Email marketing is, ultimately, a goal-driven pursuit. According to a recent survey by Marketing Sherpa, the top goals of email marketers are to deliver relevant content to customers and prospects, drive traffic to their website, and increase sales conversions and revenue. In order to achieve these goals, it’s critical to have valid and deliverable email addresses. Many times, marketers use email append services to get access to prospects’ and customers’ email addresses, along with other information, like demographics and income, that will help them to segment and deliver the right message to the right person at the right time.
But, many email marketers fail to realize that how they handle new email addresses gained through an append service can make or break the overall lifetime values of those new customers. In this post, we’ll try to shine some light on this often-forgotten aspect of the email marketing equation, which we’ll refer to as the “on-ramp.”
Four steps to establish your email append on-ramp:
- Don’t treat appended email recipients like the rest of your email recipients—at first.
First and foremost, it’s important to realize that appended email recipients most likely know nothing about your company, or even why they’re receiving the emails in the first place. Even if they filled out a form, they may not remember that they did, and might not expect an email from you. If you immediately start bombarding them with the same marketing messaging you send everyone else, you’ll only end up confusing and alienating them, which will lead to very high opt-out rates. Keeping them isolated for a while will preserve the CRM email marketing channels deliverability and engagement, and allow you to nurture these newbies.
Start with a clear and straightforward introductory message that gives recipients the opportunity to unsubscribe from future mailings, but try to clearly communicate the value they will get if they do continue to receive mailings.
- Start slow, and show them the value.
When recipients evaluate whether or not your mailings are worth receiving, they’re going to be taking a “what’s in it for me?” approach. Make the decision easy for them by providing lots of value early on, in the form of valuable tips or promotions, before you start easing them into your standard marketing messaging. This takes time, and involves messaging in parallel for several months and with several messages.
Also, take the time during these early messages to explain exactly what recipients can expect from your mailings going forward, including what you will be sending them and how often you’ll be sending it. This will help avoid any confusion later on.
- Give them plenty of options.
When you add new email recipients, it’s very important that they be able to customize their email experience exactly the way they want it. If that means not receiving the emails at all, then so be it; make sure that it’s easy for them to unsubscribe from future mailings, and then make sure you actually add them to your suppression file once they do.
In addition, make sure that the people who do want to receive your emails get control over exactly how they receive those emails. This could include things like setting a frequency to receive emails, choosing whether they want to receive all of your emails or just the special offers, and more. Giving people lots of choice at this early stage will help ensure that your email marketing program is as effective as possible over time.
In addition, many people opt out of email lists because they assume their only options are to receive either all of the emails or none of them. If you clearly communicate the fact that people can pick the emails they want to receive and when they want to receive them, this should help cut down on opt-out rates.
- Actually follow through on the promises you make.
Once you’ve moved appended email recipients over to your standard marketing database, don’t go back on the promises you made during the welcoming period. This will reflect badly on your company’s reputation. Making sure that you only send email messages to the people that want to receive them, when they want to receive them, is the best way to connect with prospects and avoid being marked as a spammer.
When you get new email addresses through your email appending service, it’s important that you handle them the right way. Putting them directly into your marketing pipeline is like taking a brand-new driver and putting them right on the highway. Instead, ease them in with an email on-ramp.
Article From: www.datamentors.com