The four main variables are:
1. Creative: the design and layout of the mailshot
2. Offer: the proposition or the benefits of responding
3. Timing: the season, month or day when the offer or mailshot lands on a desk or in a house
4. Targeting: the segments we are targeting; the mailing list or section of a database.
Targeting for e-mail marketing involves selecting a subset of the list for mailing, whether it is a bought-in list or a house list.
Let’s run through 10 of the common options for targeting, highlighting their relevance to e-mail marketing.
1. Demographics (age, gender, geography). With the relatively low cost of creating and dispatching e-mail creative, a different style and tone of creative can be developed according to age and gender.
2. Lifestyle or psychographic. The providers of lifestyle classifications provide services to integrate this data with e-mail lists in order to target according to lifestyle.
3. Business-to-business. For B2B organisations,…