Email Marketing: Know your purpose and audience

You are sure that you want email marketing as it is one of the most cost-effective marketing tactics. However, the task of formulating a plan seems daunting. The truth is that it is not tough to put an email marketing plan together. Half your work is done if you are able to identify who your audience is and what the purpose of your email marketing is.

Who is your audience?

Before you say anything, it is very important to know whom you are talking to. You definitely don’t want to waste your time and effort trying to sell Justin Bieber posters to octogenarians. To make your communication effective it is vital that you get your massage to the right audience. When you know your audience well, you will naturally find it easier to decide what you want to say to them. After you identify you audience, you come to the next step getting to understand them. What do they want? What are their requirements? What can I offer them? Will this offering make them happy? You can find answers to these questions on the basis of your understanding of your target audience. This will help you keep your email content relevant, and ultimately help ensure the success of your email marketing.

What is the purpose of your email marketing effort?

Now that you know whom you are talking to, you should be clear what you want to achieve out of your communication. Is it to inform, educate or persuade? Do not lose the perspective. Meeting the purpose is the goal of any communication. Base your effort on this foundation.

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