Monthly Archives: July 2013

Targeted Email Lists vs. Email Marketing Lists

Over time, sending repeated emails to a single database can result in a downward trend in clickthrough and impressions. Attrition of an email list is simply one of the factors we deal with in email marketing. It is a fact of life. However, there are many ways to mitigate this effect and to extend the useful period of an email database.
For one, it is always important to send good content to your email list contacts. I have talked about this before in these blogs at some length, but the long and short of the matter is that the more frequently you send emails, the more frequently you should have something new to offer your potential customers. If you email your list subscribers every day or every week, soon they will relegate you to the spam folder, one way or another.

Additionally, using an email database like a B2B business list is the best way to get your offers to the greatest number of people, but not necessarily to the greatest number of potential leads. It is much more efficient to send your content to a targeted email list. This means that your offers go to people who are assured to be in the industry you are marketing to, or in the region you are marketing to. For example instead of a B2B mailing list, send to a healthcare email list. This smaller subset of your entire list will undoubtedly respond better, thus extending the life of the list itself.

By Alec Wilcox

Follow me on:
Google+
Twitter

Facebook
LinkedIn

What are Email Lists?

Email Lists
I talk a lot on this blog about email lists, usually with the assumption that the definition is a foregone conclusion. Typically with internet marketing, this is the case. However, there is some nuance to the term. In general, an email list is a list of addresses to which the same content is sent. However, when referring to internet marketing, this definition is perhaps too broad.

Opt-In Email Lists
In marketing, there are opt-in email lists. Typically, these will include a link or some other method for assuring that the customer wants to continue receiving the offers. In many cases, list emails will include an unsubscribe button for letting the administrator know that the user is “opting out.” of a particular email list

Targeted Email Lists
There are also non-opt in lists, usually purchased in bulk for mass mailings (or email blast). Often times, these lists are a better tool for the job than opt-in lists. Curating an opt-in list is a much greater time-commitment and is usually more-suited toward newsletters and occasion offers. Purchasing an email list (or email database) in bulk is a great way to get a precompiled list of thousands of addresses ready to be contacted. In many cases, these databases are sold or leased based on region or industry, lending them much better for targeted email marketing.

Feel free to contact me below if you have any questions about email lists!

By Alec Wilcox

Follow me on:
Google+
Twitter

Facebook
LinkedIn

Send Better Content to Your Email Lists

The name of the game in email marketing over the last 2-3 years has changed from sending out mass emails to huge lists to focus primarily on useful content targeted at specific users. Even though you may be trying to sell your prospects on your product, you can still appeal to their sense of utility by trying to present helpful information or informative content alongside your call to action and sales pitch.


Many email marketing specialists place great emphasis on effective subject line writing (since this is the first line of communication between you and your customer). In addition, your marketing emails should have a strong, personal voice. This is the first step in maintaining utility for your recipients. Try to include some recent news or factoids about your industry in each email. If you can insinuate that your customers may need your product due to a change in the field or a recent development. This is a great way to boost your conversions.

Finally, the mantra of internet marketing: see what works for you. Your customers may not respond to the same marketing as someone else’s customers. See what type of content your leads are responding to and cater to this content.  

By Alec Wilcox

Follow me on:
Google+
Twitter

Facebook
LinkedIn

What’s a Good Conversion Rate for Your Email List?

We talk a lot on this blog about conversion rates, but the question then comes up, “what does having a good conversion rate mean, exactly?” The short answer is that email marketing experts and gurus tend to agree that 1% to 5% is a realistic conversion rate or goal to have. The long answer, however, is that a “good” conversion rate is very subjective.


Really, in judging the efficacy of an email marketing list, the only metric that really matters is whether or not your customers are responding your call to action. Conversion rates can vary quite a bit between fields and industries. In addition, if you have two different promotional offers, and one is converting at 1–1.5%, and the other is converting at 2.5%, you shouldn’t assume that the higher-converting figure is more successful: if the lower conversion rate offer results in fewer clicks, but has a high margin, the lower conversion rate is a better investment. The only way to find out exactly what a good conversion rate is for your campaign is to continue to try new promotions, and adjust your goals based on your own historic data.

By Alec Wilcox

Follow me on:
Google+
Twitter

Facebook
LinkedIn