Blast email marketing is over. Collecting massive lists of names by any means necessary and then blasting out a generic message hoping to capture a couple of leads is a waste of time and reputation. Facebook and LinkedIn will do a much better job helping you reach your “untapped” audience than a blast email.
That doesn’t mean email marketing is over – not by a long shot. In fact, email marketing is THE BEST way to find out who is truly interested in your product or service and it enables you to ENGAGE with your customers to find out what they really want. When done right, you will have a list of quality contacts that will convert to quality customers.
There is no fast and easy way to create a top-quality email list. You must give people a reason to want you in their inbox. Begin by creating an educational website that offers the reader something in exchange for his or her contact information, such as up-to-date information on your product or service that changes regularly and frequently. Provide a gated whitepaper, case study, brochure or an educational opinion piece.
Next, create a Facebook and LinkedIn page that allows you to advertise your quality web content to drive people to your site. Once you capture the readers contact information from your site, welcome the reader with an email that includes the ability to OPT OUT. In addition to being required by law, the opt-out link is another tool you can use to create quality lists and quality content because it tells you in no uncertain terms what your customers like and don’t like.
Finally, use all of the tools in your possession to listen to your contacts. Some of the ways your contacts speak to you is by the emails and links they click to open and the emails and links the don’t choose to open. Try running some A/B tests to see what style of subject line or tone of voice most appeals to your clients.
This post courtesy of Account Manager Nancy Pederson