Displaying items by tag: database
Wednesday, 15 January 2014 14:06

Making friends and influencing others

It is somewhat obvious that every single time you send out an e-newsletter, it is an opportunity for you grow your subscriber database.
The most successful email marketers understand this and use it to their advantage and grow their prior permission database the new, fresh, interested contacts every time they email out.


How is this done?
Although the techniques are very simple they are very effective. Basically, the more interesting and relevant the content of your newsletter and email messages, the more effective the techniques listed below will become.


1. Take care of the dodgy Unsubscribe link
Some email spammers actually set up their unsubscribe links so that when a unsuspecting recipient clinks the link, they are submitting their email for more spamming rather than unsubscribing like they think they are.
Therefore, it is no surprise that some people distrust unsubscribe links and if your recipient wants to subscribe, but does not wish to use the link you have provided, it is logical to think that they will click the ‘junk’ button in their inbox (19% of email recipients click the ‘junk’ button believing this will unsubscribe them).
Being reported by ISP’s as ‘junk’ is something you really need to try and avoid as it can result in your email campaigns becoming blacklisted.
In order to overcome this problem simply follow step 2.


2. Win your recipients’ trust
The main way to influence the behavior of your recipients is to convince them you are a legitimate organisation by providing them with a credible and trustworthy ‘unsubscribe’ link.
Using Mail Magic allows you to customise your own unsubscribe page, allowing the recipient to clearly see it belongs to you as the sender and not some generic link which could go anywhere.
By branding your unsubscribe page you will give it both weight and credibility in the eyes of your recipients.
So, employ this technique and you will not only protect your credibility as an email sender but you will also preserve your deliverability rates.


Making friends
In order to grow your database with each email campaign you will need to prompt your current recipients to forward your information to their friends, colleagues and family members. Your information needs to go viral.
Such viral marketing has become big news on the internet over recent years with large high street brands employing it to circulate their special offers and promotions across the country, and the great thing it, it doesn’t incur any additional marketing costs.
So be sure to prompt this behavior from your current recipients by clearly having a ‘forward to friends’ option in all your email messages.
Another must it to have a clear ‘sigh-up’ link in your messages so that those who do receive your forwarded emails know exactly where they can sign up for future campaigns.


Yes, size does matter!
A recent study into the size of contact databases found that when an email marketing campaign is sent out to a contact list of 500-5,000, the average non-open rate is as high as 69%. That leaves an average open rate of just 31%.
The study then looked at campaigns which were sent out to a far smaller list of just 50-500 contacts. It was found that in these more targeted campaigns the non-open rate dropped to 61% meaning that the open rate increased by 8% to 39%.
From these results we can conclude that the smaller, more targeted, niche campaigns which contain more relevant content, rather than bulk information, are welcomed more by the recipients.
To check this theory a contact database of over 5,000 contacts was tested. The results found that the non-open rate rose to a high 74%, leaving a miniscule open rate of 26%. However, when the vast number of contacts is considered, an open rate of 26% should be celebrated.
Things to remember
So, the overall message is that it is not important to email both small and large volumes of recipients. What is important is that you need to consider and apply highly targeted information and messages to both large and small groups.
Segmenting your data, relevant and fresh content, dynamic subject lines should be carefully planned out every single time.

Published in Data
Tuesday, 12 November 2013 12:10

Get Protected

Do you know who is held responsible when a marketing email is sent to someone without gaining their permission?

Locating new contacts is a continual task for email marketers and the need for band new, current prospects to supply the marketer’s requirements is unquenchable. However, some people are not 100% sure about where a marketer stands in regards to the DPA compliance regarding the data they buy-in or rent. Exactly who is legally responsible if an email campaign is sent out to a hired list which has been accumulated either by unfair means or illegally?

The reoccurring issue of SPAM persists in bothering the privacy regulators, the marketers as well as a significant number of customers. Within the market of data there are numerous non-legitimate supplies of email data which are being offered either on a hire basis or available to purchase. However, it is these sources which feed the illegitimate email marketers with the contacts which they need.

Where does the cycle end? The UK’s Information Commissioner’s Office has released its advice and guidance regarding marketing via electronic media including a blunt and stark warning to the marketers themselves. They have stated that email marketers shall be held fully responsible as the ‘instigators’ of the campaigns should the data they use be proved to have been gathered by unfair methods.

Similarly, the Advertising Standards Authority is also indifferent when it comes to the marketers. In their eyes also, it is the client’s responsibility to ensure that the data they chose to use is legitimate. A customer must ‘opt-in’ to receiving email communications from 3rd parties. Therefore, should you be offered an email database be sure to see evidence of ‘opt-in’ procedures.

Published in Spam

Achieving a strong and healthy relationship with your subscriber is one if the most essential tools for online success.
This relationship is essential as it has the power to make all the difference between you making a sale, or losing it to a competitor. It is the same in the offline world as well. If you needed your car fixing and had a friend who quoted a price and a stranger who quoted exactly the same price, you would always choose the friend. This is because we would always rather give someone we know our businesses rather than someone we didn’t.
The world of email marketing can be extremely competitive and so when two marketers are promoting the same product or service, it can all come down to the relationship you have with your readers.
For example, during a significant online launch which saw high ticket items being sold, a large number of marketers will be sending out emails to their subscribers. The majority of the marketers will be offering additional bonuses in an attempt to ‘bribe’ their readers to purchase through their affiliate links. At times there will be 3 or more marketers pitching exactly the same offer with a comparable value. So, if you place yourself in the position of your subscribers, why should they buy from you in comparison to all the other marketers?
It all comes down to the relationship once again. If you have a strong relationship with your subscriber they will be on your side, so to speak, especially is you are trying to win a competition with your rivals.


How to achieve a strong connection with your database:

  1. Communicate with your emailing list frequently. Do not email your subscribers only when you are promoting a product. Send them information you think they would find interesting and updates about relevant material.
  2. Show them that you care. Employ tools such as questionnaires to find out about their needs and concerns. Find out what they would like you to provide for them to assist them with their own businesses.
  3. Send out gifts. This does not have to conform to the conventional idea of a present. Send out free reports, blog post templates or even graphics, something they will find useful and beneficial.
  4. Show your human side. Allow your subscribers to see your human side, let them know details about your personal life. People respond well to people and letting your subscribers know who you are will do wonders for your relationship as well will not only thinking of you as stale emails, promoting products.
  5. Teach them. Providing your subscribers with valuable and educational information will put you in the role of teacher and they will listen and trust you. This will come in extremely handy when you specifically want them to listen to you and buy exactly what you’re selling.
Published in Data