So you’ve done your research and know what your audience want to hear about, and decided what content you want to be distributing – but when an audience email database is lacking in numbers, it may almost seem pointless to start an email campaign before you have built a sizeable audience to send it to!
An Email Database can be defined as a collection of email addresses from people who have signed up, I.e. opted in to receiving emails from you. It is very important to note that the person must have given you their permission to get added to your database from day one.
Step One: Who are you talking to?
The most important thing to do in the beginning is to know who your audience is – who do you want to be targeting? Ideally you should consider painting a picture of your ideal customer – someone who you think will be interested to read about what you have to say, and ultimately, sell to!
Simple things to consider would include things like age, gender, location, education, goals and challenges, values and fears, job title, what industry they work in, any specific details about what they do that could influence if they would resonate with the content that you are sending them.
Step Two: Where can you find them?
Next, you need to figure out where your typical subscriber is likely to be found – Facebook? Linkedin? Google? That way, you will know where to spread your message, convincing them to give you their email address.
Once you know that, next thing you can do is create a landing page. Landing pages are great in that they are stand-alone web pages that are created with only one goal, and one message in mind. So you can create as many as you want and each one could speak to a different need, for example, one landing page could be targeted towards people interested in getting news and information on one aspect of your business, while another landing page could be targeting subscribers interested in your latest promotions.
It’s important to note that because a landing page has a specific goal in mind, it has some key features to include such as a clear Call to Action, normally accompanied by an opt-in contact form. The page should also have a striking image and concise copy so that the main message isn’t lost amongst pages and pages of information. Using a service like Mailchimp is great, as they allow you to easily create landing pages, that you can then link to your Mailchimp audience when they sign up.
Step Three: How to start growing your email database
- The easiest way to gain a few subscribers is to start with what you already have! Simply email people that you have in your work email contacts and who you contact on a regular basis. The easiest way to add them will be simply notifying them of what you are starting and then include a link to your landing page, so that they get automatically added to your database, instead of you having to manually add them yourself.
- Social media is your next best place to start collecting subscribers! You can post the link to your landing page on any social profiles you might already have, and by including some advertising spend behind your posts, you can increase your reach to people who you don’t even know, but would still meet your target audience criteria.
- Join groups on the different social media platforms, like Linkedin and Facebook groups, that allow you to post and ‘advertise’ your services and drive traffic to your landing page. This will also give you exposure to different people that may be interested in what you have to say.
- Using Google Advertising to direct traffic to your landing page will also dramatically increase your reach.
- Blog writing and content marketing is also a great way to constantly put your brand out there, ‘sell’ your ideas and then invite people to subscribe to your database so that they can read and learn more from you.
- Add a subscribe button to important pages on your website, like the Home page and Contact page
- You could also consider creating simple pop-up forms for each page of your website, encouraging people to sign up in order to receive your newsletter and stay up-to-date on new products and promotions.
- Create a competition where you get your existing database to forward your link to their friends, offering a reward to one lucky subscriber.
- Add your landing page links to your email signatures, using services like Rocketseed.
- Lastly, NEVER consider buying an email database. That is illegal, resulting in you getting into a lot of trouble, and getting your email services suspended.
Step Four: What are you going to say?
Once you have decided where you are going to distribute your message, you need to decide what your reason is in order to convince them that they need to be on your audience list? What do they want? Things to consider could be access to your expertise and knowledge through blog posts, a report, a case study or ebook, maybe a one-time offer for a free consultation or audit, something that gives them real value. Alternatively, getting early access to promotions and new products would also be a great benefit to join the list!
Once you have decided on the messaging then you are ready to go! The most important thing to remember is that you want quality over quality. Keep your criteria specific, keep your messaging specific and you will be rewarded with a quality email database of subscribers who WANT to engage with you!
Need help with your email marketing strategy? Click here and we’ll contact you to get the ball rolling >>Tags: email, email marketing, email service, marketing campaign Last modified: June 5, 2020