The Connection between Targeted Email Marketing and Increased Sales

Targeted email marketing is a form of Direct Marketing in which a business sends emails about its products, services and/or other offers to a specific and pre-determined set of recipients. This is in contrast to bulk emailing, in which a company, regardless of its segment, customer base or industry type, will send out emails to just about every email account they can reach with the intention of reaching the largest number of business prospects.

Targeted email marketing makes use of database analysis to determine the behavioral, occupational, demographic and geographical characteristics of their intended recipients. For example, one set of requirements for targeted emails by a life insurance company could be based on ‘married males living in a particular country and above the age of 40’.

Targeted emails have been proven to be very effective tools to increase sales and product/service awareness if used correctly.  Research analysis by the Direct Marketing Association (DMA), a trade organization working for the advancement of all the channels of direct marketing, has led to the conclusion that companies on average experience a return on investment of $57 per every $1 invested in email marketing; a figure clearly highlighting the usefulness of the practice. Recent studies have proven email marketing to be the most successful tool to provoke ‘impulse’ buying. The survey also claimed the majority of consumers would respond more favorably to an email advertisement as compared to advertisements on websites and social networks.

One of the biggest reasons for the effectiveness of targeted emailing is the extremely low cost and wide reach of email. Secondly, targeted emails that address the recipients by their names are more likely to be read by the recipients, according to research findings that claim that people generally perceive those email ads as more genuine and reliable as compared to ads that seem to address a large number of people.

Targeted email marketing can therefore be a powerful tool to promote a product or service and hence increase sales; however, a company must establish trust in its usefulness and relevance by staying consistent in sending ad mail according to the needs and tastes of its recipients.  Are you feeling like you need help? Contact an internet marketing  specialist at Elite SEO marketing .