How Companies Can Engage With Email Marketing

One way of improving ongoing engagement is to segment your list and send tailored emails to your different segments. According to a Direct Marketing Association survey, unsegmented emails sent to a company's entire list resulted in just 23 percent of total email marketing revenue.

Segmenting can be done in two main ways: demographic attributes such as age, location, income and job title can give you an idea of who your customers are. Behavioral targeting is more concerned with how your contacts behave. Which emails do they open and which do they discard? Which type of offer do they respond to? Did they view specific content on your website, and what (if anything) did they purchase? One of the benefits of email marketing is that you have access to a lot of data that can be used to continually improve your targeting.