Why You Should Use Targeted Email Marketing

This is the first of a series of articles about email marketing strategies and best practices.

Targeted email marketing is a critical component of any business-to-consumer (B2C) or business-to-business (B2B) marketing plan. Think about this:

• email is available on any internet-connected device
• it is sent directly to your target audience
• it is effective
• it is measurable

These are exactly the qualities that you are looking for when you think about marketing or building your brand. A successful email marketing strategy will help you gain the trust and loyalty of your audience.

While blogs and social media are the current “darlings” of internet marketing (and with good reason!), we need to remember the tried-and-true methods of effectively reach our audience and building relationships.

A survey by MarketingSherpa ranks the effectiveness of various marketing tactics.

You can easily see that website design and management (which means regularly updating your website), virtual events, and email marketing are the most effective marketing tactics, even including off-line tactics in the mix! For your marketing or branding campaign to be effective, you will probably want to use all three of these tactics.

Your Email Marketing Strategy

In future articles, I’ll be discussing these important parts of an effective email marketing strategy:

• Defining your goals
• Managing your email list
• Creating compelling content
• Best practices for email marketing
• Email on mobile devices
• Measuring your results
• Maximizing your content