Email List: How To Create One That Works
Everyone can create an email list, but how many can build one that converts contacts into customers? Let's see how to do it ...
Creating a mailing list is the easiest thing in the world, creating a mailing list that works much less. Because, to be useful, a contact list must have a purpose and you must be able to reach it.
Let me explain: in business each email list is designed to achieve precise commercial purposes and obviously the most important is to convert contacts into customers.
I have seen many times that simple occasional contacts, perhaps bought online on ad hoc sites, are not the solution to the problem. Because what your business (and any other company on the face of the Earth) needs are not simple contacts, but qualified contacts. That is lead.
So far nothing new or almost. I have told these things before in the past; I think in all of the articles I have written on the topic of "generating leads" , but this time I want to focus on a different aspect, that of the construction of your precious lists. You read correctly, I wrote "very precious" and I did not use this term randomly because I am convinced that in web marketing, the lists of qualified contacts are the most precious that exist.
What is a mailing list?
I know, this might seem almost as a provocation, because we all know that a mailing list is a list of contacts. But this definition is incomplete, because a mailing list is a selection of email addresses, which receive content and information from a sender. The mailing list, also called the distribution list , is not a collection but a selection of contacts.
Here's what it takes to build an email list that converts
Because a mailing list that works is not an indistinct collection of a series of e-mail addresses but a selection of the same based on more and more specific parameters.
• Area of origin
... These are just some of the parameters you can, indeed you should, set up to create a mailing list that converts.
The point is that the more you can segment your lists according to parameters common to contacts, the greater your chances of reaching each of them with information, content and promotions of interest.
Let's be clear, it is difficult to convince someone to buy if you have "bored" him for months with communications that were of no interest to him. Of course, a good subject line can
intrigue and bring him to open your email, but the risk that this contact will unsubscribe (andgiving the possibility of unsubscribe is required by law) or bin your email without
even giving it a look is very real.
If your business, for example, deals with sports goods, why use the contact to send him promotions on mouthguard and other accessories for rugby if that a customer has visited the tennis rackets section. Perhaps, in addition to tennis, he also plays rugby, but how many chances are there. And even if he did, if he tried a tennis racket it is because perhaps today his priority was to find an accessory for that sport and not for his other great passion.
Do not become a "digital stalker"
The solution is simple: focus on the quality of your communications, not on quantity. Do not become a "digital stalker" with promotions sent generically to all your contacts, but build highly segmented mailing lists and prepare diversified content and promotions for each of your lists.
It will take more time, of course, but the possibility of converting a contact into a customer increases significantly, I guarantee it. If you have not already done so, read my other articles on email marketing , it can certainly help you better understand the creation of winning email lists .
The advantages of a mailing list
I believe that the advantages of an effective mailing list are many, essentially summarized in three categories:
1. Inform about products and / or services, promotions from your company
2. Reward the subscriber and make him feel special by offering him benefits reserved only for those registered to the mailing itself
3. Verify in real time the effectiveness of your strategy through the open rate and other monitoring parameters
Why you should create an email list
I want to close this article by answering a question that you may have asked yourself while reading the title of this piece. I only do it now because I think it's really important and contains the very reason why I wrote it ...
Why should you create a mailing list (which works)?
Because email is still the most effective web marketing tool there is. Despite all the continuous news and new tools that are continually found in the market of digital marketing, the email address is the most direct and in a sense "intimate" a customer can give you.
Each of us looks at their e-mail at least once a day, there are even those who always leave it open on their desktop PC and checks dozens of times a day through other devices such as smartphones and tablets.
This means that it is the most direct and in some ways a better way to reach your contacts. More than social media. Better than the sites.
As I told you, I think a better segmented mailing list is really valuable.
When a customer leaves you an email, he is offering you a great opportunity to do business in the best way.
It is up to you to exploit it and not let it escape.
Now you also know how you can do it .