The Best Way to Build an Email Mailing List for a Small Business
Customer retention is one of the key priorities of marketers these days. The cost of acquiring a new customer is almost four times the cost of retaining an existing customer. With so much of clutter in advertising, it has become mandatory to have an a process in place to use email as a direct marketing tool. One of the simplest methods is to have an updated list of emails of all the prospect customers to keep them posted and communicate with them.
It’s Not as Simple as It Sounds
It may sound simple to have an emailing list; however, it is one of the most tedious tasks for an enterprise. The enterprise needs to have its design in place so as to attract a large number of people to its websites. Its communication has to be effective to get the consumers to subscribe to its mailing list. With the increase of approval based marketing, integrated marketing efforts have to be sound enough to get the consumers to approve the mailing list applications. However, the task does not end here. The marketers further need to be capable of converting them into actual buyers of their products and services. And in the long run, they have to convert them to regular purchasers and loyal customer base.
Create an Opt-in List
The article aims to provide you with a few basic dos and don’ts to help enterprises build an opt-in mailing list. One of the very first methods involves providing incentives or benefits. These benefits can be monetary or non-monetary based on the target segment and products being offered. Some of the non-monetary benefits include updates, special offers and event notifications.
How to Entice the Users?
Some of these incentives can be on-the-spot incentives. These include providing information to the consumer through hard copies or the option to access them online in digital format. Some of them are designed in the form of sweepstakes and contests. These activities call out to the consumers to be a part of the competition and get a chance to win bumper prizes.
Remember – Promotions can also Back-Fire!
One needs to be very careful while designing such promotions. Many a time, they may backfire. They may end up attracting the wrong target group. One needs to be very careful about their offering so as to avoid any confusion. As a measure to be available all the time, the enterprise must display it’s opt in form at each and every contact point with the customer. The form should be easy and designed in such a manner to avoid any complexity. It should be linked in the website and visible. One may even link it on social media platforms or blogs. However, you need to be aware of the laws and online privacy policies to show compliance with consumer data.