While there are many benefits of email marketing it can be a double-edged sword. That’s because it’s easy to annoy potential customers (i.e. leads) with irrelevant emails. And, once annoyed, they’ll unsubscribe and it’s hard to win them back.
Happily, there’s one email marketing technique that can help keep you from annoying your leads: targeted email marketing. By segmenting your email list, you can send relevant emails to individual groups of subscribers, an approach which has proven to be very effective. While an irrelevant mail might slip through here and there, the likelihood is much lower.
According to the Email Marketing & Marketing Automation Excellence 2017 Report however, less than 50 percent of businesses are using any kind of targeted email marketing technique at all, and that means they’re missing out on opportunities.