How compiling an email list can benefit your business
Every business needs to communicate with its clients, whether prospective, present or past.
Therefore businesses really ought to think carefully about compiling an email list of these people in order to communicate with them.
This post explains why and how:
The need to connect with customers
All businesses need to make connections to survive. They know it is not healthy to live in a social vacuum.
Therefore there is a specific need for compiling an email list in order to create, maintain and follow up on these connections. Businesses need to be able to ‘talk’ to each variety of customer, to communicate about what they are doing, have done and what they will do in the future.
They also need to be able to tailor these conversations to meet each customers’ need, reach out to inspire their interest and be relevant to enable them to relate to the business.
More focused than social media
An alternative to compiling an email list could be using social media. This is certainly one way to communicate with your customers, but it is certainly not focused. Your emails will be seen by everyone, regardless of whether they are suitable or not.
Email lists offer a personalised message to specific customer groups. This is enabled through creating segments when compiling an email list, so that the business can communicate about particular products or specialised services that suit their target markets.
Social media is to raise awareness about the business, and maybe direct potential customers towards the email sign-up pages. It certainly isn’t somewhere to publicise pertinent communications meant for a select number of readers.
Blog subscriptions are not enough
Fledgling businesses who wish to save money may be inspired by blog subscriptions at first. Certainly these are a great method of notifying readers of your blog posts as soon as they are published.
However, the service provided is very limited. The business cannot send private emails personalised to specific readers. The emails themselves are not branded or categorised. There are no reports of performance or ways to gain feedback.
Using a blog subscription service doesn’t allow the business to see or check the actual data in the email list. They have no way of realising what are real contacts or spam. Also if the business decides to move to another provider, it cannot take the email addresses with it.
Professional email is the way forward
Here the business can view the collected data to work more effectively with it. Each email has been given with permission to use it, as the business as gained their trust and have verified its use with a double optin procedure.
Email marketing generates more ROI than traditional marketing practices, such as direct mail. It is cheaper and easier to use, saving on expensive printing and postage costs. It can be edited, changed and A/B tested to get optimum results.
Communications can be personal, purposeful and targeted. The business owns the email list, which can be used however it thinks best. And methods of collection can be placed within blogs or websites and on specific sales pages.
Why compiling an email list is necessary
Businesses need to be able to communicate in the best possible way with their customers. This can be done at their convenience, talking about subjects that are relevant, interesting and relatable, and personalised so each recipient thinks it is aimed specifically at them.
Constant communication keeps the business at the forefront of the customers’ mind. Information that is regularly relayed in this fashion, provided it is relevant and interesting, soon becomes the norm, and customers learn to expect it.
Compiling an email list is a major factor in building relationships with potential customers, creating advocates with existing customers, and winning past customers back into the fold. Consistent emails help towards increasing retention of customers and encourages more engagement elsewhere.
Dos and don’ts of compiling an email list
One of the worst mistakes a business can do about compiling an email list is to then neglect it. I remember working with a large corporate that spent all its time and effort collecting contact data into its email list, but it didn’t do anything with these people afterwards.
Growing a large emailing list isn’t a commodity to show off to your competitors. It is an extremely useful tool that should be thoroughly used within the extremes of its capacity to meet the business’ objectives.
And make sure you know why you are compiling an email list before you start. You can have a myriad of email lists for different purposes, all connected to marketing campaigns and promotional strategies related to whatever your business is doing next.
The value of the landing page
The best way to succeed in building your email list is through specific landing pages. These should have only one purpose, or call to action: to persuade the reader to sign-up.
These pages need be constructed with a benefit-laden headline, followed by an enticing description that adds value and addresses the customers’ desires. The page should contain a form that contains a compelling call to action within the contrasting coloured sign-up button.
Each landing page should lead onto a thank you page that offers an explanation, link to the lead magnet used to encourage a subscription, and be backed up with an immediate email containing the same information.
Prompts to get sign ups
As well as a sumptuous lead magnet to entice customers to sign up to your email list, there are a number of techniques to attract the attention of potential subscribers via the blog or website. Lead magnets can be a checklist, printable, bonus content, e-book or a report that is relevant to the customers’ need.
Websites and blogs can be set up with various techniques to attract potential customers’ attention to the sales page or sign up box. These usually present themselves as sidebar widgets, pop-ups, ribbons, slide-ons, full screen welcome mats, after post boxes and many more.
Gaining subscriptions to your email lists need to be able to relate to the customers you are trying to attract. If your lead magnet isn’t suitable, or your attraction techniques are annoying or intrusive, you may not have much luck in compiling an email list that is worthy and relevant to your business’s needs.
Have you got an email list yet?
If you are tempted to start compiling an email list, or have one but want to increase it and use it better to further your business, it is a good idea to have the correct professional email provider for the job.
There are plenty of examples around, such as MPP Global, and I suggest you do some homework before making a decision. You need to consider price, capacity and objectives to use your email list effectively to make sure you get the right versions for your business.
But once you have sorted everything out, you will never look back. You will soon realise what you have been missing out on without compiling an email list, and will be jolly glad you have made the decision to work with email communications. Now watch your business grow and thrive!
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