send the right message to the right audience

So, you’ve gone to the trouble of creating an informative, captivating e-mail that perfectly portrays your brand. But what’s the point if it’s not reaching anyone? This is where having a strong email list is imperative.

Here are five tips on having a strong email list for email marketing success.

#1 NEVER buy an email list

Not only are you probably sending emails to people who have little to no interest in what your brand is about, BUT many of them are probably fake! The emails will either be undeliverable or remain cluttered in a junk mail box never to be opened.

If that wasn’t a big enough waste of money, it could also your email account as spam. There are horror stories of email transmission companies locking people out of their accounts for this!

If that isn’t enough reason, there are now strict spam laws stating users must give consent before you start sending them regular email marketing campaigns.

#2 Subscriptions to email newsletters are a MUST

If you want to avoid breaking any laws, make sure your email addresses actually want to be receiving emails – this means they’ve “opted in”. You can even ask individuals what type of emails they want to receive, be that daily, weekly or monthly upon initial signup.

Also, make sure you have an unsubscribe option to keep this list filled with genuinely interested parties and to stay on the right side of the law.

#3 Redirect unsubscribes

If, for whatever reason, an email address wants to unsubscribe, try and meet them halfway. Ask them why they’re unsubscribing. Is it because you sent them too many emails? Is the content not relevant to them?

You may be able to save salvage the situation by sending them different types of emails or sending fewer emails. Feedback from users clarifies what type of emails your consumers want to receive. Catering to your email list demographic is key for optimum results.

#4 Keep building your list

By actively building your list, you help your reach grow. There are several legitimate ways to do this.

One way is through inbound marketing – using promotional materials, such as giveaways (think free e-books or discounts on products/services) to collect email addresses.

Another way is by good old-fashioned networking. Have a staff member go to some conferences or events, and any business cards you receive, manually add to your email list.

Lastly, use call-to-actions! Use your company website to its full potential by adding a call-to-action button for users who visit your site. You can also do this on your social media by including a call-to-action on your business Facebook Page, Google+ and LinkedIn.

#5 Revisit your list often

If you notice certain individuals don’t open your emails very often, try putting them on a different email frequency email list. Try sending them a quarterly summary newsletter instead of weekly, or just informative content instead of promotional.

Make sure to delete any email addresses with hard bounces and accounts that never open your emails. These email addresses aren’t viable and can alter your email statistics.

Remember, in the email marketing world, quality is better than quantity. Having a well-curetted email list is exponentially better than one with users way outside of your target market. With most individuals opening their email daily, email marketing is still an effective way to reach your audience, so make sure to follow these tips to grow and maintain your email list. If you still feel you need help, contact us today for a free quote!

Atlas Communications is a Toronto social media marketing company specializing in social media branding, lead-generation, and results-driven campaigns for companies of all sizes. Contact our agency today for all of your social media marketing needs!

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