A GUIDE TO BUILDING AN EMAIL LIST
It’s sad to see that a lot of brands don’t utilise the powerful platform of email marketing. Many people think that building an email list and sending out emails is a thing of the past and social media is the new go-to. However, that couldn’t be further from the truth.
Below you will find many statistics and information that’ll help you understand exactly why building an email list is crucial for any business and what you can do in order to build your very own.
We’ll be covering the following…
- What is an email list?
- How do you build an email list?
- The benefits of building an email list
- Optimising your email marketing
Keep on reading, it’s a goodie.
What Is An Email List?
An email list consists of a list of email addresses that has been given to a business (with permission) in order for the individual(s) to receive updates, information, discounts and any other details in a digital format.
Building an email list is crucial. Why? Let’s look at some stats below (provided by Hatchbuck.com):
- Emails that are personalised can produce a 6x higher transaction rate vs other marketing emails.
- 58% of users look at their emails before moving onto anything else.
- 60% of users would rather sign up for a brand’s email list for promotional offers than 20% who follow brands on social platforms for deals.
- Email is 40x more effective at gaining new customers than Facebook and Twitter.
It’s clear to see that emails connect better with customers than social platforms do. So it’s important to start building yours if you haven’t already.
But how? Let’s dive into it below…
How Do You Build An Email List?
A website/blog, opt-in forms and an email marketing software.
Firstly, in order to start building an email list, you need a platform in order for the viewers to submit their email addresses to you.
Having a website/blog is where this happens.
There are multiple platforms to create a website. To name a few:
Find one that works for you and get started.
Secondly, once your website is up and running, you can add an opt-in or subscription form.
Have a look at the various plugins that are available to your website and use the most suitable one.
This is where individuals will enter their email address that’ll go straight to your email marketing software.
Thirdly, you need to connect your subscription form to the email marketing software you have decided to go with.
This software is where you’ll be sending out all your emails, segmenting your contacts into preferred categories, and viewing the results from each email campaign you sent out.
A few email marketing softwares include:
In order to physically get someone to give you their details, you have to somehow build a connection with them. Remember, people receive plenty of offers per day, so how do you stand out amongst the competition?
Think along the lines of giving them something for free, giving out coupons or access to one of your webinars. Give your audience something of value.
The Benefits Of Building An Email List
1. DIRECT COMMUNICATION WITH YOUR AUDIENCE
Your audience chose to sign up to your newsletter or emails for a specific reason. They want to know about your offers, what’s new in etc, and directing your email ‘personally’ to each person makes a much bigger difference than sharing a post on social media that they might never see.
2. CONVERTING POTENTIAL CUSTOMERS
Keep in mind that not everyone will make a purchase straight away. Some people need more time to make that decision, but by staying at the forefront of their mind with your emails, perhaps they’ll eventually convert into a customer.
3. TAILORING YOUR EMAILS TO YOUR AUDIENCE
Once your email list starts growing and you’re sending your emails out, you’ll see from the data of each campaign what is working and what isn’t. From this data, you can start tailoring each email according to what works best and therefore keep sending out content in emails that meets your audience’s needs and desires.
4. HIGH ROI
The ROI (return on investment) on emails is very high. In fact, according to Smart Insights, conversion rates for emails are higher than social media, direct traffic and search. Also, according to Disruptive Advertising, email offers result in shoppers spending 138% on their purchases.
Along with this, there is little money needed for email marketing to be effective, compared to brochures, flyers and traditional mail.
5. YOU OWN YOUR LIST
Unlike social platforms such as Instagram, Facebook and Twitter that you have no ownership of in terms of followers, you do with your email list.
If Instagram, Facebook and Twitter had an issue with their platforms, you’d lose all your content and your audience. However, the same can’t be said for email lists.
Optimising Your Email Marketing
Once your email list is looking healthy and growing pretty well, you’ll want to optimise your marketing in order to improve conversions.
To do this, take into account the following 3 tips:
Tip #1: Segmentation
As your email list grows, you can begin to identify a difference in how your audience reacts. When you start seeing this variation, you should group your audience by gender, location and previous purchases.
This way, you aren’t sending a once-off email to everyone (including some people who may not be interested in the topic), rather you’re targeting each email to the most relevant audience. You’ll see a much better response if you do this.
Tip #2: Subject Lines
This is very much trial and error.
Email recipients are only likely to open an email and pay their full attention to it if the subject line resonates with them.
You can test this out by sending the same email with two different subject lines, and see what works best. You’ll eventually learn exactly what your audience is most interested in and therefore have much higher conversions.
Tip #3: Social Sharings
Incorporating social media sharing buttons within your emails has a crucial impact on the click through rate. You’re able to reach a much larger audience if you do so, which will ultimately impact your marketing.
In fact, according to Marketing Charts, the click through rate of emails with social sharing buttons is 115%.
What do you think about email marketing? Does it work for your business?