Consumers receive such a high volume of commercial emails each day, it’s necessary for businesses to maintain a positive relationship with their database. In sending blanket emails, using no segmentation or personalisation, you risk damaging this relationship. So how do you keep the attention of your subscribers and increase the likelihood of a conversion?
Start with collecting high quality data.
Good quality data forms the foundation of a strong email marketing strategy. Without it, we know nothing about our customers.
Consumers are becoming increasingly savvy when it comes to marketing communications, and continuing to send irrelevant content will result in deletion and unsubscribes. Batch and blast email marketing simply won’t cut it.
“90% of the fate of your email program has been determined at the point of data collection.” – Return Path
Quality data leads to quality content, allowing you to create segments and tailor your content based on the information you collect.
As a minimum, collect an email address. Once you are able to contact the subscriber, you can begin to build on the information you have.
However, your data collection methods should tie into your wider strategy. Whether it’s sector, business size, or location, consider what you need to know in order to qualify the individual as a worthwhile lead.
Similarly, by keeping your strategy in mind you can ensure you only collect the data you need to move your efforts in the right direction, and avoid collecting unnecessary data that may go unused.
Where there’s customer interaction there’s a data collection opportunity, be it online or offline.
In which case you can…
Now that you’ve established a healthy database, ensure you maximise your efforts by putting it to good use.
The data you’ve collected will help to remove the guesswork from your email marketing, allowing you to personalise and refine your content through segmentation and send emails that consistently achieve high engagement.