How To Build an Email List: 12 Winning Strategies

Building a robust email list is the cornerstone of effective digital marketing for small businesses. At Tom&Co, we understand the significance of connecting with your audience directly. In this blog post, we’ll unravel 12 proven strategies that will help you build a powerful email list, ensuring sustained customer engagement and business growth.
Know Your Audience
Understanding your audience is key to crafting targeted campaigns. Identifying your ideal customers, comprehending their pain points, and creating detailed buyer personas are crucial steps in building a tailored email list.
Create Compelling Lead Magnets
Entice your website visitors with compelling lead magnets such as ebooks, exclusive discounts, webinars, and workshops. These valuable resources will encourage them to subscribe and stay engaged with your content.
Optimize Website and Landing Pages
Ensure a seamless user experience by placing visible sign-up forms on your website and landing pages. Use clear language to communicate the benefits of subscribing and make sure your design is mobile-friendly for accessibility across all devices.
Leverage Social Media
Promote your lead magnets on social media platforms. Exclusive social offers, interactive contests, and teaser content can drive traffic to your landing pages, increasing your chances of gaining new subscribers.
Utilize Content Marketing
Create informative blog posts, engaging video tutorials, and insightful podcasts. Sharing valuable content not only attracts subscribers but also establishes your authority in your industry, fostering trust among your audience.
Networking and Partnerships
Collaborate with complementary businesses for cross-promotions. Guest blogging and event partnerships can introduce your brand to new audiences, expanding your reach and potential subscriber base.
Implement Referral Programs
Encourage your existing subscribers to refer their friends and family by offering incentivized referral programs. Express gratitude through thank-you rewards, creating a positive cycle of engagement.
Run Targeted Ad Campaigns
Leverage social media and Google ads to target specific audience segments. Retargeting campaigns can re-engage visitors who have shown interest, maximizing your chances of converting them into subscribers.
Engage Subscribers Regularly
Welcome new subscribers with a warm email series. Keep them engaged through regular newsletters and interactive emails. Engaging content ensures your subscribers stay active and interested in your offerings.
Monitor and Optimize
Utilize email analytics and A/B testing to monitor the performance of your campaigns. Segment your list based on subscriber behavior to send tailored content, enhancing engagement and conversion rates.
Building an email list is not just about numbers; it’s about cultivating meaningful relationships with your audience. By implementing these 12 strategies, you can create a vibrant, engaged community around your small business.

Ready to transform your digital presence? Contact Tom&Co today. Our expert team can guide you through implementing these strategies, ensuring your email list becomes a powerful asset in your marketing arsenal. Start building lasting connections with your audience now!

Email Marketing for Small Businesses: A Step-by-Step Guide

At Tom&Co, we understand the power of effective communication in driving small businesses towards success. Email marketing, in particular, stands as a cornerstone in this digital age. In this comprehensive guide, we’ll walk you through the essential steps to master email marketing and elevate your business to new heights.
Building Your Email Marketing Foundation
Defining Your Goals: Before diving in, clarify your objectives – be it boosting sales, enhancing brand awareness, or engaging customers effectively. Understanding these goals will shape your email strategy.
Understanding Your Audience: Know your customers intimately. Analyze their preferences, behaviors, and demographics. Tailor your emails to resonate with their needs and desires.
Choosing the Right Email Marketing Platform: Explore various platforms that align with your goals and budget. A robust platform simplifies the process and offers valuable analytics for optimization.
Creating Compelling Email Content
Crafting Attention-Grabbing Subject Lines: Your subject line is the gateway to your email. Learn techniques that intrigue recipients and pique their curiosity.
Designing Visually Appealing Emails: Capture attention with visually appealing layouts, engaging images, and clear call-to-action buttons. Aesthetics matter in the digital realm.
Writing Persuasive Copy: Master the art of persuasive writing. Create compelling narratives that drive action, whether it’s making a purchase, visiting your store, or engaging with your content.
Building and Growing Your Email List
Opt-In Strategies: Encourage sign-ups through enticing offers, contests, or exclusive discounts. Ethical incentives create a loyal subscriber base.
List Segmentation: Divide your subscribers into relevant categories based on their interests or purchase history. Personalized emails yield higher engagement rates.
Avoiding Spam Filters: Understand spam filters and design your emails to bypass them. Ensuring your emails land in the inbox is crucial for successful campaigns.
Automating Your Email Campaigns
Setting Up Drip Campaigns: Automate your email sequences based on subscriber actions. Drip campaigns nurture leads, enhancing customer relationships.
Implementing Behavioral Triggers: Personalize your emails using subscriber behavior data. Tailor messages to specific actions, increasing relevance and engagement.
Utilizing Autoresponders: Respond promptly to customer inquiries or interactions. Autoresponders enhance customer satisfaction and foster trust.
Testing and Optimizing Your Campaigns
A/B Testing: Experiment with different elements – subject lines, content, or CTAs. Data-driven decisions optimize your email content for maximum impact.
Analyzing Metrics: Dive into metrics like open rates, click-through rates, and conversions. Analyze the data to understand subscriber behavior and tailor your strategy accordingly.
Iterative Improvements: Continuously refine your campaigns based on insights. An adaptive approach ensures your emails remain effective in an ever-changing market.
Ensuring Legal Compliance and Ethical Practices
Understanding Anti-Spam Laws: Comply with regulations like CAN-SPAM Act and GDPR. Respect customer privacy and build trust through transparent practices.
Respecting Subscriber Privacy: Clearly communicate your data usage policies. Let subscribers know their privacy is valued, fostering trust and long-term relationships.
Managing Unsubscribes: Provide easy and prominent options for unsubscribing. Respecting subscriber choices maintains a positive brand image.
Integrating Email Marketing with Other Marketing Channels
Social Media Integration: Bridge your email campaigns with social media efforts. Consistent messaging across platforms enhances brand recognition and engagement.
Cross-Channel Consistency: Ensure uniformity in your brand message. Whether on email, social media, or your website, a cohesive brand identity strengthens customer trust.
Measuring Cross-Channel Impact: Evaluate the influence of email marketing on overall marketing efforts. Understanding its impact helps you allocate resources effectively.
Mastering email marketing is not just a strategy; it’s an art. At Tom&Co, we’re here to guide you through this transformative journey. By implementing these steps, you’re not just sending emails; you’re forging meaningful connections, driving sales, and shaping a loyal customer base.

Ready to revolutionize your communication strategies? Contact Tom&Co today. Let’s craft compelling emails that resonate with your audience, drive action, and propel your small business towards unparalleled success. Your journey to email marketing excellence begins now.

7 Email Marketing Tips for Small Businesses (2023)

The Power of Personalized Connection In the ever-evolving digital landscape, email marketing remains an indispensable tool for small businesses. At Tom&Co, we recognize the potential of a well-crafted email campaign. In this blog post, we unveil seven indispensable email marketing tips tailored for small business owners navigating the challenges and opportunities of 2024.
Building a High-Quality Email List
1. Segmentation Strategies: Understand Your Audience, Tailor Your Content Segmenting your email list ensures that your messages resonate with specific customer groups, boosting engagement and conversions.
2. Lead Magnet Campaigns: Offer Value, Gain Subscribers Entice potential customers with valuable content such as eBooks or exclusive discounts, encouraging them to subscribe and stay connected.
3. Double Opt-In Process: Quality Over Quantity Prioritize permission-based subscriptions to guarantee a list of engaged, interested recipients, leading to higher open and click-through rates.
Crafting Engaging and Personalized Content
4. Personalization Techniques: Make Every Email Count Personalize your content based on customer behavior, preferences, and purchase history, creating meaningful connections with your audience.
5. Interactive Emails: Engage, Interact, Convert Implement interactive elements like surveys or polls to encourage active participation, fostering a sense of involvement among your subscribers.
6. Compelling Subject Lines: Grab Attention, Ignite Curiosity Craft intriguing and relevant subject lines that prompt recipients to open your emails, ensuring your messages are seen and heard.
Designing Mobile-Friendly Emails
7. Responsive Design: Seamlessly Reach Your Audience Optimize your emails for various devices and screen sizes, ensuring a smooth and visually appealing experience for mobile users.
8. Minimalistic Layout: Less is More Simplify your email design, focusing on clarity and ease of navigation, particularly on mobile devices, for higher engagement rates.
9. Clickable CTAs: Streamline the Path to Conversion Create prominent and easy-to-click call-to-action buttons, guiding recipients effortlessly toward your desired action, whether it’s making a purchase or visiting your website.
Automating Email Campaigns
10. Drip Campaigns: Nurture Relationships, Foster Loyalty Set up automated sequences based on customer actions, delivering timely, relevant content to build strong, lasting relationships.
11. Abandoned Cart Emails: Recover Lost Sales, Reconnect with Customers Implement automated reminders for customers who abandon their carts, encouraging them to complete their purchase and reinforcing their interest in your products.
12. Birthday and Anniversary Campaigns: Celebrate Special Moments, Enhance Customer Connections Acknowledge your customers’ milestones with personalized offers and messages, reinforcing their value to your business.
Monitoring and Analyzing Email Performance
13. Email Analytics Tools: Harness Data for Strategic Growth Utilize analytics platforms to gather insights on email performance, enabling data-driven decisions and continuous optimization of your campaigns.
14. A/B Testing: Refine Your Approach, Maximize Impact Experiment with different email elements to understand what resonates best with your audience, refining your strategy for optimal engagement.
15. Customer Feedback Surveys: Understand Your Audience, Tailor Your Approach Collect feedback to gain insights into customer preferences and expectations, ensuring your emails align with their needs and desires.
Ensuring Legal Compliance and Privacy
16. GDPR Compliance: Prioritize Customer Trust and Data Security Adhere to data protection regulations, ensuring your customers’ privacy and building trust through transparent communication.
17. Opt-Out Options: Respect Your Subscribers’ Choices Provide easily accessible unsubscribe links, honoring your recipients’ decisions and maintaining a positive sender reputation.
18. Clear Privacy Policies: Communicate Openly, Build Confidence Be transparent about your data usage practices, assuring your subscribers of your commitment to their privacy and security.
Elevate Your Email Marketing Strategy with Tom&Co As you venture into the realm of email marketing in 2024, let Tom&Co be your trusted partner. Implement these strategies and witness the transformation of your digital communications. Personalize, engage, and nurture your customer relationships like never before. Here’s to your successful and impactful email marketing journey in 2024 and beyond!

Let’s Craft Email Excellence Together Your journey toward email marketing mastery starts now. Reach out to Tom&Co, and together, we’ll sculpt compelling, engaging, and conversion-focused email campaigns. Your success story awaits. Contact us today, and let’s create digital magic!

Best Way To Grow Your Email List

A business aspect you should never joke with is building an email list. If you start early, you’d be surprised at the potential you will derive. It’s one thing to place email widgets on your site, it is an entirely different game to grow them.

However, there are numerous straightforward ways you can use, and they have been tried and tested to spew positive results. So, here are some of the best ways you can use to grow your email list.

  1. Offer an incentive

This is an old-aged marketing technique that rarely fails, especially if you’re dealing with the right target. When you offer your target something in exchange for their subscription, the fact is they will always go for it.

It could be an eBook, software, a discount, or perhaps a promo code. Incentives give your visitors the extra push they need to take action.

  1. Social Media

Social media is a gigantic tool that you can use to your advantage. Think about it, Instagram now has a whopping media engagement rate of 1.6% with over a billion users every month. If you already have some followers in your business account, that’s a good avenue to build your email list.

  1. Referral Program

Research has found that people are more likely to take a recommendation from a friend compared to a traditional ad. That is why running a referral program is an incredible way to grow your email list. By offering mouth-watering incentives, your existing customers are ready to pull their friends and relatives in.

  1. Exit-intent pop-ups

With exit-intent pop-ups, you try to lure a visitor to sign up right before they leave the page. However, you need to do it right to reap the results. With cookies, you can differentiate between new and returning visitors, and serve exit intent pop-ups only to new users. It will be annoying to keep bombarding your returning visitors with pop-ups when they’ve already signed up.

  1. Giveaways

Almost everyone loves the idea of a giveaway, and this can skyrocket the engagement rate of up to 5.8%. With the context of a giveaway, you’re able to drive action to build your email list. If you can pair giveaways with referral marketing, you’d be surprised at how fast your list grows.

There are numerous ways to grow an email list, but the most important factor is first understanding your target market. When you know your targets in and out, getting them on board becomes a lot easier.

If that seems like a lot of work, you’re not alone. That is why many professionals and businesses work with an expert. Go ahead and give us a call, or fill the contact form.

Tips For Personalizing Your Email

Email marketing is an effective way to get a lot of information to your audience in a format they are familiar with. The problem is that predictable marketing emails that have earmarks such as an overly formal subject line are getting ignored. One way to increase the interaction you have with your audience is to find ways to personalize your emails without making it look patronizing. There are plenty of ways to do this, and they can all be very effective at increasing your email success rates.

Include Their Name

If you include your recipient’s name in the subject line and a couple of times in the content, then you are going to pique their interest and get more emails read. Once again, this move can seem patronizing if you put the name in too often. But it can be extremely effective if done in moderation.

Include Other Personal Information

The point of personalizing emails is not necessarily to make the reader believe that you sat down and wrote the email. In most cases, your readers are going to assume that they are getting some sort of marketing email piece. But if you include more than just their name, then you will make them feel more engaged with the content.

For example, setting up your email template so it includes mentions of the recipient’s company, the street the office is on, and maybe a personal bit that can be applied to every recipient would help add more appeal to your emails.

Diversify Templates Based On Funnel Position

One mistake most companies make is sending out the same message to every prospect or customer. A prospect who you have had several conversations with and is higher up in your funnel is not going to be affected by an email designed for people who are new to your company. You need to have a different template for each level of your funnel and engage prospects in a manner that will get them interested in what you have to say.

Try Local Images

If your marketing piece lends to the idea of using local images, then that can help to engage your audience further. For example, emails sent to Buffalo prospects would get a Buffalo-related picture while the same content sent to Boston prospects would get a Boston-related image. A visual tag that your prospects will recognize can help to increase the likelihood that they will read your content.

Try A Variety Of Calls To Action

When you create different templates for different positions in your sales funnel, then you are adding strength to your content. But you can also change up the calls for action in all of your templates and find out which types of calls are more effective. You should always be experimenting with your emails to see what type of content is most effective, and changing up calls to action is a good idea.

Email marketing is effective when you take the time to try and make a connection with your audience. Personalizing emails is one of the more effective ways to get your audience interested in your emails and increasing the rate at which your emails get read.

6 Email Marketing Tricks You Won’t Want to Ignore

Email marketing is still an effective part of any marketing program, provided you know the tricks you need to know to get good results. The tactics used for email marketing have changed over the years, so it is important to hire a digital marketing firm that has an expert level understanding of the new way email marketing is done. When you hire a firm like that, there are some tricks they will use to make your email marketing more effective.

Personalize It

Big data allows marketing experts to compile comprehensive profiles on every single member of a target audience. This allows the marketing expert to develop email templates that can fill in personal information to make the emails seem less sterile and more personable. This is important when trying to get people to read and respond to marketing emails.

Have A Pre-Screened List

You can significantly improve your response ratio if you only send emails to consumers who have opted in to receiving marketing materials. By using pre-screened lists of recipients, you can also avoid being classified as a spammer and have your company’s email account suspended and avoid having your company face possible fines.

Create Email Structures That Work

A good marketing email looks just like an effective blog posts. The sentences and paragraphs are concise, there is white space to break up sections to make them easier to read, and there are subheadings and bullet points as well. This sort of structure looks clean and it will encourage the recipient to read and react to the content.

Make The Content Useful

Don’t just write content to try and get your reader to buy your product, you should write content that explains why your reader should buy your product. Include interesting product and information links that make the content valuable to your reader to increase the chances that the reader will take action.

Give The Reader An Easy Option To Opt-Out

The last thing you want to do is have your emails become a nuisance to recipients. That is why every email should have an easy way for recipients to opt-out and stop receiving emails. Why is this so important? It is important because a frustrated email recipient can go online and start a conversation on social media about your marketing tactics. Before you know it, hundreds of people are joining in on the conversation and your company reputation starts to take a nosedive. Allowing consumers to easily opt-out of marketing emails is the best way to prevent a bad online reputation.

Make It Easy For Mobile Users To Read Your Emails

It is estimated that three out of every four Internet connections these days are made from mobile devices. That is a huge audience you do not want to alienate or prevent from being able to read your marketing emails. That is why you should make sure that your emails are mobile device friendly.

Marketing emails are strong tools to use in any marketing campaign for a variety of reasons. By using good tricks to create effective email marketing campaigns, you can increase the effectiveness of all of your marketing tactics.

4 Brands With The Coolest Newsletters

Why do companies use newsletters and what makes a newsletter effective? There are many ways to effectively use newsletters, but the most recent trend is to get more clicks for email marketing by including a newsletter. When a newsletter is effective, it can deliver important product information and help support an existing customer base. The best way to determine what makes a newsletter effective is to check out some of the coolest newsletters in use today and see what makes them so effective.


InVision is a website design company that has a very popular newsletter it circulates through email. While it makes sense that a design company would have a popular newsletter, it is not always a given that design professionals know what the public wants to see or read. With InVision, their newsletter is a perfect balance of eye-catching graphics and useful content. Instead of trying to use its newsletter to sell to customers, InVision uses their newsletter to educate customers and the response has been very positive.


The idea that a free blog platform could challenge Blogger for market supremacy seemed far-fetched until Medium launched in 2012. Since then, Medium has steadily grown in popularity and a lot of that has to do with its newsletter. The Medium newsletter is very straightforward in its design, which makes it easy to read. The uniform use of color and the way that content is separated by dividing lines helps to make this newsletter interesting and simple to utilize.


Quora is a brand that has become famous for its question and answer format that attempts to answer any question a user may have. While Quora’s web offerings seem somewhat blocky and unsophisticated, its newsletter has been drawing a lot of attention. When your business is answering questions, you tend to be able to collect a lot of interesting content each week. Quora goes out of its way to include the best content from the week in a simplified newsletter format that is not cluttered by ads. Some users prefer Quora’s newsletter to the website itself.


Yelp has become one of the default websites people go to when they need information on places to eat and stay. Yelp’s newsletter is popular because it targets specific audiences and delivers information that would be interesting to those audiences. For example, consumers in the New York City area get information specific to interesting restaurants in and around the Big Apple. Because Yelp’s business is designed to deliver geographically specific information, it makes sense that its newsletter would do the same thing.

Email marketing is still a very effective tool for a business to maintain quality contact with its customer base and target audience. Newsletters are popular with email marketing campaigns because a good newsletter will significantly increase the number of clicks an email campaign gets. If you want to see what a good newsletter looks like, you need to start subscribing to newsletters that interest you. It is always a good idea to subscribe to the competition’s newsletter to see what they are doing to attract your customer base, but you should also check out newsletters in other industries to get ideas on how you can improve your email marketing efforts.

5 Tips To Increase Your Click To Open Rates

A Click-To-Open (CTO) rate is the percentage of people who open a marketing email after they have received it. Reputable digital marketing companies only send emails to people who have opted-in to receive marketing pieces, but opting-in to getting marketing emails does not bind a recipient to open those messages. If you want to increase your CTO rate, then there are a few processes you can follow or recommend to your digital marketing agency.

Try Sending It Again

Over and over again, marketing researchers are finding that simply resending a marketing email to the same recipient who did not open it the first time gets the email opened the second time. Some researchers found that more that 50 percent of resent emails that were not opened originally get opened the second time. Sometimes researchers changed the subject line and resent the same content which got results as well, but it has been proven that resending marketing emails works.

Target Your Lists

If your demographic is male smartphone users, then you might decide to send out a large group of emails to that general target audience. The problem is that smartphone users ages 18 to 30 have different priorities than smartphone users ages 31 to 50. You need to separate out your target audience and create content that appeals to each sub-set of recipients. After some testing, you will discover how to speak to each segment of your audience and increase your CTO rate.

Avoid Filters

These days, just about everyone has a spam filter on their email service. If the individual recipient does not have a filter, then their email service provider has one for them. If you want your messages to get opened more often, then you have to increase their chances of getting past the spam filters. You do that by avoiding spam-triggering words and phrases such as:

  • No credit check
  • FDA approved
  • Free offer
  • Limited time
  • MLM
  • Make money now

Your individual industry will have its own list of spam triggers that you will need to discover and then avoid if you want your messages to get through.

One Message Per Email Blast

If you are trying to cram too much information into one email, then your subject line is going to be confusing. If you want to increase your CTO rates, then you need to have one message per marketing email that allows you to write a very compelling subject line.

Don’t Use Misleading Subject Lines

If you try to increase your CTO rate by using misleading subject lines, then you might see some initial success that reinforces your decision. But as your audience loses trust in your company, your CTO rates will plummet and it will take a long time for them to recover. Misleading subject lines in marketing emails makes people associate your company with scammers. Once you attach that reputation to yourself, you have created an uphill climb to credibility that might be impossible to achieve.

Your marketing emails are only effective if your target audience opens and reads them. Professional digital marketing experts spend time experimenting with different email approaches to find the ones that work. While you are experimenting with your emails, it is important to avoid doing anything that could compromise the reputation of your company and damage any future email campaigns.

Does Email Marketing Really Work?

The short answer is, yes, but only if you are doing it right. In fact, according to MarketingSherpa, 91% of adults in the U.S. like to receive promotional emails from companies they do business with. In order to effectively conduct an email marketing campaign, you must be mindful of the consumer’s wants. The last thing you want is for your consumer to consider themselves being spammed by your business and click the unsubscribe button. In that situation, not only have you lost an email subscriber, but you’ve also tainted your image a little in the consumer’s eyes: you became an annoyance rather than a source of great products/services and great deals.

Content & Style of the Email

Are your emails bland and boring or are they over-the-top and obnoxious? Neither is a good look. Your subject line is the first thing subscribers see so it needs to be attention-grabbing and convince the user to open it. A subject line that uses humor or provides something consumers want (like a great deal) is enticing and more likely to be opened than a dull subject line.

Technology has progressed so far today that marketers can personalize emails to the point of fine segmentation and retargeting. Give your emails a personalized tone by using the consumer’s name and suggesting products similar to products they had purchased or informing them of a deal that relates to categories of their previous purchases.

To Who & How Often

Make sure your email campaign at least has the potential for a return on investment by carefully keeping track of who is in the recipient list. Making sure your emails land in the inbox of people who are still viable customers of your company is especially important. Today’s lead generation software is capable of checking your email lists for you for outdated information and can even recommend updates. Dig online and determine which software is best for you and your company.

Who you are emailing is almost as important as how often you are emailing. True, subscribers provide their email for the sole purpose of receiving emails from your business, but that doesn’t mean they want those emails all day every day. The rule of quality is better than quantity reigns supreme in the world of emails. Be sure to send your subscribers relevant information to them as well as something enticing such as info about promotions or exclusive coupons. Do not bombard them with upfront messages tooting your own business’s horn; that is simply not what consumers are interested in and you will be marked as spam sooner rather than later.

Test & Results

Do you know your customers? What are the click rates and unsubscribe rates? What emails aren’t pulling their fair share and why are they less effective than others? These questions can be answered with diligent monitoring. Understanding what types of emails resonate best with consumers will go a long way towards perfecting each and every marketing campaign and generating a healthy ROI.

The Evolution of Email Marketing

If your company is still paying a digital agency to blast out tens of thousands of emails based on a geographic location using the same content, then you are wasting your money. Big data has allowed digital marketing experts to gain insights into consumer trends that had not been available in the past, and all of that information is helping to re-shape the way email marketing is used. It is still smart to use email marketing to reach your audience, but you need to stay up to date on the evolution of email marketing if you want to get a strong return on investment.

The Days of Mass Email Blasts are Over

The idea that one email can be sent to hundreds of thousands of people at the same time and get results now seems ludicrous to digital marketing experts. Email marketing today is done on a much smaller scale, but it is done to qualified audiences of potential consumers who are more apt to be interested in the material that is being sent to them. Email campaigns are segmented in a variety of ways and different emails are being designed to appeal directly to the specific audience that will be receiving them

Using the Sales Funnel as a Guide

A sales professional would never use the same pitch to customers at different points in the sales funnel, and email marketing has finally caught on to that idea. The three primary points of a sales funnel are the point where the prospect shows interest, the point where the prospect decides on what they want, and the point where the prospect takes action in executing a transaction. A customer at the interest stage is not going to have the same requirements as one at the decision stage, and that is why custom emails are required.

This idea of breaking customers down by their position in the sales funnel destroys the notion that email marketing demographics should be simple. Instead of creating one email for hundreds of thousands of people, your company would better benefit by creating emails that talk to the individual needs of customers at every point of the sales funnel.

Basic Demographics are Gone

The idea that your email marketing campaign would be most effective if sent to people in the 21 to 35 years old age group has disappeared. In its place is a system that analyzes the real needs of clients and breaks them into groups based on their interests. You may have a 21 year old prospect who wants your red shoes and a 35 year old prospect who likes the blue ones. You will get much better results with your marketing if you appeal directly to the fans of red and blue shoes instead of trying to appeal to everyone with a generic message.

Tools such as re-marketing and email design templates have also helped to advance the concept of email marketing. The more information you can gather about your target audience, the better your chances are of sending an email that will appeal to that audience. If you are still paying a digital agency to send out generic emails to groups of people based on their age or geographic location, then it is time to upgrade to the new world of effective email marketing.