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.

In The News:


pen paper and inkwell


cat break through


Email Etiquette IV

Further to my previous issues this subject continues - part... Read More

Why You Need Run Survey

Do you have a list of e-mail addresses of your... Read More

Reach Out and Slap Someone

I got my first email account way... Read More

Dont Attach That!

The topic of sending attachments by e-mail is not one... Read More

Success Guaranteed With Your Opt In List

Some time ago I was thinking about the best and... Read More

The Importance of Building a List

Out of all the possible approaches to affiliate marketing, lead... Read More

Why Autoresponders Are An Essential Tool For Your Business

Did you know that one of the major purposes of... Read More

Viral Marketing - Your Key to Gaining New Clients

Email newsletters are an excellent means of promoting the products... Read More

How To Get An Instant Response To Your Urgent EMail!

In the business world, "You've Got Mail" has turned into... Read More

A Little Secret That Produces BIG Results

What if I told you that with each passing day,... Read More

The Innovative Ways To Use Your Autoresponder

If you have auto response system set up for following... Read More

Use Autoresponders, to Build Relationships In Your Affiliate Marketing

It's true that "content is king," but equally important to... Read More

Single or Double Opt--In?

You heard the message before. Your e-mail list is the... Read More

Autoresponders - One Simple Trick That Will Improve Your Results

Autoresponders, or responders, are simply programs that allow you to... Read More

The Best Way To Promote Your Website, or Anything Else!

Have you ever wondered how some websites get so many... Read More

Real Estate Agents ? What Type of Content Should You Include in Your Newsletter?

One of the biggest concerns for Realtors who publish their... Read More

Free Email Accounts ? Pros and Cons

Free email accounts are great if you want to hide... Read More

5 Ways to Get Better Email Marketing Data Quality at Point of Collection

Adestra provide email marketing services to a host of UK... Read More

Keep Your Work From Home Newsletter From Being A Spam Filter Casualty

It's hard to get your email through to clients, friends... Read More

Masterful E-mail Marketing

There are more than 100 million e-mail users in the... Read More

Dirty Secrets Of Co-Registration Email Lists

Years ago, I listened to Internet marketing "gurus" share that... Read More

20 Ways To Increase Your Traffic And Sales Using Free Follow-Up Autoresponder Courses

An autoresponder course is a group of articles or information... Read More

Taking Email Marketing To The Next Level

How to use the latest e-messaging strategies to increase profits.Many... Read More

Internet Tip of the Week: Mistakes Count Against You

Before the advent of email most of us, other than... Read More

Protect Yourself Legally with an Autoresponder Service

Another powerful reason for making the switch from using the... Read More

Personalizing Your Emails? An Amazing Technique That Doubles Your Click Throughs And Profits

Are you publishing an ezine or offering an email course?... Read More

One of the Best Ways to Cultivate New Business and Save Hours of Time is to Use an Autoresponder

An autoresponder gives you the ability to send messages effortlessly... Read More

You DO Have an Email List Dont You?

No matter what type of business you operate, you need... Read More

An Introduction to Auditing Your Email Audiences

Organisations such as the BPA have been providing auditing services... Read More

What is Email Marketing?

There are many avenues available for marketing online products. Radios,... Read More

Improve Email Deliverability: 15 Tips for Email Marketing Success

Delivering email newsletters and sales messages to opt-in subscribers and... Read More

Great Response by Auto Responder

1. Collect leads with your autoresponder. You will get an... Read More

Heres Why You Dont NEED a Blog

The word "blog" seems to be everywhere, and what an... Read More