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| define list |
Running a successful email campaign requires that a business has a genuine opt-in database. This database, the list of subscribers who have agreed to allow a company to send them emails with marketing messages, is the most valuable asset of an email campaign.
Permission must be explicitly given by all people to whom emails are sent. Companies that abuse this can put their reputation in jeopardy, and in some countries, legal action can be taken against companies that send unsolicited bulk email – spam.
Growing this database, while keeping it targeted, is a key factor in any email campaign. The database needs only have one entry – the prospect’s email – but the following should also be considered:
First name, surname and title There are a myriad of ways to attract prospects to opt in to a database. Key is an email sign-up form on a company web site. Visitors to a web site have already expressed an interest in a company by clicking through to the web site – this is an opportunity to develop that interest further.
Sign-up forms best practice:
Put the sign-up form where it can be seen – above the fold and on every page.
State your anti-spam stance explicitly, and be clear about how you value subscribers’ privacy.
Use a clear call to action.
Tell subscribers what they will get, and how often they will get it. Include a benefit statement.
Ensure the email address is correct by checking the syntax.
Test to see what works best!
Every interaction can be used to ask permission to send emails.
Offer something valuable for free, and ask if they would sign up to your newsletter at the same time (e.g. white paper, gift voucher, music track).
Add a subscribe box to the checkout process of your retail site.
Use interactions at trade shows to ask for email addresses.
Date permission granted
Source of permission
Gender
Country
Telephone number
Date of birth
Fields such as name, surname and title should be separated in your database. You should also gather date of birth as opposed to a prospect’s age – it ensures your database can stay up to date!
However, don’t be tempted to ask for more information than is required. The more information a marketer can gather, the better she can customise her marketing messages. However, the more information a prospect is required to give, the less likely he is to sign up. Further information can be requested over a period of time.
