1. Build an in-house email marketing list
There is no easy shortcut. Buying-in lists is expensive and gives a poor return on investment.
2. Calculate how much obtaining each email address costs you
It is tempting to throw everything at list building in the early stages, but take care. If you are just moving into email marketing then ensure that you can justify that level of expense early on. Do not let the desire for expansion blind you to how much it is costing you.
3. Discover which email addresses give the best return on investment
Not all subscribers are equal. Indeed, email marketing software exists in the main to prove this. Work out what criteria those who give top rate ROI score high on and then target similar people.
4. Ensure you have good, clear & clean data
Inaccurate or woolly data is worse than none at all. Ensure that it is precise and that the criteria you choose are useful.
5. Integrate all your departments into obtaining email addresses
From counters to call taking and invoices to engineers, ensure everyone in your company knows that is their job to obtain subscribers.
6. Work out where you have problems
If you have bounces, or there is a drop in the completion rates of forms, then find out why.
7. Understand the law
If you do not know the requirements of the regulations, then beware. There are many customers out there who do and they are often willing to point out any breaches to those with authority.
8. Convert addresses
Work at converting your online customers to subscribers to your e-newsletter and then to your email marketing sales list.
9. Go for quality over quantity
Whilst numbers might look good on the quarterly report, it is the quality of subscribers that is important. One that gives an excellent return on investment is much better than half a dozen who have to be managed.
10. If you think of a good idea, give it a go
Don’t accept anything as unimpeachable. If you have an idea that you think might work, then work out a way of measuring it and then run with it. No one knows it all.
