2. Know Your Subscribers as Individuals

Email marketing works best as one-to-one marketing (soon, in fact, this will be the only form of marketing that will work). The goal is to create a dialogue with your customers through messages tailored to several things: their individual needs and interests, what products they purchesed in the past (up-selling), other related products you offer that they might benefit from (cross-selling), their budget, etc. Creating this dialogue requires you to know a lot about your members. You can find out by

• tracking and analyzing their behavior and by
• asking them.

Although asking questions is up-front and you don't have to be concerned with privacy issues, looking at what people actually do is the more reliable method to find out what they think and want.