Investing In Your Email List
A targeted, organically-grown email list is one of the most valuable assets that your company can own. With direct communication with your customers on a personal, one-on-one level, you can generate new sales, spread your messaging to enthusiastic brand supporters, and cultivate long-term relationships with consumers who will return to purchase time and time again.
There are many ways to grow your email list but the most effective are those based on honesty, permission, and transparency. Give your customers clear options for joining (and leaving!) your network so that they trust your brand and feel valued and respected. Permission-based email that utilizes opt in or double opt features ensures that your list is comprised of willing consumers that are interested in learning more about your products or services.
So how do you convince present or potential customers to join your email list? It's simple - by honoring their preferences and providing them with something of value. Exclusive offers, members-only discounts, and free product make it worthwhile for consumers to join your list and open your emails on an ongoing basis. Contests and promotions can be created around your email list campaign that excite your visitors and motivate them to join your mailing list.
Growing your email list also means making sure that your technology and infrastructure support deliverability and maximize campaign effectiveness. For starters, make sure that your emails are actually arriving to their intended inboxes. Almost 20% of permission-based email gets blocked or filtered by ISPs or system administrators, hurting deliverability and diluting the power of your list.
Email list development should be a multi-channel effort that is supported throughout each of your marketing endeavors. In fact, it's important to invest time and resources in growing your email list offline as well as online. Make sure that you are adding to your list during trade shows, live marketing events, and in-store promotions. Add the receptive contacts that you meet during networking events and conferences - after receiving their permission, of course!
The ongoing development of your email list is a critical component of any effective long-term marketing strategy. A smart, permission-based approach to email marketing will generate impressive results while protecting your consumer's trust and strengthening your brand's credibility. Encourage your customers to join your list by providing honest value that is clearly communicated and effectively delivered. By investing in expanding your email list today you can ensure a growing network of loyal customers and enthusiastic brand ambassadors tomorrow.