Anthony on LinkedIn needed some email marketing tips.

He wanted to use email lists to figure out his target market.  He figured that whoever responded would be a good prospect for his product.  He could then see some patterns (get demographics) and figure out how to market to this audience.

Is this right?

He’s putting the cart first.  The audience comes first.  Then the marketing strategy.

For instance, if your target market is Spanish-speaking Hispanic adults who like music, then you know to make deals, buy advertising, etc. with Sabado Gigante (a Spanish-language music and variety show) and similar outlets.

If English-speaking teens are also showing interest, then research the teenage market.   Figure out where they hang out, what they like, and go after them. If you get signups, it’s right. If not, it’s no good and you adjust.

Research first, marketing second

If your market is on Facebook, hang out on Facebook.  If they do a lot of texting, use text messages. Do a survey.  Run a contest.  Get some signups for your very own email list.  Then use those findings to determine if the market is big enough and how to reach it.

Horse.  Then cart.  Then driver.

You can’t talk to your audience if you don’t know who it is.  Heck, if you’re marketing in Spanish to people who only speak English, you’re literally not speaking the right language!