Email marketing is one of the most effective ways of promoting the products and services of a business. However, it is becoming an increasingly bad idea to rely on purchased list for building an email database. People don’t volunteer to add their email address to a list that will later be purchased by a business. Hence, it is inevitable that these lists usually contain email addresses that are either defunct or incorrect. The email databases that are purchased usually contain email addresses of people who haven’t chosen to receive emails. This means that they don’t want to be emailed incessantly and a business is simply leaving a bad impression by contacting them without invitation.
Apart from that, purchased databases are known to have a low quality rate and they will hurt a business’ future deliver-ability and email reputation because it affects the bounce, spam, unsubscribe and delivery rates negatively. Although it takes time and effort to build a business email database, but the results are definitely worth it as it leads to higher conversation rates. Here are some tips for developing your database organically:
- The email sign-up form should be visible to visitors on every page of the website. Either a logo or the form should be used for leading people to a dedicated page for signing up.
- Key benefits should be offered to people if they decide to sign up such as regular offers or exclusive content. Incentives could also be offered depending on the nature of the business such as an e-book or discount on purchases.
- The sign-up form for email should be compelling and easy to understand. Don’t ask for information that’s unnecessary and it keep it short and to the point or else people will be put off if they have to deal with a long and lengthy form.
- Testimonials from previous customers should also be posted on the email sign-up page as it will motivate others to do the same and they will feel secure.
- In order to encourage more and more people to sign-up, drive more traffic to your website. There are several ways to accomplish this goal such as creating new content or making a regular blog.
- The email sign-up page should be promoted on various social networking websites like Twitter, Facebook, Google+ and LinkedIn.
- A Welcome Email and a Thank You page should also be created, which should be sent after people have signed up to receiving emails. Show them something humorous and relevant in the initial mails and also add social sharing buttons to make it easy for people to share it with their friends and family.
- The email signature should have a link and call action so that the benefits of signing up are promoted by every outgoing email.
- There should be plenty of variation in the type of emails that are sent. Mark Charls, a marketing specialist from SG Business email database, says “A business will end up losing contacts quickly if every email they send is a sales pitch. The content can be varied by talking about industry news, promoting trends and referring to the business blog”.