IYou’ve developed the right key messages, killer campaign ideas, and got some great insights to share. But all that hard work could fall at the first hurdle if it doesn’t reach the intended audience.
Social media and digital ads are great, but whisper it, your email database is probably your most valuable marketing asset.
Online followers may come and go but the long-term value of a signed-up and engaged email list is priceless.
Your email list is gold and if you look after it can deliver consistent return on investment and deepen customer relationships.
The value of an email database
Your email database has three superpowers:
1. It’s direct
This is your direct – and unfiltered – access to your audience. It’s a brilliant way to build trust and authentic connection through sharing valuable content, insights, or special offers.
2. You own it
There’s no middleman controlling the algorithm, Google can’t restrict your targeting, unlike rented platforms once you’ve assembled your list you’re in control.
3. It’s cost effective
Compared to other channels like traditional and digital advertising, email marketing will consistently give you a high ROI.
How to develop and grow your email database
So we know it has significant benefits for your marketing, but how do you start to build and grow your email database?
Lead magnets: There’s no better way to draw people in than with something that’s high-value. Your gated content might be an e-book or whitepaper, a downloadable template, or even a free course or webinar. Develop a resource that your audience will value and they will gladly exchange their contact details for it.
Website integration: Your website is more than your shop window, it’s a key opportunity for engagement. Optimize your site to encourage conversion to sign-up – embedded forms, landing pages to capture leads, side footers and pop-ups are all great to consider.
Social media promotion: If people are already connected with you on social media, they are prime targets for deeper engagement. Encourage followers to join your list for exclusive content, insight, or special offers.
The key to maintaining and automating your database
To really get the most from your email contacts you need to get the foundations right. With these in place your list will be reliable, responsible, and responsive.
1. Self-service options
To keep your audience engaged (and subscribed) you want to give them content they value. Rather than trying to work this out for yourself give them the option to control and update preferences and the communications they receive.
2. CRM Integration
Boost the power of your email list by connecting tools like Salesforce or HubSpot with email platforms like ActiveCampaign or Mailchimp. Sychronising your platforms makes the data transfer easier so you have all the customer information you need to deliver accurate and speedy email campaigns and can seamlessly track results.
3. Automated segmentation
Bringing together your data sets also gives you the power to deliver more personalised marketing. Segmenting lists based on customer data in your CRM system allows you to send highly targeted emails that lead to more engagement and higher conversion.
Which platform to invest in?
There are lots of platforms that can support your email marketing. Choosing which one is right for your business needs can feel overwhelming – here are three of our favourites:
Mailchimp: If you’re new to email marketing and have a fairly small contact database it’s a budget-friendly (and user-friendly) option for SME’s. It offers simple automation tools that are great for basic email marketing.
ActiveCampaign: Known for its email marketing and automation capabilities, ActiveCampaign enables you to enhance customer experience through highly tailored messages. It also offers some CRM features with automation tools.
HubSpot: HubSpot goes beyond an email marketing solution, it’s an all-in-one CRM solution that includes marketing, sales, service, and content management. It’s better suited for businesses with complex marketing needs who want more sophisticated automation tools and lead nurturing.
Your marketing is only as strong as your data
Quality data leads to quality engagement. A solid data hygiene strategy is key to successful email marketing.
To make sure your database gives you the best shot at success:
- Regularly remove inactive or duplicate contacts
- Validate email addresses to reduce bounce rates and keep your database current
- Conduct regular data audits (every 3-6 months) to make sure you are GDPR compliant
How Agnes can help
At Agnes we offer full-service support and have helped clients of all sizes take control of their email marketing.
We can support you to build a strong database of contacts, manage automation for seamless delivery of campaigns, and develop a marketing strategy that engages the right audience at the right time.
Building and maintaining a strong email database is a foundation of successful marketing and we’re ready to help you optimise your strategy and reach new leads. Get in touch to explore how we can support you to develop your most important marketing asset
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