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Email Campaigns: How to Know Who to Email

*** Note from Jens: This is a guest post from Matt. I believe email marketing is a lot more important than most people think. So, I am very excited that Matt wanted to share his story with us.

Email marketing is often said to be one of the most lucrative money-making techniques online, for the sole reason that you are building a long-term relationship with your customers rather than trying to make a sale out of the gate. Building relationships with your customers increases their trust, and therefore they are more likely to buy from you in the long run. Marketers estimate that each prospect is worth five to fifteen dollars, which may mean enormous potential for even a small list.

Like every other marketing technique out there, email marketers sometimes make mistakes that decrease their chance for profits, from the obvious email subject line blunders to the not so obvious relevancy issue. For your customers to feel as though you are connecting with them, you must understand their fears, desires, and needs, while also targeting your campaigns. Here are seven fabulous tips to help you target your market better and increase your sales in the process.

Segment Your List

One way to create targeted mailing lists is to segment your information by grouping certain customers together. You may segment by demographics or interests and actions, for example, using any information you have uploaded or gathered in your account. You may segment with list data, using reporting data, or both.

Using List Data

Let’s say you know that the majority of your customers on your “build an outdoor underground pool” are in California. You can segment these people together and exclude people from Alaska, where the temperature won’t allow for a pool, or other places by economic status. The method of using reporting data allows you to segment by people who opened an email, clicked to a sales page, or converted to a sale.

Build a List That Targets Your Niche

There has been some debate about whether or not to build authority sites with information on a wide variety of topics in a given niche, but with lists, there is no controversy. Build a list targeted to small segments of niches, not around general discussions. Offers will be more relevant to these audiences and will convert better.

Offer Value in Return for Personal Information

Give your customers incentive to subscribe to your list. Unless they’re intrigued by your credibility or a controversial article, they won’t subscribe to your list without a reason. Offer your customers a free report, an Ebook, or a software download that is relevant and valuable to their niche. Be sure to stress benefits to help them decide rather than features. People always want to know what’s in it for them.

Keep Them Up-to-Date

A one-time report isn’t going to do the trick. Keep your customers abreast of the latest information with weekly newsletters or follow-up messages. Unless information is time-sensitive, you can create these beforehand in many auto-responders and let them do the heavy lifting after your customers subscribe.

Write Quality Content

Poorly-written content that doesn’t give value and/or is riddled with typos and grammatical mistakes will have your subscribers unsubscribing in droves. If you can’t write, outsource it, but don’t use something they can get for free on the web.

Make It Easy

Have you ever liked what an author wrote about a particular niche, but found yourself going in circles around the site searching for a mailing list to subscribe to? Make it easy for your customers to subscribe by adding in-line lists to your pages, pop-overs, and if nothing else, links from other pages directing them to your list form. Forms above the fold work best since they catch readers’ attention. Emphasise the benefits they’ll receive from joining.

Encourage Others to Sign Up

Rather than asking people to forward your emails to others that might be interested, suggest that they encourage others to sign up instead. Provide a link to a page on your site where the form is located to make it easy for someone to pass the address along.

With these tips, you will begin to get more targeted leads that crave what you have to offer and who will turn into satisfied buying customers.

This post was written by Matt who compares and reviews credit cards for businesses at

10 responses to “Email Campaigns: How to Know Who to Email”

  1. Elise says:

    Hi Matt and Jens,

    These are some really great points, and all necessary for effective email marketing.

    I know you mention to keep them up to date here with weekly newsletters, but I also read somewhere that you should only pitch a product or service once for every 4 or 5 emails. So, if you have a weekly newsletter, you’re probably safe with pitching 1 product per month without annoying subscribers and causing them to opt out.

    This is a big problem that I experienced (as a subscriber). I was a part of a lot of large guru email lists and got product pitches from them almost on a daily basis. I’m no longer part of those lists, but I guess they could afford to lose subscribers because of the sheer sizes of their lists.

    Anyway, this is a long comment, haha. Again, great points! Email marketing can be pretty awesome when done right. πŸ™‚

    • jens says:

      I was also part of a lot of large guru email lists (I still am), mostly in order to learn from what they are doing. But, to me, it seems that all they are doing is sending product pitches. Maybe that’s what happens after you’ve become a guru (you’ll earn a ton of money anyway) πŸ™‚

      I send my newsletter once a week, but I never add any product pitches to them. Well, that’s probably why I don’t earn any money at all from my emails πŸ™‚

      Thanks a lot for your comment Elise.

  2. Barbara Ling, Virtual Coach says:

    Encouraging others to share your information with their friends, I think, is one of the most valuable ways to help build your list…especially if you provide quality information that makes their life easier.

    Been doing that now since 1998…works great!

    • Hi Barbara,

      I have been doing email marketing for a while, and I have been doing my best to do exactly what you are saying. It works, but it’s a lot of work πŸ™‚

      Lately, I have been sharing my blog posts via email, that’s all I have been doing when it comes to email marketing. It didn’t work that well. We should treat our list different than regular visitors. That’s what I have learned from this experience.

      I have been thinking about creating a new newsletter with some topics that I write about each week. And the tips will only be shared to the people who have subscribed to the newsletter.

      Thanks a lot for your support.

  3. Jon says:


    Your concept of building highly-focused lists for niche segments is powerful. Think of how well you can “speak their language” and leverage the power of market polarization by appeal to only them. Talk about increasing conversions!

    Also, and I have to work on this next, is having a dedicated sign-up/subscribe page. So crucial. Great article, Matt (and thanks Jens).


    • jens says:

      Hi Jon,

      I have been experimenting with ways to get people to sign up for my newsletter. And so far, the absolute best way is a pop over, but to many people get annoyed, so I have stopped using them πŸ™‚

      Now, all I do is use the subscription form in sidebar (I have also been testing a subscription form in the footer, and will probably be adding a new one fairly soon).

  4. Mark Errol says:

    You have a good point and it is really worth it to consider. That could really help me a lot in my email campaigns.

  5. Jayson Hipolito says:

    Now that is so cool! Were you able to get close with Gary Vaynerchuck and talk to him personally? You’re so lucky my friend. I wish I am also.

  6. Jayson Hipolito says:

    But Why Jens?
    That’s is great day for you to speak Mr Gary V.

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