The (Hidden) Power of Email Marketing

Traditional marketing is a form of conventional marketing that was used before the internet era. This includes TV, radio, news ads, and flyers. Targeted marketing (1) identifies an audience likely to buy services or products and (2) promotes those services or products to that audience.

Email marketing is a great example of targeted marketing because of the ability to gather information at the start then use it to send highly relevant communication using the #1 method of person-to-person communication.

Hidden Ideas

Email marketing can be a very powerful way to generate business but you need to know which pieces to use. Open rates are nice to look at but you also want to consider (and use):

  • The clickers from your email campaign to your website, download or landing page: these identify who is interested and can be used for a segment that you can send a follow-up, focussed email campaign
  • Custom fields: at signup, collect information at list level: custom fields such as the person’s location, gender, or date of birth. The custom field data you collect can then be used to personalize content and plan more targeted campaigns.
  • Segments: using the custom fields you created, segments are a useful way to further sub-divide a subscriber list into groups of people with common traits such as aged between 25-34, female, and living within 20 km of Vancouver.
  • Drip campaigns: target the segments to send a series of emails with specific content for your segments

Don;t just sit back and think you’ve done your job when an email campaign has been sent. Look at your reports and see what can be used to generate business and some $$.


Download our series of slides (PDF) to help give you some ideas:

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Paul Mycroft

Having emigrated from south London, England, Paul has moved between cities in North America, building a loyal following since starting the business back in 2002. Many US and Canadian clients are with him today who were there from day one.