Definition
Email targeting is the process of determining which subscribers receive which email messages based on data about who they are, what they have done, and what they are likely to do. Targeting transforms email from a broadcast channel into a precision communication tool that delivers relevant content to each subscriber.
Effective targeting requires data, a clear understanding of your audience segments, and the ability to match content to subscriber characteristics. It is the foundation of every successful email program. Untargeted email is spam, regardless of who sends it.
Targeting Methods
| Method | Data Source | Example |
|---|---|---|
| Demographic | Signup form, CRM | Send different content by job role |
| Behavioural | Email engagement, website | Send based on pages visited |
| Transactional | Purchase history | Send product recommendations |
| Lifecycle | Time since signup, engagement | Send onboarding vs retention |
| Preference | Preference centre | Send based on selected topics |
| Predictive | AI/ML models | Send predicted best offer |
| Geographic | IP, location data | Send timezone-specific timing |
Targeting vs Segmentation
| Factor | Segmentation | Targeting |
|---|---|---|
| Definition | Dividing the list into groups | Delivering messages to groups |
| Focus | Who subscribers are | What each group receives |
| Output | Segments defined | Campaigns delivered |
| Relationship | Prerequisite | Outcome |
Average Benchmarks
| Approach | Open Rate | Click Rate | Revenue per Email |
|---|---|---|---|
| No targeting (broadcast) | 15-20% | 2-3% | Baseline |
| Basic targeting (1 criterion) | 20-30% | 3-6% | +20-40% |
| Advanced targeting (3+ criteria) | 30-45% | 6-12% | +50-100% |
| Predictive targeting | 35-50% | 8-15% | +75-150% |
How to Improve Email Targeting
- Collect the right data at signup: Ask for information that directly informs targeting. Topic preferences, role, company size, and primary challenge are all high-value targeting fields.
- Track behavioural signals: What subscribers click reveals more about their interests than what they say. Set up tracking for email clicks, website visits, and product usage.
- Use progressive profiling: Collect additional data over time through preference centres, surveys, and interactive email content rather than asking for everything at signup.
- Create a targeting matrix: Map your content types and offers against your audience segments. Identify gaps where segments are not receiving relevant content.
- Test targeting accuracy: Run holdout tests where a targeted segment receives a general version of the same email. Compare engagement to measure the value of your targeting.
Related Glossary Terms
A/B Testing
A/B testing in email marketing is the practice of sending two variations of an email to a small sample of your list to determine which version performs better before sending the winner to the remaining subscribers.
Abandoned Cart Email
An abandoned cart email is an automated message sent to customers who added items to their online shopping cart but left without completing the purchase. It is one of the highest-converting email types in ecommerce.
AIDA Model for Email
The AIDA model (Attention, Interest, Desire, Action) is a classic copywriting framework used to structure email campaigns that guide subscribers from awareness to conversion.
AMP for Email
AMP for Email is a Google-developed framework that allows email messages to include interactive elements like forms, carousels, accordions, and live content. It turns static emails into dynamic, interactive experiences directly inside the inbox.
Announcement Email
An announcement email is a dedicated campaign that communicates a specific update, milestone, or change to subscribers, from product launches and feature releases to company news and events.
AOL Mail for Email Marketers
AOL Mail is a legacy email provider with specific deliverability requirements and rendering quirks, now operating as part of the Yahoo+AOL network under shared infrastructure.
Frequently Asked Questions
Targeting determines which subscribers receive which email. Personalisation determines how the email content is customised for each subscriber. Targeting answers "who gets what." Personalisation answers "what does each person see within that email."
Targeting is effective at any list size. Even a list of 100 subscribers can be targeted by signup source or expressed interest. Statistical significance for targeting tests requires larger segments (500+ per variant), but the targeting decisions themselves can be applied to any list.
Start with 1-2 criteria and add more as your data and capability grows. Common starting points are lifecycle stage and topic preference. Adding more than 5-7 criteria creates diminishing returns as segment sizes shrink.
Yes. Targeted emails generate higher engagement rates, lower spam complaint rates, and fewer bounces. Mailbox providers use engagement signals to determine inbox placement. Better targeting directly improves sender reputation and deliverability.
Compare engagement metrics (open rate, click rate, conversion rate) for targeted campaigns versus non-targeted campaigns to the same audience. Track per-segment performance over time. A decline in segment performance may indicate targeting criteria need updating.