How to build an email marketing database of quality customers from the home!

How to build & nurture an email marketing database of quality customers from home! Around around the islands.

Email Marketing

The following article written by Digital Marketing Institute’s Co-founder
and Director, Ian Dodson, was originally published on Independent.ie

Building up a healthy email database is essential for keeping your
prospective customers warmed up and ready to buy. In fact, one fifth of
marketers say their business’ primary revenue source is directly linked to
email operations, according to a ‘2016 State of Marketing Report’
conducted by Marketing Cloud.

Below I’ll show you how to build a quality email database and reveal some
top tips on how to segment and target your list effectively. Read on to
discover how to maximize your open rates and conversions and ensure your
brand’s message stays on your customers’ minds.

The Big Benefits of Email Marketing:

Email marketing was ranked as the best marketing channel in terms of ROI
(Return on Investment) in a recent report conducted by Adestra, with 68%
of companies rating it as ‘good’ or ‘excellent.’

Email marketing is a cost-effective and easily-accessible marketing
technique that delivers real revenue results for business’ regardless of
budget. It’s also a great way to keep customers clued into new deals and
offers, a powerful way to keep prospects engaged and it’s super easy to
track the results.

Choose an Email Provider:

First choose an email provider to help you build your lists and create and
track your campaigns. One of the most robust email platforms is TelMarketing from Astuto Technologies.
Due its user-friendly functionality and beautifully designed templates.
Other quality email provider options include Campaign Monitor, Exact
Target and Constant Contact.

Build a Quality Customer & Prospect List:

They are a number of ways to build an email marketing database. However,
to build a list of quality customers and prospects you will need to master
the art of intent – it’s best to capture the details of users who seem
genuinely interested in your brand, product/service or content.

You can place a call to action on your blog to encourage readers to sign
up to your newsletter. For example, our newsletter readership growth
increased by 30% in one month when we implemented a similar sign-up box on
our own blog.

Example: Newsletter Subscriber Call to Action on the Digital Marketing
Institute Blog:
Build & Nurture Email Marketing Database - Newsletter Subscriber Box

You can also embed an email capture box at your checkout process, add a
contact form on your product pages and create a banner giving users the
option to sign up to special offers. Whatever method you choose it is
essential to communicate the value you are providing to customers and
prospects.

Segment and Target your List Effectively:

Not all of your customers are the same and they therefore should not get
fed the same messages. Segmentation is important to add context for your
different customer types and ensure your customers receive a message that
is relevant to them at a point that makes sense to their purchase journey.
You can then create tailored and personalized messages that answer your
customers’ specific problems, while addressing their wants, needs and
desires.

The two most effective way to segment your prospect list is by ‘who they
are’ and ‘what they’ve done.’ The ‘who they are’ refers to demographics
like age, gender, income and location. The ‘what they’ve done’ refers to
the actions they’ve taken on your website. For example, one prospect could
have downloaded a brochure, while another individual might have opted in
to a specific offer. Any decent email marketing provider will allow you to
segment your list with ease and automate your campaigns to send to your
different customer types at a time of your choosing.

Next week, I’ll show you how to craft compelling email marketing messages
that your customers actually want to open and read.
You may also be interested in
How to Create Compelling Emails That Make Your Customers Click
How to Track & Improve Your Email Marketing Campaigns
How to create the most efective Email Marketing data base