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Building Your Mailing List, The Right Way

7 min read

Email is one of the oldest technologies introduced on the Internet and is still fully integrated within the web even with the introduction of social media networks. Just because it’s old school, doesn’t mean it’s not effective. Email marketing is still a favorite among consumers.

Yes, people still prefer email for commercial communication. Emails are sent when creating new accounts, for promotions, order confirmations, shipping notifications, upcoming events, reminders and so much more.

If you’re like most online retailers, you spend a lot of time and effort building your mail email marketing campaigns and strategy. I hope you are because email works! Your success in email marketing will depend a lot on the size and quality of your subscribers list. One of the keys to more email subscribers is to give shoppers an opt-in promotional coupon offer they simply can’t refuse.

Consider What You Are Selling & How That Affect Customers’ Impression of You

When it comes to email marketing, there is one thing that is far more important than anything else – your email list. As with most things, quality over quantity is vital. A small list of interested people who engage with your brand is much more valuable than a list of 100,000 people who are all likely to hit the delete or unsubscribe buttons when your email arrives in their inbox.

Who do you want on your list? Seems like a simple question, but you can really mess this up. With a high‑end luxury product (high involvement purchase), you might turn off your ideal buyer with discounts. You’d be better off trying to lure them in with a buyer’s guide.

On the other hand, if you are selling a consumable product (low involvement purchase), discounts might be the best way to grow your list.

Once you have your consumer persona’s defined, you can better tailor your messages to match their needs. Better messaging will result in an email list that turns into dollars.

Rely Heavily on Segmentation

Speaking of tailoring messages, it’s prudent to segment subscribes into specific categories. Why? Because there are different types of shoppers out there. Someone interested in your men’s business clothing section won’t necessarily be interested in your children’s formal clothing just because it is sold on the same website. Thus, if you are offering coupons for your ebooks via online stores like Shopify, you’ll need to align the timing of your promos with days that make the most sense for your customer segment.

The same thing can be said for email subscribers based on location. Boxing Day sales might be a big deal for U.K. customers, but American shoppers won’t have a clue what Boxing Day is all about and won’t respond to email promotions supporting it. So, location should be another category within your email subscription lists.

Allow for Folks to Unsubscribe

Email marketing, while effective, is not a perfect process. You’ll undoubtedly see customers unsubscribe from time to time. This shouldn’t be viewed as a slight against your e-store. Its just how things work. And you wouldn’t want a disengaged customer on your mailing list anyway.

Then again, you should desire to minimize these instances. It’s a difficult strategy to master, but it needs to be a top priority. Improving segmentation and increasing subscriber engagement are the top two initiatives for email marketers. Engagement and segmentation go hand in hand. Proper segmentation will surely increase engagement. It’s important you recognize all of this before you start building your list. Don’t just start mass emailing everyone until you can figure out what messages are relevant to each subscriber.

Not every message is relevant to every subscriber. Segmenting your lists will help you increase opens and conversions. It will also improve your unsubscribe rate. Interactive emails will help prevent customers from unsubscribing. Creating interactivity will keep the subscribers engaged.

If you are ready to build your mailing lists the right way, follow these tips. Before you know it, you’ll have a healthy subscription list for your ecommerce company. Enjoy!

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