When customers subscribe to your e-mailing lists, they want to hear from you. Giving an email address is the equivalent of over a business card and saying, “Hey, call me sometime!” So rest assured that you can send email to an address, provided to you with direct consent, without feeling like you’ve invaded their privacy.

But if the case is that your EDMs or newsletters are just not being opened, it’s probably not because they don’t want it – nor is it because email is a dying medium. In fact for many industries, email marketing still produces a higher ROI than TV, radio, video and even social media.

If you look at the recent start-up company, theSkimm, they’re proving that there are engaged audiences that subscribe to email newsletters. Essentially, theSkimm’s sole product is an e-mail newsletter that digests various news topics for young– particularly female–professionals who want to get ahead. They found their persona through that compulsive get ahead mentality that is so pervasive amongst their target audience, and bottled it – And it works. Since its launch last year, they already have more subscribers than the New York Times digital subscribers worldwide.

So what was the key to their success? – It’s all about knowing who you’re talking to, and speaking your audience’ language. You have to communicate in a way that resonates with consumers, not alienate them. This starts with simple elements such as personalised subject lines, which have been shown to increase open rates by around 30%. And it ends with an encyclopaedic knowledge of your email database.

But how do you get there? Just get messaging!

When you send an email, you’re actually gathering information about your database: open times and click-through data are actually insights into when your clients are reading, and which content interests them most.

When you’ve got information on your readers, you’ll have a better idea on how to target them. Maybe your regular correspondents could use a membership to your loyalty program? Or maybe, someone who’s just signed up to your online shopping service, but hasn’t purchased, could do with a little 15% off incentive to get spending?

By looking at specific actions– or inactions– gathering information can be easier than you think. And then all you have to is generate fresh content that keeps your customers hanging in the balance for each new issue.

Email marketing is your research and revenue machine. But you don’t have to prime it all on your own. We know a thing or two about delivering newsletters that actually get read. Subscribe to ours and see it for yourselves: