Email remains one of the most powerful digital marketing tools and Tink Taylor, founder of dotmailer, has some tips on building your email list strategy.
Email has proved that it is still one of the most effective marketing channels to communicate with consumers. In a marketing technology study released during March this year, dotmailer found that email was the top piece of marketing software used by global marketers (88 percent). However, just as important as sending out email campaigns is the need to build the right email list.
As consumers become more tech-savvy and sophisticated, so must strategies for acquiring them. A recent Engage Digital survey, which interviewed more than 280 executives in Australia, New Zealand and South East Asia, reveals that for 56 percent of the respondents the right marketing technology can fundamentally transform a company’s ability to connect effectively with customers.
Below are a few key recommendations for devising your email list strategy. Get it right and it’ll not only help you to gain customers, it’ll keep them coming back, too.
- Pop-ups are popping up all over the place
Although website popovers offer one of the easiest and quickest ways to collect email addresses, companies need to put thought into the user experience. Before adding a popover, think about where your customer would spend more time on your website, like the blog or a sales landing page. Understanding the user means you can better target your pop-up so it appears in places where they’ll be more receptive to signing up for more information about your brand.
- Bridge the gap between online and offline using in-store collection tactics
For those who operate physical stores, one prime opportunity is to collect email addresses when a customer goes to the cash register. The salesperson is well-placed to ask for the email address, whether collected via a piece of paper or electronically on a tablet. In all cases, it’s essential to get the customer’s permission and the reason for collection must be made clear to the consumer — are you going to send them your latest offers or news?
- Use surveys to enrich your customer data
Another clever way to collect customers’ email addresses is through a survey. Surveys can help to gather additional data that’ll improve the relevancy of your email marketing campaigns. They work best when sent out in the first few emails so you can tailor ongoing communications, or straight after a purchase to ask for opinions on the buying experience or the product bought. More importantly, surveys show that your business is clearly interested in and will act on the opinions of your customers.
- Implement e-receipts if you have high-street stores
Not only are they ‘green’, e-receipts provide another ideal opportunity to connect offline channels with online. Email addresses are the perfect linking attribute because each one is unique to the owner. If you’re collecting email addresses at the point of purchase, you’ll want to feed them into a database that allows you to match up customers’ in-store and online purchases. You can use this information to build segments; for example, ‘haven’t purchased on any channel in six months’ or even ‘an offline customer only’. You could send offline-only customers an online-only offer to increase the number of ways and frequency in which they shop with you.
- Social media channels as an extra
Brands that are actively using social media channels can take advantage of customers’ spontaneous interaction to get them signed up for a newsletter or even run a social competition to encourage users to provide their email addresses. Many B2B e-commerce companies use content to get leads, by publishing downloadable guides and promoting them to their social audience. These landing pages include a form to complete in exchange for the free download. Twitter Lead Generation Cards are another way to gather names and email addresses via promoted tweets.
To be successful, you must firstly understand what your user wants to receive from your business. After all these tips, you can better build your email list strategy with clear and concise directions. You now know what works and any guesswork has been taken out of the equation.