Category Archives: Mailing list

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

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Targeted Email Lists Make for Higher Response Rates

It may make sense in theory to cast a broad net with email marketing and try to cater to the largest audience possible. However, studies have shown that the opposite is actually true: targeted email lists are far more effective. In most cases, the type of product you are marketing will dictate exactly what email list or database you should purchase, rent or segment.
For example, if you are marketing to a specific region, buying a national or international database would not be as effective as purchasing one targeted toward that specific region. Similarly, marketing a product such as medical equipment to non-doctors or healthcare practitioners is more likely to raise red flags in terms of spam than to actually convert to sales. Make sure that you know your audience while you prepare your marketing campaign.
While many marketing firms nowadays cater to social media presence, it has been consistently proven that a large properly targeted email list can result in a much higher CTR (click-through rate). Research also seems to indicate that coordinating your email marketing with your social marketing is an even better solution. Be sure to include social media links in the footer of your marketing emails. Since you are already aiming your emails at people in the industry or region you are catering to, let them know that your site might have more content that they might be interested in. Maybe they aren’t ready for your marketing promotion but they want to check out your blog. This is a great way to increase the open rate and conversion rate of your mailing lists.

 

By Alec Wilcox

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Email Subject Line Types that Work

As I’ve mentioned previously, email subject lines are often the most important quality in a successful email marketing campaign. The effectiveness of email marketing can be greatly diminished if your subject lines land you in your recipients’ spam folders. To maintain success in email marketing, see what works for your industry or product. You can track the effectiveness of different subject lines by using Google Analytics or a similar tool. In order to find which email lists work best for your mailing lists, test out the “urgent”, “informative” and “conversational” type subject lines explained below.
Oftentimes, using “urgent” words gives you the best chance at increasing your open rate. Try subject lines like “This is your last chance to get 20% off…” or “Final week of our annual promotion.” If your subscriber has any familiarity with your product or service, these types of email subjects can be all it takes for them to make a purchase they were thinking about already.
In addition to using urgent keywords, test informative subject lines too. Many email marketer find success with subject lines like “Have you heard about X?” or “Did you know that X?” These types of subject lines don’t generally imply the nature of the email (a marketing message) and can lead to the second glance you need for a sale.
A conversational tone is great to drum up interest for your product, especially for repeat customers. Many marketing campaigns leverage repeat business by “checking in” or providing updates on your business. Keeping at the front of the minds of your customers is an important step in running a successful campaign.  
By Alec Wilcox

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Using A/B Testing for Your Email Lists

A/B testing, or split testing, is the process of testing two different emails (or style of email) to see which will produce the best results on a mass-scale. Typically, the system for A/B testing consists of designing two marketing emails and sending each one to a small subset of your email list. The CTR (click-through-rate) can be tracked via Google Analytics, then the results are tallied and whichever campaign was more successful is used for the remainder of the email list. Google even includes an A/B testing tool in their GA suite.
Be sure to compose each email carefully before starting the test. If you decide you want to change something about one of the emails or need to correct a mistake, keep in mind that this will skew the results and will likely throw off your numbers and the data will not be as useful.
You can use A/B testing to evaluate different subject lines, test visual design, the use of images in emails, different promotions including sales vs. coupons or HTML vs. text emails. Just about any factor of a marketing email can be tweaked for better results by using A/B testing. Using A/B testing, you can even test different “from” email addresses to check about whether a particular persona or address results in a higher CTR.
As with all marketing, email marketing benefits from more testing data and a more precise marketing strategy. GIve A/B testing a shot and let me know about your results!

 

By Alec Wilcox

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5 Ways You Are Killing Your Mailing List

A lot of people who get started with email marketing quickly tire of the work that goes into running a successful campaign when they don’t see the results they were hoping for right off the bat. The fact of the matter is that maintaining an email marketing campaign is a lot of work. Once you kick off your email campaign you will continually have to create quality content that is targeted to your mailing lists. You will also need to do lots of testing. in order to see what works best. The good news is that a lot of times the amount of mailing list maintenance can be minimized by taking into account the following factors that are proven to reduce response rate.

1. Are you sending emails too frequently? Try experimenting with bi-weekly instead of weekly, or even longer depending on changing response rates.
2. Don’t have something new to say about your business or product? Maybe now is not the best time for a marketing email. If you don’t have something new to promote, oftentimes your email list recipients might see your email as unwelcome or spam. This is the last thing you want.
3. Experiment with fewer or more images in the body of the email. Too many images are a good way to be relegated to the spam folder, but too few is also a problem. You don’t want your recipients staring at a wall of text. See what works.
4. Make sure you’re tracking the success of your mailing lists with Google Analytics. You can see how to do so in some of my earlier blogs.

5. Make sure that your subject lines are clear and not spammy. If your subject lines aren’t streamlined, it is likely that you are hurting your email marketing campaign.

By Alec Wilcox
 

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