targetingOne of the major benefits of email marketing (above other marketing methods) is that your messages can be targeted; you can send relevant information to exactly the right people. This helps to ensure that your subscribers are constantly interested, engaged and interacting with your company.

According to research by Marketing Sherpa, businesses can see a 208% higher conversion rate for targeted emails. Yet, despite this, many companies are failing to target their emails effectively, simply opting to send the same message to all their subscribers.

If you’re not targeting your emails effectively, you could be missing out on a lot of business. Setting up a targeted campaign is easier than you might think. Here are some tips to help you get started:

Let Your Subscribers Choose Their Preferences

Do you know why people unsubscribe from your mailing list? Research by Constant Contact found that 69% of people unsubscribe because the receive too many emails from an organisation. Knowing how frequently to send emails can be challenging. Send too few, and your subscribers are unlikely to remember who you are, but send too many, and you’re likely to see a lot of unsubscribers.

How can you get your frequency right? The simplest way is to let your subscribers choose for themselves. On your opt in page, let your customers choose how often they want to receive emails from you. LinkedIn have many options to let their users customise email frequency:

LinkedIn Frequency

Your subscriber preferences don’t have to be limited to frequency. Potentially, your subscribers could customise almost anything about the emails they receive from you. Most companies allow subscribers to choose between HTML and plain text emails, but customers can also choose the type of emails they want to receive. Tesco give their subscribers a lot of choices:

Tesco Preferences
Groupon also give their customers the opportunity to choose the location of deals they are notified about, along with the type of emails they want to receive:

Groupon Preferences

Don’t Forget About Mobile Users

More and more people are reading their emails on mobile devices like smartphones and tablets. In fact, research by Litmus has found that more email is opened on mobile devices than on desktop email clients. Yet, in spite of this, 39% of companies have no strategy for mobile email (eConsultancy).

Blue Hornet found recently that, if a email does not display correctly on their device, 71.2% of subscribers will delete it immediately. So, by not optimising for mobile devices, you are effectively ignoring a large segment of your customer base.

The simplest way to ensure that your emails will always look good is to use a responsive template. Your emails will then ‘adapt’ to whatever screen they are being read on, ensuring that they are always clear, readable and well-designed.

Expedia are particularly good at creating responsive emails. Their messages look equally good on both desktop and mobile. They have even included a link to download their app on the mobile version of their email:


Expedia Desktop


Expedia Mobile

These are just a few simple ways to start targeting your emails, but there really is no limit to what you can do. By experimenting and segmenting your list, you’ll soon see many ways to target your emails that your subscribers will respond to.

Image courtesy of arztsamui at