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Email Marketing Information |
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Email Microtargeting
Email marketing is undergoing rapid changes. Now, more than ever, both the creative and demographic selection and targeting of a message must be highly relevant and qualified. Microtargeting has become a valued strategy. At VIBEdirect, we have seen the industry withstand incredible changes based on bandwidth, creative, message perception and the fickle marketing factors that affect both open and click through rates with today's campaigns. Consumers received an average of 3 marketing related emails per month in 1999. This number is expected to jump to over 130 marketing related emails per month by 2005 due to the success rate of email marketing and the number of companies sending optin email. The problem is that this trend has caused email open rates to drop. In the past, our success had been built on wholesaling opt-in email campaigns to brokers and agencies. But as business conditions changed, we evolved by providing our clients with a microtargeted approach for cost effective results and a positive return on investment. As a result, we have maintained a sustained, strong period of growth. Our opt-in lists offer marketers a "politically correct" way to reach their target audience on the net. While using bulk e-mail lists is cheaper, the practice in itself is extremely controversial. You must be very careful when considering using bulk e-mail to market your wares on the Internet. This can lead to some unexpected and unwanted results. For example, some of your recipients may decide to "flame" you by clogging up your e-mail system with angry responses to your marketing message. Other recipients will complain to your Internet Service Provider, who may decide to discontinue your account. We have more than 2,000 opt-in lists with more than 40 million unique names to choose from. All of our email addresses are ALL opt-in from a variety of quality web sites, banner ads, e-surveys & e-zine lists. The Power of Microtargeting Email microtargeting is really a distinct form of "niche" marketing, differentiating consumers by segmenting them into identifiable, targeted groups. It's the depth of relationships that counts, not the quantity. Studies show that closer relationships increase the likelihood that email advertising will make an impact. For the higher quality (more targeted and uniform) audience, advertisers have traditionally paid a higher cost per impression, although the overall cost for advertisers is lower with email campaigns since the number of impressions is lower. In addition, the ability to modify and adapt the creative to confront rapidly changing marketing conditions makes this medium especially attractive and cost effective. Our microtargeting approach has been very powerful. This strategy focuses on increasing market share--that is, on selling a product to as much of the market as possible. Once a product succeeds on a microtargeting level, we can eventually modify it to appeal to a larger group. When properly and effectively executed, microtargeting leads back to the masses. Instead of trying to reach the greatest number of people, microtargeting focuses on earning more of an individual customer's business. This strategy doesn't target groups of customers, it targets units of one. The foundation of our microtargeting approach lies in the idea that 80% of a company's business comes from 20% of its customers. The most active frequent fliers account for the bulk of the airline profit. So, rather than aiming to reach all possible fliers, airlines realize they can more efficiently market themselves by trying to win over the top level, and by encouraging those frequent fliers to fly as frequently with them as possible. Our microtargeting email practices help businesses provide better, more personal services. It is an equally effective strategy for both business acquisition and retention. About The Author David Moceri is President and CEO of VIBE Direct Media, a full service online marketing agency. A complete description of VIBE Direct Media services can be viewed at www.vibedirect.com.
MORE RESOURCES: Mastering B2B Email Marketing in 2025: Unlocking the Keys for Sustainable Growth and Engagement Block Telegraph Content and Messaging Strategies for Long-Lifespan Products MarketingProfs.com Email Marketing Personalization: How to Make Every Email Count North Forty News Bento Elevates Ecommerce Email Marketing Practical Ecommerce Email Marketing Developments in 2024 and Their Ripple Effects in 2025 MarketingProfs.com 22 Email Marketing Platforms to Know Built In Industry KPIs: Email marketing metrics improved in most recent data—with a cautionary note eMarketer A Quarter of Global Consumers Unsubscribe from Emails Weekly – How SMBs Can Boost Email Marketing Strategies Business Wire Don't Sleep on Email Marketing — Here's Why It's Still Your Business's Most Powerful Tool Entrepreneur Email Design Trends for 2025 Designmodo 9 Email Marketing Best Practices in 2025 Metricool Email Marketing Friday Forum MarketingProfs.com Best Email Marketing Tool (2025): Klaviyo Recognized as Top Email Marketing Service by Consumer365 GlobeNewswire Predictive Analytics Methods to Improve Email Marketing Spiceworks News and Insights Email Marketing Friday Forum MarketingProfs.com Five Ways to Unleash the Power of AI in B2B Email Marketing MarketingProfs.com Top 10 Best Email Marketing Services Software Platforms for 2020 Spiceworks News and Insights Shoppers Who Buy Via Email Spend 138% More Than Those Who Don't. Here Are 9 Email Hacks to Capture Their Sales Entrepreneur Email Promotions Tab Hysteria Is Back! (Thanks, Apple) MarketingProfs.com How To Start a Newsletter To Earn Subscribers Taboola.com Top 41 B2B Email Marketing Statistics You Need to Know in 2025 Influencer Marketing Hub Top 5 Email Marketing Tips for Driving Revenue in 2025 The Source Magazine The Realtor’s Guide to Email Marketing NeilPatel.com Google Announces Gmail Dynamic Email: Impact on Email Marketing Spiceworks News and Insights Striking The Balance Between Mass Campaigns & Tailored Outreach For Email Marketing Demand Gen Report Email Marketing Friday Forum MarketingProfs.com Why is DMARC Important? [2025 Updated] Security Boulevard 5 Best Email Marketing Companies in 2025 UI The Daily Iowan The future of email marketing lies in AI Fast Company 5 Tools for a Successful Email Newsletter Re-Engagement Campaign National Shooting Sports Foundation Zeta Marketing Platform Named a Leader in Analyst Report on Email Marketing Service Providers, Q3 2024 Business Wire |
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