Do Not Waste Your Subscribers Time By Targeting Poorly

Sending an offer to someone who cannot take advantage of it — even if they want to — is practically the definition of poor email targeting.

Raj at The Touch highlights an example of Costco doing just that. They sent an offer to their entire list even though it was only available in four states.

If you’re going to offer products that will only apply to small percentage of your subscribers, you should find a way to segment your email list.

If you don’t have that capability — due to technical problems or lack of data — you need to remedy that situation. Otherwise you may find your subscribers tuning out on a regular basis and dismissing your emails as irrelevant.