Email marketing is still one of the strongest methods of online communication, with an ever-increasing number of daily users. One of the most important aspects of any email marketing strategy is having a large database of active subscribers. Email lists are going to degrade naturally over time as a result of unsubscriptions, being reported as spam, or emails remaining unopened.
The loss of email subscribers is known as list churn, and it can be either opaque, as in the case with a “hard bounce”, or transparent, which covers unread messages. To improve the rate of list churn, marketers can do two things: perform regular cleaning of their email database, and/or improve their email acquisition strategy.
Email acquisition is the process of building up a database of people’s email addresses, in order to send them marketing communications. If you don’t have a large list of your potential customers’ emails yet, there’s no need to worry –it’s never too late to start.
On the other hand, if you already do have the addresses of some leads, you may want to consolidate your existing database. This might mean checking whether your existing subscribers are still interested in receiving your content. However, don’t do this by simply asking users if they want to receive emails from you, but rather send them an email that requires them to perform an action.
There are two aspects to email acquisition: first, building up a list of email addresses, and second, working on and carrying out your email marketing strategy. Both parts need to be successful in order to increase your email acquisition, which means growing your subscriber lists and improving your metrics. But how exactly should you go about doing this?
In order to successfully build up a database of active email subscribers, you need to look for customers and potential clients who have shown an interest in receiving communications from you. The exact type of messages that you send will depend on the industry that your business is in, although in general, a newsletter is always a good idea. Then you need to plan your campaign effectively so that you produce content that people want to receive, and thus deliver value to your subscribers.
When you have done that, you can start acquiring more email addresses by promoting your content, be whether it’s a newsletter or any other type of content. This promotion could be on your website, where customers can signup through a form, or on your social media profiles. After all, your website visitors and followers are already interested in your businesses’ products or services. Simply encouraging them to sign up to a mailing list might be enough to acquire their email addresses, as long as you promise and deliver to provide them with valuable content.
After a user’s email address has been acquired by them registering for your newsletter (or other content), you need to send them a message confirming the subscription.
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The whole purpose of acquiring email addresses is to build up an active database of users who are interested in your company’s products. Therefore, if you are following up on a lead, you should always provide a link that allows the user to subscribe to your email list. On the other hand, if you are consolidating your existing database, you should always give your subscribers to opt-out from receiving your emails.
If a subscriber doesn’t reply to a message that is intended to find out whether they are still active and interested in your content, then it is probably safe to assume that they no longer are. You can wait for one week and send another follow-up email if you wish, but if there is still no response then you should remove this inactive user from your database.
Again, you can send a follow-up email after about a week, just in case your last message got lost in their inbox. Any additional messages that you send to potential customers should provide them with more value and a taste of what your subscription has to offer. If you still don’t get a response, you should consider this to be a cold lead.
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