In fact even the term Email Marketing is "Old Skool"
Clever marketers are focusing on Marketing Automation.
Forget Lists and Broadcasts. Tags and Conditionals is what the smart marketers are using.
Here are 4 campaigns that you should be running all the time. If your Email Service Provider can't do these shop around because they are losing you money.
The Engagement Campaign
This is the simplest and most Important campaign. Everyone who opens an email should be tagged with an "Engaged" Tag.
You then ensure that you send 1 or 2 pieces of great content to them each week.
This content shouldn't be overtly promotional (although I never send an email without a link to one of my products or blog posts) I should give them your best content.
You are simply turning their casual engagement, they opened one or more emails, into a long term relationship.
I always send this as a broadcast and it's always topical.
The Click Recency Campaign
Every time your subscriber clicks a link you should be tagging them with Click Recency (CR) tags . Typical tags are (CR=1-Week) (CR=1-Month) and (CR=3-Months)
Then you set up a rule to remove:
The 1 week tag after 1 week
The 1 month tag after 1 month
The 3 month tag after 3 months
You'll now know exactly who your most engaged subscribers are. (the ones with a 1 week tag!) The tags are reapplied when ever a link is clicked
Send your emails to them first and your deliverability will increase for all subsequent segments you mail because email services can see the high open rate your emails get.
The Re-Engagement Campaign
Anyone who doesn't have an Engaged tag or a Click Recency tag need to be reengaged and brought back into the fold.
Every 3 or 4 days you should have an automated email go out to your unengaged subscribers. As soon as they open any email the Unengaged tag should be replaced with the engaged tag and they should start receiving your engagement emails.
The VIP Campaign
You need to reward your best subscribers I do this via a VIP list.
I can use this list to reward my buyers loyalty I can give 15 minutes of free skype coaching, access or discounts to products or answer individual questions.
You need to decide what your criteria for getting on the VIP list is. It can be opens, clicks or purchases.
I use Links clicked and products purchased.
A click on a link earns 1 point and purchase earns more depending on the cost. When a subscriber reaches X number of points they are moved to the VIP list.
To make this even more powerful you could add different levels of rewards, For example Silver Gold and Platinum levels.
Finally if you have a person on a VIP list that doesn't own some of your premium products (tag everyone who buys a product with a unique tag!) , give them a free trial or a Discount coupon.