Are You Email Marketing or Data Marketing and Does it Matter?

I first heard the term data marketing, in regard to email marketing, from Jermaine Griggs owner of

Griggs is a self-made man. He created a music site that has become very successful and he offered advice on how he did it through a webinar offered by

First, let’s go over what email marketing is and then what data marketing is.

Email marketing is a strategy in which you send informational and promotional emails to people or companies that sign up for your mailing list. It’s a means of developing a relationship with your subscribers.

To get a subscriber, you would offer an ‘ethical bribe,’ such as an informative or entertaining ebook, video, or podcast.

Data marketing is the strategy in which you collect data on your subscribers and use that data to create targeted follow-up emails. The targeted emails allow for a more personalized connection to your subscribers.

A note here: This does not mean garnering highly personal information on your subscribers, it simply means gathering enough general information through their actions and responses to determine demographics, interests, needs, and online behavior.

So, how do you do data marketing?

You can think of data marketing as a ladder. The first step is getting ‘the visitor to your site’ to subscribe to your mailing list. Then, each follow-up email is geared to gathering a bit more targeted information on the subscriber. This information will allow you to create a segmented subscriber list.

The Purpose of a Segmented Mailing List

Knowledge is power. Knowing what types of products or services your subscribers like, need, and want is power. It allows you to send targeted emails to specific and receptive groups.

So, how might a segmented mailing list work?

Well, unless you write in only one genre, or you have only one service or product, you will be marketing to different markets.

Let's use book marketing as an example.

Suppose you’re an author of middle grade and young adult books and you also write picture books. The market, and therefore your marketing strategy, for these two genres is different.

You might be wondering, how so.

Well, to promote picture books, you need to target parents, grandparents, possibly teachers, and other adults who would buy for young children. The middle grade and especially the young adult market would be able to pick out and read their own books, so you’d be marketing to them, as well as teachers and other adults.

The marketing strategy for each genre needs to focus on the target market. Subscriber segmentation allows you to send targeted emails to each marketing group.

This strategy applies to every niche and industry.

So, if you’re not data marketing yet, get started today.


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