Targeting important in email marketing

Email marketing campaigns should be targeted in order to stimulate business, according to one publication.

The Sydney Morning Herald claims that businesses should build customer profiles and use them in their email marketing campaigns.

By using this tactic, firms can target their marketing more accurately and make their messages more effective.

The newspaper states: "Use this knowledge to target your marketing spend more accurately. The more focused your aim, the more cost-effective your promotions are likely to be."

A clear customer focus means firms can adjust their messages to appeal to the targeted group, with differing style, imagery and colours appealing to certain demographics more than others.

Recent data in Epsilon's Global Consumer Email study showed the generation Y, those between 18 and 25, are more likely to opt-in for email marketing messages from companies than people from older age brackets.

Written by Mark Hainsby