Even the best email marketing content in the world doesn’t matter very much if there’s no one to whom you can send it. For some organizations, a robust email database can be the cornerstone for driving demand, nurturing leads and helping continue a strong customer experience after a sale is made.
Then there are the organizations — let’s just admit it’s the majority — whose email list may leave something to be desired.
It’s not just a matter of collecting a large number of email addresses. Over the past several years several laws have emerged which make it clear that any business communication can only be sent to those who have a clear and established relationship of some kind. The Canadian Anti-Spam Legislation (CASL) rules, for instance, are designed to ensure business professionals aren’t getting bombarded with unsolicited marketing from companies they’ve never encountered before.
While this might seem to make building a better email marketing list more challenging, it actually helps ensure that the quality of your database becomes much more important than the quantity. By working harder to have customers and prospects opt in to hear more from you via email in the future, you stand a much better chance of achieving a healthier open rate and click-throughs back to your website.
That also means marketing teams should bear in mind that building a better email list is not merely a matter of buying or renting names and addresses from someone else. It’s about weaving the list-building process into day-to-day activities, along with some more tactical projects, to get the names and addresses you need over time. You don’t always need a large list to get great results initially, but if your list keeps growing you’ll be able to set even more ambitious marketing goals in 2019 and beyond.
All of the following are helpful ideas, but the first one may be the most important step.
Source : Salesforce