said 1 year, 3 months ago:
@rich-brooks Successful email marketing hinges on three main challenges: finding your customers, getting them to opt-in, and keeping them opted-in after that. With so much competition in your customers’ inboxes, achieving these three things is a major success.
How you build your email list is not without challenges. Some organisations choose to buy data, but this can be very risky. There have been many instances where data companies have shut down one day, just to re-appear as another the next.
If you are going to buy data make sure you are dealing with a reputable company, or you could be left with no recourse if the data turns out to be faulty. The emphasis is on you to obtain binding assurances that the data is opted-in. If you are familiar with the source and have absolute trust in the provider that’s one thing, but if not, just don’t do it.
It is far better to build your own subscriber list. Most organisations should start with their existing customer base. Indeed, you should probably consider treating existing customers in a different way to new prospects.
Use your social media channels to promote the benefits of opting in to your emails, and use referral schemes as well as your offline marketing (for example, publicising your e-newsletter at the bottom of an advert). Essentially, you need to promote opt-in at every available touch point.
It all takes time and don’t believe those who try to sell you a quick, cheap fix. “Data is the new oil’ they say. Well, can you think of any instances where getting oil was cheap and easy? At the risk of labouring the point, ‘Drill your own well’.
How you get people to opt in to receive your emails, of course, is another challenge altogether. Smart businesses implement an opt-in strategy in order to build their email lists. There are two main opt-in methods:
Single opt-in: recipients are added to the list after filling out a form online or sending an email. A benefit of this approach is the minimal effort required increasing the probability of acquiring the subscription. The downside is the lack of a confirmation of intent and the opportunity to check the validity of the request.
Double opt-in: where you ask recipients to confirm their subscription, usually by clicking on a link in an email automatically sent to their inbox after they first register, is considered ‘best practice’, and is essential if you are a B2C marketer. This approach also provides the opportunity to reinforce the benefits of subscription and even promote an exclusive sign-up benefit.
To encourage opt-ins you will need to clearly communicate the value of the information that your emails will impart. For example you may choose to offer email only special offers, you could promise to provide hints and tips on how to do something better or offer useful analysis or commentary on matters that impact your readers lives.
It is a good idea to give a sense of what a subscriber might expect to receive including frequency, content and options to segment messages by a series of options available to them.
That’s my two cents worth.
Have a nice day!