There are many components to creating an effective business email marketing campaign that both improves client engagement and benefits companies' bottom lines. One of the most important of which is a high-quality email distribution list. These lists depend on elevated customer relationship management (CRM) strategies to maintain effectiveness. So, how can firms go about supporting their targeted email lists?
Analyze each lead for content clues
According to a recent article from MediaPost, exercising good CRM practices when it comes to email marketing lists requires businesses to evaluate individual lead sources. In addition to partnering with qualified and reputable email list providers, firms should investigate where additional leads are coming from. For example, where do they have links to their list sign-ups posted? Are these only on company-controlled spaces such as Twitter, Facebook or LinkedIn? Or are they also featured on affiliated websites?
"So if you perform this evaluation, you will automatically identify the sources of any risky leads and eliminate those sources, as well as identifying your best-performing lead sources and subsequently increasing budget to those sources," the news source explained.
While marketers may craft content strategies for their email marketing lists' preferences and needs, the article posited that companies can become even more hyper-tailored to consumers' desires. One tactic that can be used involves contouring sign-ups or initial emails to allow recipients to indicate the types of messages they would like to receive, such as promotions, discounts, special events and industry news.
In this way, businesses can boost the effectiveness of their communications as well as the likelihood that specific messages will be opened and acted on. Because the messages being sent to specific inboxes are dependent on recipient feedback, customers will start to keep an eye out for missives from a company, the news source wrote.
"That's the kind of email that stands out in the inbox. That's the kind of email that wins on the email-marketing battlefield," asserted Media Post. "Don't you want to score a victory? You can do it as long as the customer experience is at the core of every engagement, from acquisition through customer lifetime. Because good lists make for happy customers."
You have the leads, you have the list – what's next?
While email marketers are unlikely to succeed without quality lists of leads and customers, they similarly will find it hard to get ahead without finding a way to creatively engage with those addresses.
There's a danger for email marketing messages to become stale. In order to prevent list attrition, firms need to identify methords in order to keep content fresh and new. Business 2 Community recently offered several suggestions for marketers to change up their communications.
One strategy to power creativity is to subscribe to other businesses' list. In this way, firms can see what industry leaders and competitors are doing to figure out what tactics customers like and which are likely to leave shoppers cold. Furthermore, marketers shouldn't limit themselves to lists that are specific to their industry. As the news source explained, "There is no reason why a travel agent cannot learn a trick or two from a restaurant chain or an insurance broker. We are all in the business of selling, after all."
Consumers are and should be businesses' greatest source of inspiration. With that in mind, when asking recipients which communications they would like delivered to their inboxes, companies can also solicit feedback on topics and products. Tailoring content and structure to what they want, like and need will help any company spur greater customer loyalty and thus improve bottom lines.