Don’t be so quick to blame email marketing for your woes. It may not be email itself, but rather, how you send email. Email open-rates may be underwhelming, but email has a ROI of 3800%, higher than any other digital form of marketing. So clearly, email can be very successful. What’s important is what you do with it.

Your first step is to identify who your audience is.

Identify Your Target Audience

In order for your campaigns to be successful, they need to be clearly targeted. Use these questions to identify who you are sending to:

  1. What is your ideal subscriber like? Think demographics. Are they male or female? How old are they? Are they married or single? Do they have kids?
  2. What are their interests?
  3. Which industry do they work?
  4. What are their goals?
  5. What are their problems?
  6. Which barriers may prevent them from buying your product/service?
  7. What type of content do they consume?

Once you’ve identified who you’re targeting, it’s time to create some goals.

What are you trying to Accomplish with your Email Campaign?

Keeping your target audience in mind and remembering your organization’s goals, decide what you want your emails to accomplish. Some common goals include:

  • Growing an email list
  • Increase open rates
  • Improve click-through
  • Decrease unsubscriptions or spam complaints
  • Improve response rate
  • Gain customer feedback

When deciding your goals, be sure to keep it SMART, as Business 2 Community suggests.

Specific: Vague goals will prove to be ineffective. Decide specifically what your company wants to accomplish and a plan on how to achieve this goal.

Measurable: In order to ensure your company is on the right track, goals will need to be measurable. Identify means of measurement, specific checkpoints, and what numbers coincide with accomplishment.

Attainable: Your goal needs to be within budget, time, and employees’ skillset.

Realistic: Although it’s important to strive for your company’s best, don’t select a goal that is unachievable. Use some historic data to determine how realistic your goal is.

Time-Bound: Choose a date that you want a goal achieved by.

Important Email Tips

There’s a number of ways you can make your campaigns stand out. Some potential ideas:


63% of emails are deleted immediately if they are not mobile-optimized. With the increased use of smartphones, more and more consumers are using mobile for routine tasks, like opening email. If your email isn’t optimized, many readers won’t be able to view it.

Gain Customer Permission

Before sending any email, it’s important to get the consent of the customer first. Otherwise, your brand may appear spam-y and turn off the customer to your brand – something you don’t want to happen. Permission-based email starts the relationship with customer off on the right foot.


Personalization can be as simple as using the customer’s name or demographics to something more targeted – identifying the users personal interests or preferences. Mass, generic emails are quickly losing the interest of consumers. They don’t want to receive the same message as everyone else. So creating different forms of emails for different types of customers acts as a better way to gain attention. Trigger emails (emails triggered by a certain action) are one great way to personalize, and despite making up only 2.6% of all emails, these types of emails earn 20% of total email revenue.


You can automate anything from the types of personalized messages you send to preset re-engagement emails at specified intervals. This keeps you in the forefront of the customers’ mind without extensive effort on your end. Your time will be freed up for other important tasks.

Ensure that your strategy is focused

Across the board, ensure that your construction email marketing strategy is focused. Who are you targeting? What are your goals, how can you measure them, and what are other important specifics? Are you optimized for your customers’ devices and are you aware of their interests? All of these are important questions to ask when forming your email marketing strategy.