by Sarah & Kevin Arrow

Identifying Your Email Marketing Audience

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Can you really grow your business and your email list without knowing who your ideal customer is? You can in theory, but if you try to attract everyone, you might end up attracting no one. Instead of going out searching for customers, you should be drawing them to you.

In order to be effective with email marketing, you need to identify the people you can help best with your product or service. You’ll do this by creating an ideal customer avatar.

Attracting your email marketing audience.

Imagine a world in which your customer comes to you, looking for the exact products or services you provide. This world can be your reality if you take the time to identify your ideal customer. Once you know exactly who they are, you can market to them in a way that entices them to you.

Do these 3 things to attract your email marketing audience:

  1. Identify who your ideal client is
  2. Create content they’ll be drawn to
  3. Convert those prospects into paying clients

The best part? By doing this, you’ll also identify people with who you want to work with.

Why you need an ideal customer.

The topic of finding your ideal customer comes up over and over again and that’s because most people skip this step. Don’t make the mistake of assuming everyone is part of your target audience. There’s no point in building a large email list if you aren’t being specific with who you target.

Let’s say you own a high-end clothing line for women – you’d be wasting your marketing efforts if you marketed towards young men. And if you narrowed down your niche, you’d be marketing to women with a specific income.

Connecting with your audience is easier when you understand them well enough to relate to their problems and even provide solutions that make their lives easier.

Knowing what you want matters.

Don’t forget that this is your ideal customer. That means that you need to consider what type of customer you want to work with.

To narrow down your niche, ask yourself these questions:

  • Who do I want to target?
  • Who can I help the most?
  • Where do I think I can bring the biggest transformations in their lives?

Your answers will give you an initial perception of who your ideal customer is, but you’ll also need demographics and psychographics to know more about your target audience.

Make the time for it.

Unfortunately, some people put in the effort to identify their ideal customer and fail to do anything with the information. If your goal is to grow your business and your email list, keep your target audience at the front of your mind. Your ideal customer should influence almost every business decision you make.

The moral of the story is to find out as much as you possibly can about your ideal customer. By creating a specific avatar, it doesn’t mean you’ll miss out on customers who don’t fit that mold. The opposite is often true and you’ll attract more people because you’re more specialized. The more details you know about your audience, the more your business will grow.

About the author, Sarah & Kevin Arrow


Sarah & Kevin Arrow have worked in digital marketing since 2006. They share their thoughts and tips here on this site. They'd love to help you become more visible. Book in a call or ping us a message - we're waiting to hear from you!

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