For higher quality (more targeted and uniform) audience, advertisers have traditionally paid a higher cost per impression, although overall cost for advertisers is lower with email campaigns since number of impressions is lower. In addition, ability to modify and adapt creative to confront rapidly changing marketing conditions makes this medium especially attractive and cost effective.

Our microtargeting approach has been very powerful. This strategy focuses on increasing market share--that is, on selling a product to as much of market as possible. Once a product succeeds on a microtargeting level, we can eventually modify it to appeal to a larger group. When properly and effectively executed, microtargeting leads back to masses.

Instead of trying to reach greatest number of people, microtargeting focuses on earning more of an individual customer's business. This strategy doesn't target groups of customers, it targets units of one.

The foundation of our microtargeting approach lies in idea that 80% of a company's business comes from 20% of its customers. The most active frequent fliers account for bulk of airline profit. So, rather than aiming to reach all possible fliers, airlines realize they can more efficiently market themselves by trying to win over top level, and by encouraging those frequent fliers to fly as frequently with them as possible.

Our microtargeting email practices help businesses provide better, more personal services. It is an equally effective strategy for both business acquisition and retention.

Give a Bullet List of Benefits

No matter how good your copy is, fact remains that surfers scan. By outlining your benefits in a bulleted list, you'll grab wandering eyes - and summarize your case nicely. Here's a sample bulleted list for a local Italian restaurant.

- Free "Taste of Italy" cookbook, with 25 easy to make recipes - Membership to our birthday club. On your special day, you're dinner's on us. - VIP coupons (free desserts, entrees, and wine) - Exclusive tasting nights. We close our doors to public - and invite you to sample our new menu first.

Give a Bulleted List of Objection Killers

Why aren't people signing up to your list? That little nagging voice in their head wondering if you'll spam them, if you'll email them to much, if emails will be boring. A short list of objection killers can take care of this nicely. Here's an example.

- You'll hear from us (and only us) once a week. If you get sick of us, you can easily say "no thanks" - We keep your email completely private - you'll only hear from us. Our privacy policy can be found here (link).

Make sure you do include a short version of your privacy policy in your list, with a link to your full privacy policy on a separate page. More and more surfers are looking for privacy policies every day.

Provide a Sample Email or Two

If emails you send out are content filled and well written, by all means show a couple of them off. A lot of ezines are boring, poorly written, or worse, just blatant ads. If you show surfers that your emails are worthwhile, they'll be much more likely to sign up.

Make Your Ezine Ad Standout

Many marketers take time to set up an email list, write issues, and then bury or hide sign up box.

Feature your sign up box as prominently as possible, using bright colors (I'm partial to a yellow background).

Include a photo in your ad when relevant. Diet ezine? Show a woman satisfied with her fit body. Parenting advice? Happy moms with their kids.

Experiment with size and location of your sign up box. Does it work best on side, above fold? Or in middle of an article? Usually bigger is better when it comes to ads - but test unusual shapes (like a square or long rectangle) as well,

Don't Ask Them to "Join" or "Subscribe"

You can make your submit button say whatever you want, so why not re-enforce your marketing message with a strong call to action? "Get Your VIP Coupons" or "Download 7 Easy Ways To Look Younger"

ynthia King, runs shelikesmoney.com a free marketing resource site for female business owners and entrepreneurs. To find more free articles like these, visit: http://www.shelikesmoney.com/