Article

Shaunak Pramanik
Shaunak Pramanik 5 February 2020
Categories Email & eCRM

How to Nurture and Grow your Email Database

Do you think that email has lost its charm? Well, you're alone but you are also not correct!

Emails may not be that flashy as social media or video marketing, but it towers above these marketing channels when it comes to a customer making the final purchase.

In fact, a 2019 Mckinsey survey has shown that lead conversion occurs three times faster on emails than on social media.

The Bitter Truth

With the increasing numbers of noisy advertising carried on through content markeitng and social media, consumers have developed an attitude of frequently unsubscribing from email lists that are not completely relevant for them.

What Should Your Primary Aim Be?

Your aim should be to increase the relevance of your EDM campaigns and revive your subscription list. 

Here are four of the most effective tips that you can use to bring your email database back to life. 

1. Timing Matters

Heard of the term “list fatigue”? List fatigue occurs when you overwhelm your email list with extremely frequent communications.

These communications may be relevant, but such an overexposure bores your customer towards your offerings and finally, they unsubscribe you.

On the other hand, many businesses try to counter list atigue with highly sporadic communications with their email database subscribers.

This becomes counterproductive in a way that the consumer finds it really hard to recall your brand or your offerings when you finally mail them, and as a result, they finally unsubscribe or send you to spam.

Find the Sweet Spot: Not Too Much…But Just Enough!

Your main motto should be to create a wow factor every time you hit your audience with an email. Let’s look at the most ideal number of e-mails every firm should send, based on their business type. 

B2C Firms

A bi-weekly or weekly approach is the perfect one. 67% of B2C firms indulge in sending somewhere between two and five emails every month.

B2B Firms

One to five emails monthly is the most appropriate number. At least one email per month, and no more than five, appears to be considered an appropriate number.

2. Be Relevant

You need to understand and acknowledge the exact reason for which a customer has subscribed to your email database. It’s to receive promotions, important news and general information regarding your business, and not your industry.

Therefore, you just can’t send highly generic and easily available information through your emails. This may include sending emails about the latest trends or news belonging to your industry.

The customer can open an app or just browse google and immediately know about such information.

It’s imperative that you offer something unique and personalised to your customers, something that can create an immediate engagement and drive them to take certain actions.

This can include information like:

  • New stock arrival
  • Some special promotional offer that is only available for this month
  • A free seminar/webinar that you are offering
  • A social media contest that can land them directly to your website.

3. No Engagement No Leads

 The average online consumer nowadays, has become extremely impatient when it comes to consuming content.

This is primarily due to the over-availability of content regarding every field that is doing the rounds on the web. Due to this, a consumer would only choose to consume such content pieces that engage them to an optimum level.

Therefore, conventional text-based emails can no longer be considered an effective tactic to keep your email database subscribers hooked in the long run.

You need to include engaging video content instead of just a chunk of text in your newsletters.

Some creative non-text content that you can include in your EDM campaigns are:

  • A visually enticing infographic to get your point across and boost open rates.
  • A small snippet of your recent podcast. An explainer video of how your new product offers value to the target consumer.
  • A quick recap video that you upload to YouTube and embed in your EDM.

Finally, you should always make it easy for people to get in touch with you. Always mention your contact info and links to your social media accounts in your email.

This will help in fostering a sense of trust among your E-Mail database subscribers and also give them the authority to contact you whenever and however they want.

Here are a few stats based data regarding the most important elements that can increase your email engagement:

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4. Keeping Your IP healthy: A Highly Underrated Tactic

The overall health of your IP address matters a lot when it comes to email engagement.

 It doesn’t matter whether you have used every possible trick to make your emails more engaging.

 The moment a customer realises they you are having an unhealthy IP address is the very moment they will tag your email as spam. Fortunately, there are a few tools that can help consistently monitor and improve your IP health.

Sender Score: This tool is specifically designed for measuring the current health of your IP and providing actionable insights on its improvement.

Reputation Authority: This tool tells you whether your email campaigns have a high chance of ending up in the spam folder or not.

Wrapping Up

It's never about the numbers and always about the people. You can’t force your audience to adapt to your style of engagement. Instead, you must engage them in the manner in which they want to be engaged.

Follow these simple guidelines in your email strategy and you will see a boost your email database subscribers.

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