, such as building relationships, increasing traffic, segmenting emails, conducting A/B tests, and targeting specific audiences.
- Email marketing has a higher ROI and drives more conversions than social media, making it an essential component of any digital marketing plan.
- Personalization, relevance, and alignment with branding across all touchpoints are key to engaging subscribers and achieving email marketing goals.
- Email campaigns should be optimized for mobile devices, tested for open rates and click-through rates, and tracked and analyzed using email marketing and web analytics tools.
Introduction to What is Email Marketing
Email marketing is a powerful digital marketing strategy that involves using emails to promote products and services, as well as strengthen customer loyalty. It allows businesses to communicate with their audience directly, informing them about new products, discounts, and services. This less intrusive sales method can effectively convey the value of a brand and engage customers between purchases.
Definition of Email Marketing
Email marketing is the use of emails to promote products and services and strengthen customer loyalty. It involves sending promotional messages to people in mass quantities to generate sales, nurture leads, or expand the impact of content marketing efforts. It requires an email list, an email service provider (ESP), and clearly defined goals.
Purpose and Benefits of Email Marketing
The purpose of email marketing is to build relationships with the target audience and increase traffic to a blog, social media, or other desired locations. It can be used for lead generation, brand awareness, relationship building, and customer retention. The benefits of email marketing are numerous. It allows businesses to build relationships with their audience, increase traffic, segment emails, conduct A/B tests, and target specific audiences. Email marketing has the highest ROI of any marketing channel available and is 3x more prevalent than Facebook and Twitter combined. It is also 6x more likely to result in a click-through than Twitter.
History and Evolution of Email Marketing
The first email was sent in 1971, and email marketing became popular in the 1990s with the commercial availability of the internet. Since then, email marketing has evolved into a highly effective digital marketing strategy. It has a user base of over 4.5 billion people and remains one of the most widely used forms of digital communication. Email marketing allows businesses to own their connections and avoid algorithm changes that can impact reach. Despite the rise of social media and other marketing channels, email marketing continues to be ranked as the most effective marketing channel, beating out social media, SEO, and affiliate marketing.
In conclusion, email marketing is a powerful tool for businesses to promote products and services, build relationships with their audience, and achieve their marketing goals. With its high ROI, wide reach, and ability to personalize and segment emails, email marketing should be an essential component of every digital marketing plan. By understanding the value of the email list and implementing effective email marketing strategies, businesses can drive conversions, engage subscribers, and achieve long-term success.
Types of Email Marketing
Email marketing is a powerful tool for businesses to promote their products and services, as well as strengthen customer loyalty. By utilizing emails, businesses can inform customers on their email list about new products, discounts, and services. This less intrusive sales method allows companies to convey the value of their brand and engage customers between purchases.
One of the most common types of email marketing is the welcome email. This type of email is sent to new subscribers or customers to welcome them and introduce them to the brand. Welcome emails provide an opportunity to make a positive first impression and set the tone for future interactions.
Newsletter emails are a popular way for businesses to keep their subscribers informed about the latest updates, news, and content. These emails typically contain valuable information, industry insights, and exclusive offers to keep subscribers engaged and build a sense of community.
Lead Nurturing Emails
Lead nurturing emails are designed to guide potential customers through the sales funnel and convert them into paying customers. These emails provide relevant and targeted content to nurture leads, address their pain points, and build trust. By delivering valuable information and personalized offers, businesses can increase the likelihood of converting leads into customers.
Confirmation emails are sent to customers after they have completed a specific action, such as making a purchase or signing up for a newsletter. These emails serve as a confirmation of the action taken and provide an opportunity to thank the customer, provide order details, and offer additional products or services.
Targeted emails are tailored to specific segments of the email list based on factors such as demographics, interests, or past purchase behavior. By delivering personalized content and offers, businesses can increase engagement and conversion rates.
Invitation emails are used to invite subscribers or customers to events, webinars, or exclusive offers. These emails create a sense of exclusivity and urgency, encouraging recipients to take action and participate in the event or offer.
Promotion emails are specifically designed to promote products, services, or special offers. These emails often include compelling visuals, persuasive copy, and clear calls to action to encourage recipients to make a purchase or take advantage of the promotion.
Survey emails are a valuable tool for businesses to gather feedback, insights, and opinions from their subscribers or customers. These emails typically include a link to an online survey and provide an opportunity for recipients to voice their opinions and contribute to the improvement of products or services.
Seasonal Marketing Emails
Seasonal marketing emails are sent during specific holidays or seasons to promote relevant products, services, or offers. These emails capitalize on the festive or seasonal spirit to engage customers and drive sales.
In conclusion, email marketing offers businesses various types of emails to effectively communicate with their subscribers and customers. By utilizing welcome emails, newsletter emails, lead nurturing emails, confirmation emails, targeted emails, invitation emails, promotion emails, survey emails, and seasonal marketing emails, businesses can engage their audience, build relationships, and achieve their marketing goals.
Building an Email Marketing List
Building an email marketing list is a crucial component of any successful digital marketing strategy. With email marketing, businesses can promote their products and services, strengthen customer loyalty, and engage with their target audience. In this section, we will explore the importance of a quality email list, best practices for building an email list, and how to avoid pitfalls and comply with spam regulations.
Importance of a Quality Email List
A quality email list is the foundation of a successful email marketing campaign. Unlike other marketing channels, email allows businesses to have direct access to their audience, without relying on algorithm changes or platform limitations. With a quality email list, businesses can nurture leads, generate sales, and expand the impact of their content marketing efforts.
A well-managed email list offers several advantages. Firstly, it enables permission-based communication, ensuring that recipients have willingly subscribed to receive emails. This leads to higher engagement rates and reduces the risk of being marked as spam. Secondly, businesses have more control over the platform, as they can customize the design, layout, and content of their emails. This allows for greater personalization capabilities, which can significantly improve the effectiveness of email campaigns. Lastly, email marketing provides easy measurement of success, with metrics such as open rates, click-through rates, and unsubscribe rates providing valuable insights into the performance of email campaigns.
Best Practices for Building an Email List
To build a successful email marketing list, it is important to follow best practices that prioritize quality over quantity. Here are some tips to help you grow your email list organically and effectively:
1. Offer Incentives
Offering incentives, such as exclusive discounts, free downloads, or access to premium content, can entice people to join your email list. By providing something of value in exchange for their email address, you can attract more subscribers and build a list of engaged individuals who are genuinely interested in your products or services.
2. Follow Email Regulations
It is crucial to comply with email regulations, such as the CAN-SPAM Act and the General Data Protection Regulation (GDPR). Ensure that you obtain explicit permission from subscribers to send them emails, provide an easy way for recipients to unsubscribe, and include your physical address in every email. By following these regulations, you build trust with your subscribers and maintain a positive reputation.
3. Engage in Conversations
Engaging in conversations with your customers is a powerful way to build your email list. Encourage website visitors to leave comments, ask questions, or provide feedback. By actively participating in these conversations, you can capture their email addresses and continue the dialogue through email marketing.
4. Send Relevant and Engaging Emails
To keep your subscribers engaged and prevent them from unsubscribing, it is important to send relevant and engaging emails. Segment your email list based on customer lists, demographics, interests, or previous interactions to deliver personalized content that resonates with each subscriber. Provide value in every email, whether it’s informative blog articles, helpful tips, or exclusive promotions.
Avoiding Pitfalls and Spam Regulations
While building an email list, it is crucial to avoid common pitfalls and comply with spam regulations to maintain a positive reputation and ensure the success of your email marketing efforts. Some key considerations include:
1. Avoid Buying Email Lists
Buying email lists may seem like a quick way to grow your email list, but it is highly discouraged. These lists often contain outdated or invalid email addresses, resulting in low engagement rates and a high risk of being marked as spam. Building an organic email list may take more time and effort, but it yields better results in the long run.
2. Test and Optimize Subject Lines
The subject line of an email plays a crucial role in determining whether recipients will open and read it. Test different subject lines and optimize them for open rates. Use attractive and compelling language that sparks curiosity and encourages recipients to click through.
3. Track and Analyze Email Campaigns
Tracking and analyzing your email campaigns is essential for understanding their effectiveness and making data-driven improvements. Utilize email marketing and web analytics tools to measure metrics such as open rates, click-through rates, and conversion rates. This data will provide valuable insights into the performance of your email campaigns and help you refine your strategies.
In conclusion, building an email marketing list is a fundamental step in leveraging the power of email marketing. By focusing on quality, following best practices, and complying with spam regulations, businesses can build a valuable email list of engaged subscribers. With a well-managed email list, businesses can effectively promote their products and services, nurture leads, and strengthen relationships with their target audience.
Effective Email Marketing Strategies
Email marketing is a powerful tool that allows businesses to promote their products and services, strengthen customer loyalty, and build relationships with their target audience. By leveraging the widespread use of email, businesses can reach their customers directly and convey the value of their brand between purchases. In this section, we will explore various strategies to make your email marketing campaigns more effective and successful.
Segmentation and Personalization
One of the key strategies for effective email marketing is segmentation and personalization. By dividing your email list into more targeted groups based on customer lists, newsletter subscribers, demographics, interests, and other factors, you can tailor your messages to specific segments of your audience. This approach allows you to deliver more relevant and personalized content, increasing engagement and response rates. Personalization can be as simple as addressing recipients by their name or as sophisticated as dynamically customizing the content based on their preferences and previous interactions with your brand.
Automation and Triggers
Automation is another crucial aspect of successful email marketing. By utilizing an email service provider (ESP) that offers automation capabilities, you can set up triggers based on user actions to send timely and relevant emails. For example, you can automatically send a welcome email to new subscribers, follow up with abandoned cart reminders, or trigger personalized recommendations based on past purchases. Automation saves time and ensures that your emails are sent at the right moment, increasing the effectiveness of your campaigns.
Email Copywriting Tips
Crafting effective email copy is essential for capturing your recipients’ attention and driving action. To write compelling email marketing copy, you need to know your audience well and understand their needs and desires. Focus on creating a hard-to-ignore subject line that entices recipients to open your email. Use the preview text to provide a glimpse of what’s inside and further pique their curiosity. Make your emails easy to read by using short paragraphs, bullet points, and clear calls-to-action. Leverage storytelling techniques to engage your audience emotionally, and use psychology to your advantage by incorporating elements such as social proof, scarcity, and urgency.
Email Deliverability and Analytics
Ensuring that your emails reach the recipients’ inboxes and tracking their performance are crucial for the success of your email marketing campaigns. Pay attention to email deliverability by following best practices, such as using a reputable ESP, maintaining a clean email list, and avoiding spam triggers. Track and analyze key email marketing metrics, including open rate, click-through rate, and unsubscribe rate, to gain insights into the effectiveness of your campaigns. Utilize email marketing and web analytics tools to monitor and optimize your performance, allowing you to make data-driven decisions and continuously improve your email marketing strategies.
Choosing the Right Email Marketing Tools
Selecting the right email marketing tools is essential for executing your strategies effectively. There are various tools available in the market, each offering different features and capabilities. When choosing an ESP, consider factors such as deliverability, ease of use, automation capabilities, and customer support. Additionally, you may want to consider email deliverability tools to ensure your emails reach the intended recipients’ inboxes. Email testing and tracking tools can help you optimize your campaigns by providing insights into how your emails appear across different devices and email clients. Finally, email personalization tools can enhance your ability to create tailored and engaging content for your audience.
In conclusion, implementing effective email marketing strategies can significantly impact the success of your campaigns. By leveraging segmentation and personalization, automation and triggers, compelling email copywriting, email deliverability and analytics, and choosing the right email marketing tools, you can optimize your email marketing efforts and achieve your desired objectives. Keep in mind that email marketing is an ever-evolving field, and it’s important to stay updated with the latest trends and best practices to stay ahead of the competition.
Maximizing the Success of Email Marketing
Email marketing is a powerful tool that allows businesses to promote their products and services, strengthen customer loyalty, and engage with their target audience. By leveraging the reach and effectiveness of email, businesses can inform their customers about new offerings, discounts, and services, while also building relationships and increasing traffic to their desired locations such as blogs or social media platforms.
Setting Goals and KPIs
To maximize the success of email marketing campaigns, it is crucial to set clear goals and key performance indicators (KPIs) that align with the wider marketing strategy. Whether the objective is to drive signups, generate leads, increase event attendees, or solicit donations, email marketing can be tailored to achieve specific goals. Defining these goals and KPIs will provide a roadmap for success and help measure the effectiveness of email campaigns.
Integration with Wider Marketing Strategy
Email marketing should not operate in isolation but rather be integrated into the wider marketing strategy. By aligning email campaigns with other marketing channels, businesses can create a cohesive and consistent brand experience for their audience. This integration ensures that email campaigns complement and reinforce other marketing efforts, resulting in a more impactful and holistic approach.
Optimizing Email Content and Design
One of the key factors in the success of email marketing is the optimization of email content and design. Emails should be structured using the inverted pyramid model, where the most important information is presented first, followed by supporting details. This format ensures that recipients can quickly and easily grasp the main message and encourages them to take the desired action.
Visual content, such as images and videos, can make emails more eye-catching and memorable. By incorporating visually appealing elements, businesses can capture the attention of recipients and convey their message in a more engaging way. Additionally, personalization and segmentation can improve email engagement and response rates, as recipients are more likely to engage with content that is relevant to their interests and needs.
With the increasing use of mobile devices, it is essential to optimize email campaigns for mobile viewing. Emails should be designed with responsive layouts and fonts that adapt to different screen sizes. This ensures that recipients can easily read and interact with the email content, regardless of the device they are using. By prioritizing mobile optimization, businesses can reach a wider audience and enhance the user experience.
Testing and Optimization Techniques
To maximize the effectiveness of email marketing campaigns, businesses should employ testing and optimization techniques. A/B testing subject lines, for example, can help improve open rates by identifying the most enticing and compelling options. Similarly, testing different calls to action, visuals, and content formats can enhance click-through rates and overall campaign performance. By continuously testing and optimizing email campaigns, businesses can refine their strategies and achieve better results.
In conclusion, email marketing is a valuable tool for businesses to promote their products and services, build relationships with their target audience, and drive traffic to desired locations. By setting clear goals and KPIs, integrating email campaigns with the wider marketing strategy, optimizing email content and design, prioritizing mobile optimization, and employing testing and optimization techniques, businesses can maximize the success of their email marketing efforts. With its high ROI and extensive reach, email marketing should remain an essential component of every digital marketing plan.
Overcoming Challenges in Email Marketing
Email marketing is a powerful tool for businesses to promote their products and services, as well as strengthen customer loyalty. By utilizing emails, businesses can inform customers on their email list about new products, discounts, and services, all while maintaining a less intrusive sales approach. Email marketing allows businesses to convey the value of their brand and engage customers between purchases.
However, like any marketing strategy, email marketing comes with its own set of challenges. In order to achieve success in this digital landscape, businesses must overcome these obstacles to ensure their email campaigns are effective and yield positive results. In this section, we will explore some of the major challenges faced in email marketing and discuss strategies to overcome them.
Competition in the Inbox
One of the biggest challenges in email marketing is the competition for attention in the inbox. With the average person receiving numerous emails each day, it’s crucial for businesses to stand out from the crowd and capture the attention of their target audience. To overcome this challenge, businesses should focus on creating compelling subject lines that entice recipients to open their emails. A well-crafted subject line should be attractive, concise, and convey the value of the email’s content.
Building and Maintaining a Clean Email List
Another challenge in email marketing is building and maintaining a clean email list. It’s important for businesses to have a high-quality email list that consists of engaged subscribers who are interested in their products or services. To overcome this challenge, businesses should avoid buying email lists and instead focus on organic list-building strategies. Engaging in conversations with customers, providing valuable content, and following email regulations can help businesses build a clean and engaged email list.
Navigating Rules and Regulations
Email marketing is subject to various rules and regulations, such as those outlined in the CAN-SPAM Act. Businesses must ensure that their email campaigns comply with these regulations to avoid legal issues and maintain a positive reputation. To overcome this challenge, businesses should familiarize themselves with the rules and regulations governing email marketing and ensure that their campaigns adhere to these guidelines. This includes providing clear opt-out options, including physical addresses in emails, and honoring unsubscribe requests promptly.
Deliverability and Spam Issues
Deliverability and spam issues can significantly impact the effectiveness of email marketing campaigns. If emails end up in the spam folder or are not delivered at all, businesses miss out on opportunities to engage with their target audience. To overcome this challenge, businesses should focus on maintaining a good sender reputation by sending relevant and engaging emails, avoiding spam trigger words, and regularly monitoring email deliverability metrics. Additionally, businesses can utilize email deliverability tools to ensure their emails reach the intended recipients’ inboxes.
In conclusion, while email marketing offers numerous benefits, businesses must be aware of and overcome the challenges that come with this strategy. By effectively addressing the competition in the inbox, building and maintaining a clean email list, navigating rules and regulations, and tackling deliverability and spam issues, businesses can maximize the impact of their email marketing campaigns and achieve their marketing goals.
Future of Email Marketing
Email Marketing Trends and Innovations
Email marketing has come a long way since its inception in 1971. As technology continues to evolve, so does the future of email marketing. Marketers are constantly adapting their strategies to keep up with changing consumer behaviors and preferences. Here are some of the key trends and innovations that we can expect to see in the future of email marketing.
1. Interactive Emails: Gone are the days of static, text-based emails. Interactive emails are becoming increasingly popular as they provide a more engaging and personalized experience for recipients. From embedded videos and GIFs to quizzes and surveys, interactive elements allow brands to capture the attention of their audience and drive higher levels of engagement.
2. Artificial Intelligence: AI-powered technologies are revolutionizing the way marketers approach email marketing. From personalized recommendations based on user behavior to automated email campaigns that adapt to individual preferences, AI is helping businesses deliver more relevant and targeted messages to their subscribers.
3. Hyper-Personalization: Personalization has always been a key aspect of effective email marketing, but in the future, it will go even further. Hyper-personalization involves harnessing data and AI to deliver highly tailored content to each individual subscriber. By understanding their preferences, interests, and behaviors, brands can create emails that truly resonate with their audience and drive higher conversion rates.
4. Mobile Optimization: With the majority of emails now being opened on mobile devices, it is crucial for marketers to optimize their email campaigns for mobile. Responsive design, fast-loading times, and mobile-friendly layouts are all essential elements of successful mobile email marketing.
The Continued Importance of Email Marketing
Despite the rise of social media and other digital marketing channels, email marketing remains a powerful tool for businesses. In fact, it is still ranked as the most effective marketing channel, surpassing social media, SEO, and affiliate marketing. Here are some reasons why email marketing will continue to be important in the future.
1. High ROI: Email marketing has consistently proven to have one of the highest returns on investment (ROI) compared to other marketing channels. With an average ROI of $36 for every dollar spent, it is a cost-effective way for businesses to drive sales and generate revenue.
2. Direct Access to the Audience: Unlike social media platforms where algorithms can impact reach and visibility, email marketing allows businesses to have direct access to their audience. With an email list, brands can communicate directly with their subscribers without the risk of their message getting lost in a crowded news feed.
3. Personalization Capabilities: Email marketing provides businesses with the opportunity to personalize their messages at scale. By segmenting their email lists and leveraging data and automation, brands can deliver highly relevant and targeted content to their subscribers, increasing engagement and conversion rates.
4. Measurable Results: Email marketing is highly measurable, allowing businesses to track and analyze the success of their campaigns. Metrics such as open rates, click-through rates, and unsubscribe rates provide valuable insights into the effectiveness of email campaigns, enabling marketers to make data-driven decisions and optimize their strategies.
Predictions for the Future
As we look ahead to the future of email marketing, there are several predictions that can be made based on current trends and industry insights.
1. Increased Automation: Automation will continue to play a significant role in email marketing. From automated welcome sequences and lead nurturing campaigns to triggered emails based on user behavior, businesses will increasingly rely on automation to deliver timely and relevant messages to their subscribers.
2. Enhanced Data Privacy: With the introduction of stricter data privacy regulations such as the General Data Protection Regulation (GDPR), businesses will need to prioritize data privacy and consent. Email marketers will need to ensure they have explicit permission from subscribers and provide clear opt-out options to comply with these regulations.
3. Integration with Other Channels: Email marketing will become more integrated with other marketing channels to create cohesive and personalized customer experiences. By leveraging data from multiple touchpoints, businesses can deliver consistent messaging across email, social media, and other digital platforms.
4. Advanced Segmentation: Segmentation will become more sophisticated, allowing businesses to create highly targeted email campaigns. By segmenting their email lists based on detailed customer profiles and behavior, brands can deliver personalized content that resonates with each individual subscriber.
In conclusion, email marketing will continue to be a powerful tool for businesses in the future. With advancements in technology and a focus on personalization and automation, marketers can expect to see even greater results from their email campaigns. By staying up-to-date with the latest trends and innovations, businesses can leverage the full potential of email marketing to drive engagement, build relationships, and achieve their marketing goals.
Frequently Asked Questions
What is email marketing?
Email marketing is the use of emails to promote products and services and strengthen customer loyalty. It allows businesses to inform customers on their email list about new products, discounts, and services.
How can email marketing benefit my business?
Email marketing is a less intrusive sales method that can convey the value of a brand and engage customers between purchases. It can help build relationships with the target audience and increase traffic to a blog, social media, or other desired locations. Email marketing can be used for lead generation, brand awareness, relationship building, and customer retention.
When did email marketing become popular?
The first email was sent in 1971, and email marketing became popular in the 1990s with the commercial availability of the internet.
What are the advantages of email marketing?
Benefits of email marketing include building relationships, increasing traffic, segmenting emails, conducting A/B tests, and targeting specific audiences.
What are the disadvantages of email marketing?
Disadvantages of email marketing include spam, large file sizes, competition, low engagement rates, design challenges, and potential costs.
What are the different types of email marketing?
Different types of email marketing include welcome emails, newsletter emails, lead nurturing emails, confirmation emails, targeted emails, invitation emails, promotion emails, survey emails, and seasonal marketing emails.
How can I build an email marketing list?
Tips for building an email marketing list include not buying email lists, following email regulations, engaging in conversations with customers, and sending relevant and engaging emails.
How important is the subject line of an email?
The subject line of an email is important and should be attractive to encourage recipients to open and read the email.
What goals can email marketing help achieve?
Email campaigns that provide value to recipients can help businesses connect with their target audience and drive action. Email marketing can be used to achieve a variety of objectives, such as driving signups, leads, attendees, or donations.
How can I optimize my email campaigns?
Emails should be structured using the inverted pyramid model for easy reading and clear call-to-action. Visual content is more eye-catching and memorable than text-based content. Personalization and segmentation can improve email engagement and response rates. Emails should be aligned with branding across all customer touchpoints. Emails should be optimized for mobile devices.
How often should I send email campaigns?
The frequency of email campaigns should be determined based on subscriber preferences.
How can I improve open and click-through rates?
Subject lines should be tested and optimized for open rates. Click-through rates can be improved by including strong calls to action, using visuals, and providing valuable content.
How can I track the success of my email campaigns?
Email campaigns should be tracked and analyzed using email marketing and web analytics tools.
What are some examples of successful email marketing campaigns?
Examples of successful email marketing campaigns include Teaonic and Bluehost.
How can I automate my email marketing?
Email marketing can be automated using an ESP and triggers based on user actions.
What are some effective email marketing strategies?
Effective email marketing strategies include using the right email list-building strategies, practicing good email list hygiene, keeping the email list warm, focusing on one objective per campaign, and defining and tracking the right key performance indicators (KPIs).
What are some top email marketing tools?
Top email marketing tools include ESPs like Constant Contact, Sendinblue, and Pardot, as well as email deliverability tools like MailGenius and GlockApps, email testing and tracking tools like Litmus, and email personalization tools like Hyperise.
How can I write effective email marketing copy?
Writing effective email marketing copy involves knowing your audience, crafting a hard-to-ignore subject line, getting the preview text right, making the email easy to read, leveraging storytelling, and using psychology to your advantage.
How can I build an email list?
Building an email list involves offering incentives, following email marketing laws and regulations, and providing great content.
What email analytics should I track?
Email analytics, including open rate, click-through rate, and unsubscribe rate, provide insights into the success of email campaigns.
How can I segment my email list?
Email segmentation involves dividing the email list into more targeted groups based on customer lists, newsletter subscribers, demographics, interests, etc.
How can I determine the value of my email list?
Understanding the value of the email list can help determine the success and worth of email marketing efforts.