Put your existing email lists to work
Make advanced segmentation a part of your digital strategy with better email lists. With more segmenting criteria than ever before, you can create multiple segments and target your customers with precision. Email lists need to become a productive part of the marketing mix.
Add a set of nested conditions which apply combinatorial logic to customer data you have collected like purchase activity, gender, age range, and more. Use e-commerce data, campaign activity data, and subscriber preferences to discover more of the factors that connect your customers.
Experiment with different combinations to learn what’s right for your company and your customers. Once you have zeroed in on your target audience, you can save a segment for current or future campaigns.
Set up lead capture forms on your website. You work hard to get traffic to your site, so let’s ensure visitors subscribe to your email list, so you can convert them into paying customers, no technical setup, no coding, no hassle. Capturing leads from your website has never been easier.
You can be up and running a lead capture in no time at all. You can customise every single element of your form to match the design of your website. Remember your mobile visitors are just as valuable as your desktop visitors.
Email marketing can have high-impact when done well
Email marketing is a high-impact, low-cost way of delivering your marketing message to current customers and prospects, if that is, you have a reasonable email list on which you have to build. If you do not, seek advice about the most efficient and creative ways to create an email list.
If your email list is short, scant on information, full of errors and redundancies, or just not on-track with your targeting, the poor-quality data can be worse than having no data at all. Without an up-to-date and accurate email list, all your other digital marketing efforts may be less than satisfactory.
There’s a lot to be said for the human touch, and many of the best ways of creating a more useful email list are to practise good old-fashioned human interaction to help you. For example:
- Implement lead capturing forms on your website
- Optimise your website landing pages for opt-ins
- Leverage business cards
- Build your blog
- Invite people to subscribe
- Engage through social media
- Get employees involved
- Move the ‘free-line.’
- Give them subscription options.
- Piggyback on others’ efforts
- Create an online community
Keeping your email lists clean and compliant
Building a list is only half the job. Email lists naturally decay as people change jobs, abandon old addresses or lose interest. A regular clean-up keeps your data accurate and helps your messages reach the inbox rather than the spam folder.
- Remove addresses that bounce repeatedly.
- Run a re-engagement campaign for subscribers who have not opened anything in months, then remove those who still do not respond.
- Fix obvious typos and duplicates when you import new contacts.
- Update preferences and personal details whenever customers tell you something new.
Compliance matters too. In Australia, the Spam Act requires that you have consent to send commercial emails, that you clearly identify your business and that every message includes a simple way to unsubscribe. Never buy lists or add people without permission. It damages your reputation and can put your business at risk.
Turning subscribers into customers
Once people have joined your list, give them a reason to stay. A short welcome series introducing your business, your best content and what subscribers can expect from you sets the tone early. First impressions count in email just as they do face to face.
Use the segments you have built to send messages that feel relevant. A new subscriber, a loyal repeat customer and someone who abandoned a cart all need different conversations. Tailoring your content to each group is far more effective than sending the same newsletter to everyone.
Keep an eye on your results. Open rates, click rates, unsubscribes and, most importantly, enquiries and sales tell you what is resonating. Test one element at a time, such as a subject line or call to action, and use what you learn to improve every future send.
