There is no one-size-fits-all email for follow-ups, monthly newsletters, welcome autoresponders, or the ability to get your email to stand out in inboxes. Yet, email marketing is inherently about sending to more than one person at a time. So, once a potential or past client has received your marketing emails, how do you connect with your contacts in a meaningful, individualized way? Here's how you do it in three steps: segmentation, personalization, and the targeting of content.

1. Segmentation

List segmentation is the ultimate tool for refining your lists to groups or demographics that make sense to send to together. Rather than segmenting based on the content you want to send, try experimenting with letting segments determine some of your content. For instance, search and segment your lists by geolocation, email domains of interest, or buyer personas. You can even check out this list of 27 ways to segment your contacts or check out how to rate your network.

Segmenting your lists helps you focus on relevance when it comes to content. Practically, what Contactually does for you is also segmenting, as you get updates about who specifically to contact. Creating relevant content for list segments is the key to conversion, whether that's a purchase or a call back.