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As a digital marketing consultant, our focus for the month is email marketing. We’ve explored why micro, small and medium sized businesses need it, now we’re going to look at the fundamental steps involved in building and keeping a successful email database. 

Step 1: Gather your contacts

The very first step of successful email marketing is to create a database of contacts to send your material. 

Whilst it’s always a failsafe to include a newsletter signup form on your site, the reality is you’re not going to get hoards of contacts entering their email address simply to “stay up to date”, unless they really love your brand. 

The key is to entice contacts to share their email address.
Here are some examples of “enticing” a new contact:

  • offer a free eBook (or similar material) for download

  • ask contacts for their email to download a pricelist or special offer

  • offer a multi-part email series on a topic of interest

  • provide a “pre-release” update for a new product or service

  • run a competition

  • require email submission through the purchase process (if you sell product online)

These are just some ideas which may or may not work based on your industry and brand.  

Step 2: Ask for permission 

It’s not enough to just ask for a customer for their email address, you should always check that it’s ok to send future communications. If a person is interested enough in what you’re offering to provide their email address in the first place, they’re likely to be happy to hear from you again. Ensure you include an “opt in” tick box in your online form.  

Step 3: Send a confirmation email & encourage “adding to address book”

Once a subscriber submits their details, send them a confirmation email immediately and encourage them to add you to their address book. This achieves two things:

  • Instant interaction with a customer who has just engaged with your brand

  • Helps your future emails avoid the junk folder

If you have a decent signup form on your site, you should be able to set up automated confirmation emails. 

Step 4: Do what you say and say what you do

Like most things in successful business, you need to manage client expectations. This is something we focus on a lot in our business to ensure our clients are happy clients. And it’s the same with email marketing.  

If you’ve promised a weekly email containing xyz content, you better only send one email a week with that valuable content. Otherwise, you’ll be getting a lot of unsubscribes if you send an email every two days containing nothing but sales pitches. 

Remember, email marketing is about building relationships with customers through offering valuable content, not just another platform for you to flog your product.

if you want to hit fast-forward and get us to manage an effective email campaign that will convert customers without the fuss, contact us directly.