Email marketing is a direct marketing channel that allows businesses to communicate with customers on their contact list about products, services and promotions. The high ROI makes it an important tool in a business inbound marketing strategy (Harper, 2022). A campaign needs to have a well thought out strategy that includes a clearly defined audience, engaging copy and the ability to analyze the results of the campaign. Email Marketing offers a high ROI Email Marketing Best Practice Knowing Your Audience Patel (N.D.), believes knowing your audience is the first step in email marketing. This allows you to improve the segmentation of your list and “create hyper-targeted” copy. Understanding the brand demographic is key to a successful campaign. This can be achieved through sign up forms which can provide data on how and why people subscribed to the list. Once a company has gained an understanding of their audience they can identify how and when the subscriber prefers to communicate, ...