On any email list, there will be three populations," writes Karen Talavera at MarketingProfs. "[T]he people who love you, the people who like you, and the group who are just hanging in there."

To make sure you're sending each group the right message, it's important to first determine who's exactly who.

Talavera offers these tips for identifying customers in the first group—your "brand loyalists":

They open at least 80 percent of the messages you send. "Brand loyalists keep an eye peeled for what you have to say, so when you show up in the inbox they're curious enough to open and at least skim your message, even if they're not in the market to buy or respond right then and there," she notes.

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