Did you know that one third of marketers say that their business’ primary revenue source is directly related to email marketing?
Email Marketing is a tremendously powerful tool that you can utilize to generate awareness, increase sales and even get new customers. But, there’s one crucial thing every marketer should have to achieve a successful Email Marketing ROI.
And that thing is…
A Healthy Email Database!
Having a healthy email database guarantees your marketing endeavors have an effective outcome and makes sure you’re prioritizing quality over quantity.
But what’s a Healthy Email Database?
Glad you asked —because it can make or break your email marketing. A healthy database means your list is free from inactive subscribers and full of users who are engaging with your content – not marking your emails as spam.
Now that we know the potential and benefits a healthy database can do for your email marketing campaigns. Let’s see how we can maximize open rates, conversion rates and segment & target effectively.
1 – Choose an Email Marketing platform
You’re going to have to be mindful with this and asses your business’s needs as there are many Email Platforms that offer different services. Do you want a platform that you can link to your CRM platform? Or do you want a platform that includes additional features such as the creation of landing pages and SMS campaigns? See the pros and cons of each platform and align them with your marketing objectives.
To suggest a few, try MailChimp, its well-known for its user-friendly functionality and beautifully designed templates. Or try HubSpot’s Email Marketing tool that is known for its premium and wide array of side offerings. The paid version may be a little pricey though, so make sure its offerings align with your objectives or you’ll just be overpaying when there are many cheaper substitutes in the market.
Here at Markable, we use Sendinblue, it just hits the spot for us. Sendinblue offers just the right features such as SMS Campaigns and allows us to create beautiful landing pages quickly, it also has a pleasant user experience – one that we’ve had no issue with.
2 – Build your Email list
Many sources can help you build your email lists, and each has its approach and way of collection.
- Existing contacts
Start with what you and your team have. Gather contacts from; business cards, address books, extract from your CRM tool if possible and maybe go for your contacts as well.
- Your business website
Your website most probably has a website and if it doesn’t, it most likely should. A company website is a huge fishing net you can use to collect visitors’ details. Make sure you offer those visitors something of value in exchange for their details. A pop-up that offers an e-book, newsletter, even a free trial or consultation can go a long way to provide your users value and help you build your database.
- Lead Generation
Lead Generation can be done using various digital platforms such as Facebook, LinkedIn, Google and even Instagram. It’s a great way to promote your products and get sales. And if not, you’ll have the contact info of potential clients that you can re-market to. Just make sure you inform those users that you’ll be saving their emails in your database and give them opt-in or out of your email list.
- Purchase a list
Though not something we recommend nor do here at Markable. It is an option that can be a hit or miss depending on the vendor you’re buying the list from. The people who sell email lists don’t usually focus on the quality of the database they’re selling, but certain situations might happen where you might get lucky.
However, tread this step with caution!
3 – Segment Smartly
Categorize your list geographically, demographically, accord to industry and accord job role. You can further set your parameters, but that’ll depend on your objectives and how you’re aiming to target your users.
But the essential email list criteria should look like:
4 – Maintain Database Hygiene
Now, that you’ve fully set up your email automation platform and cultivated your list of potentials and prospects, you can start blasting your emails and increasing your sales. But that’s not the whole story, to have a high-quality database you’re going to have to monitor your email campaigns performance using the email platform’s built-in reporting tool.
Check your open rate, clickthrough rate and people who have unsubscribed from your emails. This will allow you to filter the users who aren’t interested in your product or are not responsive to your emails as some emails might not be in use or you might be targeting the wrong people.
This is will be a continuous process of testing, removing, and adding to your email list. There’s no perfect formula, it depends on the quality of emails, your industry and even time of the year – it’s a trial & error process that you cannot consider as a destination but rather as a journey.
By and large, having a healthy email database is not an easy and short process. But it sure is rewarding and is known to have a tremendously high ROI. Email advertising can have an ROI that can go as high as 4400%!
So, be patient and test different segmenting and targeting practices. If you want to know more about email marketing and the wonders it can achieve – check this incredibly insightful article on why and how Email Marketing Works.