Email is a form of currency that allows businesses to connect with prospects and customers. When done right, email marketing can be used to drive conversions from cold leads into warm leads that eventually lead to sales (aka hot leads).
Studies show that successful email campaigns occur when email subscribers opt-in to receive your emails. There are SPAM laws that require thoughtful interaction between the sender and receiver. (The CAN-SPAM Act has specific requirements for commercial emails. There are tough penalties for violations.)
Businesses that build permission-based email lists experience high open and click through rates on their email campaigns. This approach can allow email list segmentation so a recipient receives the type of information that is relevant to them in their stage of the sales funnel. Over time, opt-in subscriber lists can be added to a drip email campaign funnel that generates significant sales and revenue from email campaigns.
It is important to know that there are two types of email subscriber permissions: implied and express. Implied permission occurs when someone is an existing customer, or an active member of your website or online community. Express permission occurs when someone willingly gives you their email address. This typically occurs when they sign up for your newsletter on your website or fill in a form for a particular piece of thought leadership content in the form of a lead magnet.
Research shows that 40 percent of permission-based emails are typically opened and 20 percent of those people who open emails actually click links in the email. However, email lists that have been purchased or shared via partners typically experience a low open rate. Studies find that only two percent of non-permission based sends are opened and achieve a click rate of less than 3/10 of a percent. These non-permission based emails have been known to increase a company’s spam complaints by ten times. Even less of the click throughs ever convert to a sale.
Translation? Sending only permission-based emails can ensure higher open and click through rates while greatly increasing your ability to convert to sales.
So how do you ensure you’re email campaigns are successful? By using your customer email list and creating ways to grow your opt-in email list.
Use Your Customer Email List
The best way to build an implied permission email list is by synching your customer database with your email marketing tool. If you can’t do that for some reason, you need to consistently upload a current customer list to your email marketing tool. (Make sure you ‘dedup' the list so people don’t get emailed multiple.)
Generate New Opt-In Email Lists
Opt-In Email Lists are nurtured and grown by creating various opportunities for people to give you permission to email them. This can be done by creating an opt-in form to subscribe to your newsletter on your website and other appropriate social media outlets. You can also create lead magnets that provide a bribe (offer) that is irresistible in exchange for their email address. Lead magnets can include a wide array of items. Options can include a simple one-page checklist, customer case study or cheatsheet; an exclusive offer; an audit, quiz or assessment; or maybe a report or tool kit. My favorite kind of lead magnet is a webinar or recording that presents thought-leadership content without selling. The various types of lead magnets that you can create are endless and can generate quality leads if done well.