Email Marketing, when it starts from a voluntary request from the user, who gives his consent to receive communications via email, is a very powerful tool.
There are three ways to ask the user for permission to send him messages via email:
Double opt-in: the user requests to be added to your contact list by clicking on a link on your site, in a blog post, on a banner, on an email from one of your partners. He is invited to fill in a registration form with some data, including his e-mail address. Your Email Marketing software immediately sends him an email to confirm that the email address provided is his and that he agrees to receive your email communications. As long as the user does not click on the confirmation email, it will not be added to your database. Double opt-in is the best option for building a quality contact list because it verifies the existence of the address and requires the user to take an informed action.
Single opt-in: the user requests to be entered into your database in the manner indicated in the previous option but does not have to confirm his request. Instead of 2 clicks (double) this option requires only one (single), it is therefore faster, allows you to increase the database more quickly and avoids all the problems related to receiving the confirmation email, including the possibility of ending up in the inbox spam and not be seen by the user, who not seeing it in the inbox could forget to subscribe to the list or lose interest.
Opt-out: the user does not request subscription to the list, is added and then receives an email with instructions to unsubscribe. You will receive the communications sent to the list until you explicitly declare that you do not want to receive such messages. It will be clear to you, at this point, that it is the worst option to create your database for Email Marketing. It is also an option not provided for by the GDPR legislation and therefore not practicable.
Email Marketing allows you to build relationships with customers based on value and trust. The registration form that the user fills out to be included in a list is a real demonstration of interest in what a company offers.
By taking advantage of the information that the user shares with you through the registration form (name, city in which he lives, age, profession, interests, …) you can personalize your messages and offer him content relevant to his needs.
This step is essential for the success of your Email Marketing activity: permission marketing is combined with the inbound approach when you take advantage of the information that the user has provided to you to send him content that meets his preferences and needs. . This means that your lead is opening the door to you to listen to what you have to say: if you are good, you will propose exactly the solution they are looking for and you will have obtained a new customer. Landing Page or Blog is necessary to redirect the user.
Mailing lists: some practical tips to make them effective:
The mailing list, or distribution list, is the list of all e-mail addresses that have given you permission to send them email communications.
Creating a list of natural contacts is not easy and takes time, although it is better to be patient, and be satisfied with a database with a growing number of subscribers, than to buy lists from other companies. The number of subscribers to the mailing list is not in fact directly proportional to the number of conversion.
How to grow your contact list without losing quality?
Never be in a hurry to increase the number of subscribers to your email marketing list. However, there are some “tricks” you can use to speed up the acquisition of subscribers, while always keeping the quality of leads high. Here are the most common ones:
networking: when you meet new people at events, trade fairs in your sector, courses or seminars you have in your hands some possible new subscribers for your mailing list. Contact these people in the days following your acquaintance and invite them to your newsletter;
add the link to subscribe to your mailing list in the signature of your emails and those of your employees;
take advantage of physical stores: people who walk into a store and buy your products are excellent contacts to whom you can periodically send offers and information about your company.
Segment your email address list to increase conversions:
It is very important to organize your Email Marketing database into groups with specific characteristics. You can divide the contacts by age, gender, city, buying habits, interests,… It depends on the characteristics of your offer and on the way in which you want to hit your target. For each group you can create a personalized Email Marketing campaign, which leverages some personal characteristics of the subscribers.
The relationship they have with your brand can also help you create effective groupings, for example:
- New members,
- Customers who have bought only once,
- Loyal customers who shop regularly.
- Segmenting your contact list and scheduling strategic mailings will get you much higher conversion rates
- Because you won’t “shoot the pile” but send the right type of email for each contact.
The segmentation of the contact database increases subscriber engagement and reduces unsubscribe rates. With segmented lists you can do lead nurturing (nurture your leads to retain them) and make your subscribers proceed along the conversion path.
The level of segmentation of the list depends on the subscriber information available to you. When subscribing to your mailing list, the user fills out the form or registration form that you have prepared for this very purpose.