Why Building an Email List Is Your Biggest Asset…

Successful email marketing starts with having a quality email list.

There’s a tendency to worry about building a list later and focus more on turning out emails to the masses or worry more about getting visibility on search engines. If you don’t pay much attention to email engagement, you’ll be missing out on lot’s of prime opportunities and taking a hit to your overall return on investment.

Still not convinced? Read on to discover why building an email list really is your biggest asset, especially if you’re a small business owner trying to connect with customers in a way that’s highly effective, personal, and budget-friendly.

EMAIL IS ALIVE AND WELL … AND HIGHLY EFFECTIVE

Despite assertions that email is a thing of the past, it remains a highly effective form of customer engagement.

People are constantly checking inboxes. And they actually look forward to emails from…businesses they’ve already dealt with or those offering something useful and enticing.

Granted, some emails end up in spam folders. Even so, an effective email list can be created with recipient behaviors in mind to increase the odds messages will actually be seen.

Consider the following stats as you build your email list:

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    Email marketing averages an ROI of nearly $40 for every dollar spent”

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    Email is the primary source of lead generation for most marketers.

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    Approximately 75% of Google users routinely check their email via mobile devices.

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    Email is the preferred form of contact with businesses for more than 70% of consumers.

SATISFYING A HUNGER FOR ENGAGEMENT

Email marketing can generate as much as 90 percent of your landing page traffic. This is especially true if you’re exclusively doing business online.

Part of the reason for all the interaction that comes with email is the hunger consumers have for engagement with their preferred businesses. The fact is most people like to hear from their favorite businesses. It’s also a trend that stays consistent across all age ranges; and consumer trends and stats back this up:

  • Nearly 75 percent of consumers “expect” a welcome email when they subscribe to an email list for a business.
  • Consumers who receive regular emails show, on average, about 30 percent more long-term engagement with those brands.
  • More than 30 percent of consumers continuously check email throughout the day, indicating an expectation for more than just an occasional email here and there.

EMAIL HAS A UNIVERSAL APPEAL

Numerous studies confirm that email is the preferred means of communication for everybody from millennials to seniors. More than 70 percent of consumers between the ages of 25 and 34 prefer email because it’s part of their daily lives.

Even if you’re not targeting younger demographics, you’re still likely to attract the attention of the consumers in other age groups since email is so universal. Plus, email outranks social and text as the preferred means of personal communication.

IT’S AN INSTANT SOURCE OF TRAFFIC
Ray Bowring

The key to successful results with anything involving online marketing is traffic. While there are plenty of people active online at any given moment, driving some of that traffic in your direction can be a frustrating challenge.

Enter email.

There may soon be as many 5 billion email accounts worldwide if trends continue. More than half of all email account holders rely on email as a primary platform for receiving messages they consider important.

When you factor in referrals you additional subscribers your list will likely generate over time as it grows, you could reach a point where you don’t need to rely on search engines for your traffic. You may even reach a point where your business can be sustained based on the recipients on your list and any referrals you may get from that list.

GETTING DIRECT AND PERSONAL

Digitally, an email inbox is just as personal as someone’s physical mailbox. When you engage someone in this way, there has to be some degree of trust for a recipient to take a moment of their time to open your email and see what you have to share.

While emails are sometimes informative, as is the case with confirmation emails of a recent purchase, such messages are often friendly and casually in nature.

Email is also a very direct form of engagement. Generally, you’re not going through a middleman. This very fact makes email an important and cost-effective asset since you’re directly delivering a message to an audience likely to be interested in what you have to say or offer. It’s also a personal form of engagement that allows for:

  • Highly individualized messages and offers.
  • Instant feedback from customers
  • The ability to quickly ask questions

IT’S YOUR LIST AND IT STAYS WITH YOU

Once you build an email list, it’s something you own as long as you wish to stay in business. Even if something happens with your existing business or you end up starting a new business with similar products or services, you’ll have your email list.

Without an established email list, you’d be back at first base each time you launched a new endeavor. Should you reach a point where most of your income is coming from email interactions, you’ll definitely be glad you have your email list.

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CUTTING THROUGH DISTRACTIONS AND BARRIERS

THERE’S NO ‘LEARNING CURVE’

Email is so commonplace that just about everyone knows how it works. Even the process of adding a comment to a blog post can require a learning curve to some extent.

With email, it’s pretty much universally understood that you can either read it, save it, forward it, delete it, or respond to it. When you have a quality email list, odds are good many of your recipients will opt to take one or more of those actions — other than deleting it, of course.

YOU CAN DETERMINE WHAT’S WORKING … AND WHAT’S NOT

Emails can be tracked right down to knowing which recipients are opening it and which ones are ignoring your messages. The information you get from your available stats can be used to fine-tune your email list so you’re not wasting your time trying to engage with someone who’s not all that interested. It’s definitely more effective at getting your message across to the right audience than relying solely on direct mailers or organic search results.

IT’S BUDGET-FRIENDLY!

Email is twenty-times more cost-effective than traditional media; and it’s also one of the most inexpensive forms of marketing. It’s also far less time-consuming and efficient than some forms of online engagement.

Once you have a fairly substantial email list you can easily separate your emails into different groups to determine what should be sent to recipients in each one. There’s also less of a hit-or-miss approach with emails, at least when you have a well-developed email list. Online marketing techniques such as paid advertising will put your ad in front of an audience likely to be receptive, but it can be a costly investment. And there’s still no guarantee your ad will be noticed.

THERE’S INSTANT REVENUE POTENTIAL

You don’t want to primarily depend on the people on your email list for revenue since you always want to boost your brand’s image and be seen as a reliable source of info. However, if you find yourself in a pinch and need to get a boost in revenue, you could make an occasional straightforward pitch and likely see results within hours.

IT’S BE PERMISSION-BASED

Email is, by far, the least intrusive form of online communications. While this may seem like a contradictory statement, it’s not at all. Spam filters eliminate a lot of the unwanted emails people receive, so email is no longer seem as an occasional source of annoyance.

Most of the time, people are getting emails they actually want to receive.

If you build an email list that’s permission-based, meaning you’re sending out emails to people who really want to see what you have to share, you’re not being instantly distracting to someone who is busy trying to read other content at the same time, as is often the case with social media platforms.

YOU’RE BUILDING.TRUST

Engaging with people on your email list is a great way to establish trust. Consumers are constantly bombarded with information and solicitations, so there is an inherent tendency to ignore a newer or less-established business. The messages you send to the recipients on your list can be segmented and highly personalized. As long as you deliver relevant, valuable content, you could have trust established by the time a recipient receives your fifth or sixth email.

YOU’RE GIVING YOUR BRAND A VOICE

People like to see some personality behind a brand. This way many big scale marketers and well-established brands wholeheartedly embrace email marketing. If you’re just starting a business, even if it’s only something you intend to do on the side to supplement your income, you’ll definitely benefit from the ability to define your brand by incorporating your personality into your emails.

Adding a voice to your brand is a goal often achieved by presenting a clearly defined personality in your emails. Think about popular brands such as Disney and Apple. What human characteristics come to mind? This is part of what your voice is and it’s what can set you apart from other businesses going after the same consumers.

REPEAT BUSINESS POTENTIAL

In order to truly see the value of building an email list, you need to see beyond the immediate and look at the big picture. A prime example of one of the most appealing rewards that can come from successful email list building is repeat business. The deeper relationships often established through regular email engagement often lead to repeat business, partly because there’s an established relationship with your brand.

Getting repeat business from the names on your email list can be as simple as looking at what recipients recently purchased so you know what offers to send. If you know that Mrs. Smith tends to order a lot of kitchen products, she’s more likely to be interested in emails with recipe suggested included. Whereas Mr. Jones, who regularly orders electronic gadgets from your site, would likely be more interested in emails spotlighting new tech-related products added to your inventory.

FOSTERING LONG-TERM SUCCESS

By using your emails to send relevant, useful content, your email list could lead to long-term success with your online marketing and engagement goals. Forget about focusing exclusively on trying to solicit a purchase, order, or donation, and you’ll likely experience the results you expected. As an added bonus, you’ll have email subscribers who actually look forward to getting your emails. An email list can further foster long-term success by:

Benefits of Email

• Creating a convenient form of contact for customers.
• Enhancing your other online engagement efforts.
• Building relationships that go beyond completing the sale.

Ways To Build An Email List

• Collecting email addresses with each customer interaction.
• Including an email list sign-up option on your website.
• Providing an incentive for customers to sign up, such as offering exclusive email discounts .
• Encouraging email list sign-ups on your blog or social media pages

Building a high-quality email list is one way you can instantly level the playing field and keep customers starved for meaningful content engaged. In fact, many of the biggest online marketers have huge lists and regularly reap many rewards from those lists.

Email list building is something even the smallest business can do — and with similar results to what the bigger names out there get. Once you start creating your list, track your stats and update the list periodically (e.g., removing contacts who never open your emails or show no real interest) to make sure you’re getting the most out of your email marketing and engagement efforts.

About The Author

Raymond Bowring

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