If you want your email marketing campaign to be effective then you should choose target email marketing which helps you get to get performance based email marketing. This means that for the success of your campaign you should create an email list of target consumers who are likely to visit your site through the email. This has a better efficiency rate and is considered as performance email marketing. For instance, if your online business is targeted at adults then including children in your email list would do no good for your ad campaign and would affect the performance of the email marketing campaign. So you need to get the right list for the success of your email marketing.
For performance email marketing, the advertiser can buy email traffic through the companies that provide the same. There are some companies which have a list of optedin customers which means that those customers are interested in getting emails that inform them about a particular product or service. Sending your email to such customers would help you to get a better traffic at your site and is more effective. The companies that sell such list would help you to define your target clients and reach out to them.