But despite these encouraging figures and the financial advantages of utilizing email as a promotion method, few companies have a firm understanding of the techniques required to make optimum use of this opportunity.
Email marketing is controversial.
Research your audience and make sure that you are reaching your target market. Targeting had a more significant effect on the online customer than discount pricing, which only 16 percent of respondents felt was an element of a good email campaign. Don't treat all your customers the same, either. If a company sells a range of products or has a diverse customer base, segmenting is invaluable for making the most out of your campaign. One on One Linked to email targeting is personalization.