It takes excruciatingly hard work to build a reliable, responsive, and high quality mailing list. Simply uploading thousands of emails to the list of recipients in the database will not work. The truth is that acquiring email addresses is only a small part of the larger email marketing process. It is very important to understand that a company must build an individual relationship with every person behind an email address. If you start wrong, all chances to build a useful relationship with subscribers are instantly nullified. On the other hand, if the company turns out to be worthy of your list of subscribers, then both parties will have many happy years ahead.
There are several key components to consider when creating lists, such as how email addresses are obtained, how new subscribers should be greeted, and how relationships should be maintained after the registration process. Getting a list of addresses is the easiest part of building a list. But the main rule here is to get explicit permission from the owner to send emails. Violation of this rule is contrary to the US CAN-SPAM Act regarding commercial email. It also leads to a break in the relationship with the client.
Addresses can be collected online and offline by means. Email subscription links must be placed on every page of the website, including the registration page and every transaction page. Paid search can be used to achieve high positions in search results. The landing page should contain a bright link to the registration page. Alliances that have a similar or complementary business may be requested to promote their own company in exchange for promoting another company. Incentives such as email-only discounts and free shipping can be offered to grow your subscriber list. If the list is rented from another organization, make sure the list has subscribers who have given permission. Offline means include collecting email addresses from visitors to a company, trade show, or website. Customer Service Representatives and Phone Sellers may request email addresses in appropriate situations. Subscription links can be placed on all printed materials such as newspapers, flyers, magazines, bags, shop signs, customer surveys and feedback forms, catalogs, etc.
The next important step is to welcome the new subscriber. With the flood of emails filling the inbox, it’s hard to get a person to read the email and believe it. A welcome message with the right content helps build trust with the subscriber. Actually, for this, a whole welcome program should be built. The subscriber’s greeting begins with the registration page on the site. This page should clearly explain the content, benefits, and frequency to subscribers. The subscription page should be easy to navigate and not annoying with multiple questions to answer. Four fields are enough to get started: first name, last name, email address, and formatting settings. Other information may be collected using additional forms. After registration, a thank you page should immediately appear. This closes the committed job and changes the subscriber to an optional form. Next, a welcome email should be sent to the client. This email will not only build initial trust, but will also validate the validity of the email address. This email should contain links to optional forms and a page with detailed settings. It may also contain subscription benefits and samples of past best newsletters.
The next step in relationship management is the most important and delicate because of the personal relationship with each subscriber. If this is not properly addressed, all the effort put into collecting email addresses for the subscription list will be wasted. To expand your email program, you need to consider the preferences of your subscribers. Bounce, inactivity, and unsubscribe trends can be seen in the list statistics. From time to time, you may create special offers and surveys to keep readers interested. Particular attention should be paid to people who have not opened emails for a long time. Send follow-up emails and consultation messages.
Building subscriber lists takes a lot of time, energy, and dedication. Of course, all efforts pay off in the end, as can be seen in healthy mailing list growth.
