How to Build your Email List?

Effective email marketing isn’t easy. For an advertising campaign conducted using this communication channel to bring the expected results, it’s necessary not only to ensure a flawless message but also to build a good email database. How can you do that?

Building a mailing list — what should you keep in mind?

Consent to email communication

Purchasing email lists

B2C and B2B marketing database — the differences

The differences in obtaining email addresses for sending advertising and sales materials may also result from the specifics of the industry. If you sell expert training courses or specialised equipment, your list will be smaller than that of a clothing store, but it will likely focus on customers genuinely interested in your goods.

A B2B email database usually contains fewer addresses than a B2C database. That doesn’t mean it’s less valuable. When creating it, be sure to specify the exact profile of your potential recipients, thanks to which you’ll be able to reach the companies that need your services or products, and your marketing campaign will be more effective.

In the case of B2C, you direct your message to a specific final recipient. Therefore, you can address them directly. It’s different in the case of companies. Don’t forget that the decision-making process for selecting suppliers and service providers is usually more complex than in the case of an individual customer. The subscriber to your newsletter rarely makes the decision on their own. Usually several people participate in the discussion and decision-making.

Methods to build a high-quality email list

The quality of the mailing list largely depends on how you collect the email addresses from your website visitors. It’s highly probable that, despite a well-thought-out strategy for obtaining data and marketing consents, your database will still contain several addresses of people who aren’t interested in the content you create. The Double Opt-In model is a solution that allows you to obtain valuable contact data. The user has to provide an email address in the form, and then receives an automatically generated message with an activation link to their email address. By clicking on the link, the recipient confirms they want to receive messages from the company. Thanks to this, you’ll make sure that they are really interested in your offer and show them that their opinion is important to you. You can obtain the user’s email address and marketing consents in several ways.

Forms on the page

In addition to a convincing message indicating to the customer what they’ll get if they subscribe to the newsletter (e.g. a discount code or a premium article), the form should contain the information on subscription conditions and data security, as well as marketing consents. It shouldn’t contain too many fields so that the user doesn’t feel that you are demanding too much information from them. Some email marketing tools (e.g. Mautic or Mailchimp) include ready-made basic newsletter subscription forms that you can put on your website.

The form should be optimised for mobile devices. Also very important is the validation, which ensures the correctness of data — e.g. it doesn’t allow for seeing additional content if the provided email address is incorrect.

Providing attractive content

Live meetings

However, collecting email addresses from manually completed forms can be problematic. Without validation, it’s possible to make a mistake when entering data or manually recording it in the system. Mobile devices solve this problem. You just need to have with you, for example, a tablet with the application that allows to quickly subscribe to the newsletter. Some recording applications don’t require an internet connection at the time of collecting data, which makes it possible to obtain customer information even under difficult conditions.

Email message

Collecting leads in social media

Facebook’s Lead Ads and Twitter Cards functions allow you to put a subscription form in sponsored posts. Thanks to these tools, a business user can easily define the target group. Already on a social networking site, it’s good to offer the user something in return for subscribing to the newsletter.

Linkedin may also turn out to be useful when building a B2B email list. You can search for leads there using Sales Navigator. It’s a paid tool that allows you to search for relevant contacts within this social networking site. By using it, you can contact the specialists who may be interested in the content you create and manage the leads using the internal CRM. You can transfer the data obtained through forms in social media to your marketing automation tool, thanks to which you’ll automate and optimise the marketing campaigns you run.

Newsgroups are also a good place for putting a link to the form, but due to the rather intense content moderation, it’ll be better if you spend time on creating an interesting, substantive post, answering someone’s question or helping someone with solving a problem before you invite them to sign up and provide a link to the form.

Effective email list building

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