While email marketing software is definitely an effective tool for any online marketing strategy, it’s important to know how to use it efficiently. A smart way to use this software is to segment your email lists. This means that instead of sending out one general email to everyone, you will able to send out more targeted mails to specific sets of people. In terms of marketing to an audience with a specific interest and need, this has tremendous marketing potential. You’ll be able to give certain people just what they want - conversely, you can avoid spamming potential customers with information they don’t respond to.