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Targeted Email Marketing Is Your Most Powerful Profit Leverage

Targeted email marketing sounds like exactly what it is — a marketing technique in which you send emails to a list that you have somehow chosen as your ‘target’ market. The idea of sending emails to get people to buy stuff has been around for about three days less than email itself — so clearly the trick in targeted email marketing is the targeting part.

Without targeting, you’re a spammer — something that is both ineffective and, in many places, illegal. Without the email part, you’re trying to reach millions of ‘net surfers without any real way of singling them out personally; it’s less akin to sending out flyers and more akin to posting a billboard — and equally ignorable. And, of course, if you’re not marketing, you’re just sending out a bunch of emails that may get read and provoke an interested response, but won’t ever make you any money.

But let’s assume that you’ve got the marketing and the email part down — you can write an email that will come off as genuine, interesting, and worth reading all the way through, and put a call to action in that will get some decent percentage of the readers to go click where you want them to click. How, then, do you make sure that this Email gets into the inboxes of the kinds of people who will actually give a damn?

There are a few different techniques. One of the least effective involves renting an Email list from someone. This happens more often than you might believe — there are companies out there whose sole business is collecting lists of email addresses and matching them with interests. It’s completely possible to go rent 500,000 email addresses that some company has labeled as “interested in sports”, for example. It’s the least accurate form of targeting, and it’s only marginally better than spam.

You can also put an informational site up on the topic of choice, and invite people to leave their email address in order to acquire more information. Sometimes that more information will be in the form of an email, sometimes a free short ebook, but the point is that they’ve expressed interest in the subject personally — which is much more accurate than some listrenter’s labelling. Of course, this means you have to put up some free information and engage a bit of website SEO to make sure that people actually SEE that information, but the RoI is quite worthwhile when done well.

Finally, if you have an online business, you can send marketing emails out to your own previous clients. This is the most targeted and effective kind of mailing you can send out, because the people in question have not only proven that they’re willing to spend money on your product, but they have a relationship with you already. Leaning on that will result in much better conversions than in the previous two groups.

Regardless of how you go about getting your list of email addresses, by marketing to a select list of folks that have proven that they’re interested in what you have, you can leverage that group to produce much higher conversions and more sales than any amount of unfocused, shotgun-style marketing attempts.

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