Techblog
How SMEs Can Successfully Build and Utilise Their Email List
Email marketing, which is nearly half a century old, is still evolving. It remains king for promoting your business – still the most profitable channel to drive revenue and sales.
Technology market research firm Radicati Group estimates the number of worldwide email users will hit 4.1 billion by 2021, representing a huge market for any industry, especially small and medium-scale enterprises. It has the potential, according to Campaign Monitor, to generate a 4,400% return of investment (a $44 revenue for every $1 investment).
The Asia-Pacific region is well-poised to benefit from this surge, as it is seen to experience the highest growth in email marketing over the next eight years on the back of faster Internet adoption rates in Asian economies such as China and India. In Southeast Asia, Brunei leads the region in terms of Internet penetration at 86%, followed by Singapore at 82%.
If you are serious about growing your business, the first order of the day is to build a healthy email list. Having social media presence is essential, but you are tied to its changing algorithms. Your email list, on the other hand, is yours alone.
Tap an email marketing service
An email service provider (ESP) will give you the templates, tools, and services you need to get subscribers and manage the requirements of your list. Pick one that best suits your list size and growth expectations. Some will charge per number of emails sent, while others will cost you a flat monthly fee. A good free service for start-ups is MailChimp, while other popular options include GetResponse and ConstantContact.
Create an opt-in form
Christina Hagopian, president of New York-based communication design company Hagopian Ink, suggests building your email list through the “opt-in” way – where the customer decides if they want to receive emails. ESPs come with tools to create an opt-in form for your website. Ideally, the less information you ask at this initial phase, the better the chances of a subscriber completing the process.
Personalise your email
With at least 13 emails hitting the inbox of an average subscriber daily, there is a need to personalise and tailor your messages by segmenting your email list. Campaign Monitor's chief marketing officer Andrea Wildt notes that behavioural data will become even more valuable for marketers as these can provide information beyond statistics.
Make a compelling offer
Forbes columnist Steve Olenski says any email campaign should focus on the value for the intended recipient. It has to be enticing to compel people to hand over their email address to you. Offering rewards, such as a free gift or a special discount, remains the fastest way to get subscribers.
Do not spam your email list
While there is no magic number as to how many marketing emails you should send, bombarding your clients with messages is a sure way to shrink your subscriber list. At least 70% of users say they unsubscribed due to “too many emails.” In its 2015 report, US-based Direct Marketing Association says 35% of marketers send two to three emails a month, while only 9% send six to eight emails for the same period.
Go mobile or go home
At least 54% of emails are opened on a mobile device, says Hagopian, adding that 80% of people will delete an email that does not look good on their mobile device. “If you are sending email without optimising for mobile, you're leaving loads of opens, clicks and dollars on the table,” she says. Harvard Business School's Kristin Naragon, who is also the director of product marketing of Adobe Campaign, adds: “Mobile is a must. If you’re not employing it, you’re alienating an important generation of consumers who live, breathe, and sleep with their mobile devices.”
Summary:
- Build an email list with help from an email marketing service. It is an effective and easy practice.
- Get subscribers with your compelling incentives and personalised pitches.
- Be mindful not to turn off subscribers by sending too many emails.
- Make sure all your emails are mobile friendly.