ail marketing campaign: they don't know their own customers. I know this may sound obvious, but with email marketing it often gets messed up. What you must realize is that if you want to sell to everyone on your list, you'll need to Fruit trees provide a useful email marketing analogy. Like fruit trees, different types of customers need to be cultivated in different ways if they are to bear fruit. The problem is that when it comes to email marketing, most companies treat all their customers the same...providing the same nutrients to all of their fruit trees instead of taking time to understand that what makes an apple tree bear fruit may cause a cherry tree to produce a miserable crop. When you use email marketing properly, you spend your efforts providing each different type of tree with personalized care so each one produces an abundance of juicy fruit.

So before you go ahead and develop that new email campaign, here's a short primer on what you can do to motivate the people on your list to click and buy.

Talk to the right group of people.

Many retailers and marketers make a fundamental (and costly) error when they create an email marketing campaign: they don't know their own customers. I know this may sound obvious, but with email marketing it often gets messed up. What you must realize is that if you want to sell to everyone on your list, you'll need to u

ies treat all their customers the same...providing the same nutrients to all of their fruit trees instead of taking time to understand that what makes an apple tree bear fruit may cause a cherry tree to produce a miserable crop. When you use email marketing properly, you spend your efforts providing each different type of tree with personalized care so each one produces an abundance of juicy fruit.

So before you go ahead and develop that new email campaign, here's a short primer on what you can do to motivate the people on your list to click and buy.

Talk to the right group of people.

Many retailers and marketers make a fundamental (and costly) error when they create an email marketing campaign: they don't know their own customers. I know this may sound obvious, but with email marketing it often gets messed up. What you must realize is that if you want to sell to everyone on your list, you'll need to

you use email marketing properly, you spend your efforts providing each different type of tree with personalized care so each one produces an abundance of juicy fruit.

So before you go ahead and develop that new email campaign, here's a short primer on what you can do to motivate the people on your list to click and buy.

Talk to the right group of people.

Many retailers and marketers make a fundamental (and costly) error when they create an email marketing campaign: they don't know their own customers. I know this may sound obvious, but with email marketing it often gets messed up. What you must realize is that if you want to sell to everyone on your list, you'll need to

, here's a short primer on what you can do to motivate the people on your list to click and buy.

Talk to the right group of people.

Many retailers and marketers make a fundamental (and costly) error when they create an email marketing campaign: they don't know their own customers. I know this may sound obvious, but with email marketing it often gets messed up. What you must realize is that if you want to sell to everyone on your list, you'll need to

ail marketing campaign: they don't know their own customers. I know this may sound obvious, but with email marketing it often gets messed up. What you must realize is that if you want to sell to everyone on your list, you'll need to use different approaches.

For instance, you'll want to use a different approach to sell the same product to men than women because as we all know, men and women are different. You can do this by breaking down your list into different groups based on demographics, buying behavior, lifestyles, or whatever you choose. This gives you the flexibility to target your promotions and offers based on specific customers' needs and desires.

Keep your eye on design.

Eye-tracking is one of the latest (and seemingly greatest) tools in the email marketers' shed, and the performance gains made by companies that make use of it are real. Using the data accumulated from eye-tracking studies allows you to see how people read your emails and to identify visual "hotspots" where customers look on the page. You can then change your layout and design to improve performance.

When designing your emails it's important to rem