- On June 15, 2021
Email is one of the most powerful tools in the partner marketing agency arsenal for reaching out to prospects and customers. It is the most direct, effective and cost efficient way to communicate with decision makers, nurture them during the buying journey, and convert them into customers.
According to optinmonster, email marketing has a potential return on investment of up to 4400%, and email marketing remains the best way to attract and retain customers when using an organically generated contact list.
To have the best impact with your email endeavours, you need a good list. Whether you are trying to go after a new industry or just hit a bit harder in your own target market, you’ll want to know how to keep building your list and fine tune the way you maintain it over time.
Whether you are new to email marketing or have been doing it for years, here are some best practices and tips to help you get the most out of your email channel marketing efforts by producing the most fantastic 1st or 500th list.
How to Build an Email Marketing List
There are several ways to help you build an email list including but not limited to the following efforts:
Add Subscription Options
Use your website to promote different email subscription options. You could ask people to sign up to receive regular industry updates, topical newsletters, blogs etc. Clearly state the benefit of these and make it compelling. It is equally important to mention what to ask for in the email sign-ups. The less information you ask for, the more likely the person will give their Details . Just basic attributes like, first and last name, company and email address are sufficient. Ideal places for these subscription sign-ups are any pages that garner a lot of traffic or are services related to the offered subscription.
Create a Blog Email Sign-up
Creating a regular blog is a great way to get people to subscribe. Blog posts increase your search ranking and allow you to collect blog subscribers who will become more engaged with your brand over time. Guest blogging brings a diverse range of opportunities to your organization. Be sure to look for industry leading blogs to take advantage of their higher domain authority and use keywords that were otherwise too difficult on your own site. You can host other thought leaders on your site and contribute to theirs as well. This gives you an opportunity to gain more traffic and more subscribers.
Showcase Your Expertise at Events
Events are a great way to showcase your industry knowledge and expertise. Whether you’re attending a conference or sponsoring a virtual event, use it as an opportunity to collect more emails. If you’re speaking at an event, you can collect contact information from people who register for your session through the organization hosting the event. If you’re sponsoring a virtual event, you can schedule demos with attendees and collect email addresses that way. This channel is particularly important when dealing with other companies, employing an account-based marketing strategy.
Host a Webinar
Webinars are another great way to collect engaged participant data. You can host your own or purchase a sponsored slot. You’ll often find participants in webinars often expect to be contacted after the webinar is over because they’ve already opted-in to attend the event.
Feature in Industry Publications & Associations
Another great account-based marketing tool, there are a variety of industry publications and associations that write about trending topics that are important to your prospects (Gorilla’s CEO writes regularly for Forbes). These are great resources because you can direct visitors back to your website, where you’re already collecting email addresses. In addition, creating an eBook or webinar with a partner can split up the work of content creation and allow you to share the audience of a similar business. After you release your content, you can split the leads you generate with your media partner.
Promote Content on Social Media
Social media is a great place to capture new contacts. While some offer content in exchange for an email, others use social media channels to promote other options, like a free trial or product demo, in exchange for new contact information. You can offer content such as an eBook or another free resource to your followers that requires an email address to redeem. Create campaigns on Twitter, Facebook, or LinkedIn to reach out to your audience and promote the offer. Consider using a specific page on your website where you can send people to download the eBook. That landing page is a single web page that is created for specific marketing purposes. It might have information about the valuable insights inside the eBook that they will receive if they fill out the form (including their email address) to download the content.
Aquire a Contact List
While generating contacts through channel marketing solutions and organic methods is the best way to ensure you have quality contacts in your list, many companies choose to build up their contacts through a list purchase. If you do decide to go down this route, make sure that you find a reputable source for purchasing contacts and check the data regulations for your target market. With many new laws like GDPR, you need to be careful where you get your contacts and make sure that you have permission to contact them.
Updating your List
Maintaining Your Email List
Honestly, when was the last time you looked at your current list to make sure the data was fresh, clean, and accurate? If it’s been more than 6-12 months, then you’re in need of some much needed list scrubbing. Email lists decline 20-30% every year as people change jobs or simply stop engaging with your emails.
Here are a few tips to keep your contacts list bang up to date:-
- Remove any old email addresses: Review contacts who have not engaged with you in a significant amount of time and remove where necessary.
- Look for and remove any email addresses that look like spam: These are easy to spot because they’ll have a weird letter and/or number combination.
- Remove anyone who has unsubscribed: You don’t want your email going to people who don’t want to hear from you. You’re also legally required to do so under the CAN-SPAM and CASL laws.
Avoid the Bounces
Bounce rate is the percentage of email contacts that did not receive your email because their mail server returned them. There are two types of bounces. A soft bounce occurs when the email address is correct, but the recipient’s email server was down or their inbox was full. A hard bounce indicates that there is a permanent reason that your email could not be delivered. This could mean that the email address is no longer valid
These metrics are important because if your bounce rates are high, it means your message is not getting through. Typically, a high bounce rate is anything over 2%. If your bounce rate is between 5-10%, you’ll want to check the accuracy of your list. You can check to see if there’s a typo, but if not, you’ll want to remove the bounced contacts from your list entirely.
Learn More About Email Marketing With Gorilla
If you haven’t got the resources to create or qualify your lists and would like additional support, contact a member of the Gorilla partner marketing agency team. We’d be happy to help you strengthen your channel marketing solutions with email support.