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Has the List been Segmented and Reviewed for Errors?

Prior to sending the message, marketers must decide which subscribers are best suited to receive the message and which ones will have the highest probability of responding to the offer. It is a mistake to skip this step as studies have shown that targeted email campaigns have a 250 percent higher response rate than general email blasts. This means that the marketer can send the message to fewer people but generate a greater response because the emails are personalized and customized to the needs of the recipients.

There are many ways to segment the subscriber list. Marketers may decide to send a message to a particular geographical region or a certain age group. They may even use more detailed information, such as product preferences or purchase history, to determine the correct audience.

This is also a good time to focus on list hygiene to ensure messages don’t bounce due to misspellings. Many email marketing software packages, like Listrak, have this feature built in so errors such as sam@alo.com, jane@yahoocom, and sarah@gmail.cmo are corrected automatically before being sent out.