email

Tips for Curating an Email List that will Actually Drive Results

As a brand, you want to ensure that you are consistently adding to your pool of potential clients. Email marketing specifically has become one of the No. 1 ways to sell anything online! In the competitive market we are forced to survive in, every email address or phone number can turn into a success story or a referral for the same. How have you been growing your database thus far? Listed below are a few of the most effective ways to develop a database and some of the mistakes even you may have made in the process.

The most effective way to grow a database will always be the one that works best specifically for your brand and audience. However, there are a few tried and true methods of collecting information that generally yield those positive results for which we are searching. One fresh and exciting way to gain emails is to host a giveaway! Perhaps on a social media platform or on your brand’s website itself. Create requirements that make providing your email mandatory for giveaway entry; people will then be incentivized to give over their personal information. An essential part of growing your list is providing your subscribers with a reason to want to hear from you. Virtually the most effective way to expand your email list with actual potential clients is to give them something worth sharing with their friends, family, and social networks with ease. Viral content is key!

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The biggest mistake a brand can make concerning their email list is believing there’s not a reason or need to get rid of a little clutter. People who have shown no interest in becoming a potential buyer or have had a substantial change of circumstance, for the purposes of your email list, would be considered clutter and should thus be removed. According to Hubspot, your email list degrades by 22.5 percent every year thanks to changed email addresses, or that pesky little “unsubscribe” button, making nearly a quarter of emails sent out essentially a wasted effort. One should also always be mindful of emails that are bouncing back, and apt to learn why they are bouncing back. It could be as simple as a typo in the server name, or perhaps the email address is no longer valid. It may sound counterproductive, but it is far better to have a smaller email list with better quality customers than a larger database where the majority of your emails are getting deleted, sent to junk mail, or worse, reported as spam. Keep an eye on your open rates; if someone is consistently never even opening your email, it’s probably a sign they should be scrubbed from your database. Quality over quantity, always.

Another naive move made by many people eager to grow their list is buying subscribers. Yes, there are websites where you can purchase the online address of millions of “people.” This may sound like a quick fix to some people, but the downside to this is the lack of relationship you have with these people, who are now a part of the of group clicking the “unsubscribe” link and leaving you with nothing to show for your email campaign. You also run the risk of wasting money on emails that may not even belong to real people, or worse, addresses that are misspelled or incomplete. Not to mention if you end up with too many spam reports, you’ve put yourself in the position of losing the trust of the few true subscribers with which you started.

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Going forward, put yourself in the shoes of your subscribers. Persistence can yield results, but also walks the fine line of being annoying. A million discounts may not bring you the desired amount of revenue or the quality of client you want long term. Content is not limited to discounts - send out a blog post roundup, FAQs, big news for your company or industry; there are so many possibilities, it just takes a little team brainstorming. If you’re feeling like your open rates are declining, you might even consider sending out a poll or survey asking what kind of content they enjoy receiving in email marketing campaigns. Don’t be afraid to switch up your tactics and keep your subscribers always wanting more.

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Think Inside the Inbox: A Guide to Email Marketing

Emailing has been around for decades, and email marketing is even a weak trend in the eyes of some digital marketers, but the fact is, email remains the third most influential source of information for B2B audiences. If you look at the statistics, you can see why: email is 40x more effective for customer acquisition than Facebook and Twitter combined. That said, not all email campaigns are created equally so today we’ll be talking about some tips and tricks to crafting the perfect marketing email.

Now we know a lot of you may be thinking that you hate having your inbox spammed with countless promotional emails, and you’re not wrong; more than 100 billion emails are sent everyday, a number that is expected to reach 246 billion by 2020. But this gives your business the opportunity to stand amongst the masses by making your email feel personal. Personalized subject lines increase click rates by nearly 30 percent. In fact, 68 percent of recipients make the decision to send it to their spam file solely based on how they feel about the subject line. Think about it, would you rather open an email titled “Dear Member” or “Dear *insert name here*”? Not to mention only 35 percent of brands make a habit of personalizing emails.

There’s also a very fine line when it comes to email marketing that can make or break an email strategy: quality vs. quantity. 78 percent of consumers report that they have unsubscribed from a company because the brand was sending too many emails. If you’re getting different versions of the same email from the same company multiple times a day, they start to blend together and become ineffective. You want your subscriber to notice when you send them an email, not just let it be something they expect every day.

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One examination of several email marketing studies found that you should send only one email a week and the best day to do so is Tuesday; and if you must send a second email, it should be on Thursday. Additionally, the ideal time to send an email is 10:00 A.M., followed by between 8:00 P.M. and midnight--something that surprises most people, but is due to the majority of consumers checking their email just before going to bed.

Also, if your email is not optimized to be viewed on a mobile device, you might as well not send it. More than half of all emails are opened on a mobile device and, on average, three of 10 subscribers will unsubscribe if the email cannot be viewed on a mobile device. In 2018, there’s just no excuse for not ensuring your emails are compatible on all devices; you want to make establishing a connection with your recipient as comfortable as possible. It also doesn’t hurt that for every one dollar spent on email marketing, there is an ROI of $44.

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At Enrich My Brand, we specialize in customizing just such email strategies with you to optimize customer retention and conversions. Visit our site to learn more about how we can work together.