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Best Practices for Building Your Email List

November 4, 2011 By Wikus Engelbrecht
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The best email marketers use the power of words and images to draw a response from their subscribers. Their persuasive qualities lead to sales, registrations, downloads and a host of other positive actions that can make any email marketer’s heart jump. All of which is utterly meaningless if you don't have anyone to mail to.

The mailing list is the most important element in the success of an email campaign. If you can convert visits to your website into a lasting relationship via email, the chances of retaining a customer are much greater.

Considering all the emails that get sent daily (estimated at 294 billion by Radicati Group), it's become increasingly difficult to push through all the noise to get people to opt in to your mailing list. Even when you do get new subscribers, you'll also always have those that unsubscribe. If you're unlucky, those that subscribe and those that unsubscribe balance each other out. Your list simply doesn't grow.

Sure, it’s tempting to buy or rent a large list and blast out an e-newsletter to it as opposed to growing it yourself. But you might be doing more damage than you think. In order to retain subscribers, you need to engage those who want to hear from you (as in those who've opted in to your email program). A permission-based list built by yourself always yields the best results since you're providing content that's relevant and of interest to recipients. Due diligence must be given to key principles and practices that help build a responsive list of addresses.

List building starts with permission
You don't actually want the biggest possible list of email addresses. You want the biggest possible list of email addresses for people who have asked to hear from you. A main reason people report email as spam is because they never asked to receive messages from the mailer. Spam reports are a major factor used by webmail services and others to tag "bad" senders, potentially leading to outright blocking of all that sender's emails.

What constitutes effective permission?
A key to email marketing success is identifying the kind of emails consumers find valuable. Email marketers offering no value get no response (other than the unwanted kind, such as subscribers opting out or marking their emails as spam).


 

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PDF FORMAT

<i>"Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated."</i> -- from <i>The Ultimate Guide to Email Marketing</i> 

It's true. Email marketing is still going strong, and continues to be one of the most important factors in any marketing campaign. 

From the first six months of 2010 to the first six months of 2011 alone, there was a nearly 21 percent increase in email volume! The average number of emails received per day in the first six months of 2010 was 472, and during the first six months of 2011, the daily average increased to 571. Marketers are having success with their email campaigns and using it more and more.

That being the case, your email marketing campaign needs all the attention it can get, and knowing what works and what doesn't is the best way to start. That's where "The Ultimate Guide to Email Marketing" comes in. 

The Guide is brought to you by the email marketing experts at DMIQ and their extensive research into one of the largest email campaign archives in the industry. On top of latest trends, it features 19 best practice chapters from today's email marketing thought leaders. You will learn how to create a relevant email program to nurture leads and drive sales, how to best use call-to-action visuals in your emails, and how to use social email to improve marketing effectiveness.

You’ll also learn:

•	Email Marketing Trends in 2011
•	Best Practices in Writing Subject Lines
•	The Strategy (and Tricks) for Improving Open Rate and Response
•	6 Tests to Improve Email Program Results
•	5 Best Practices for the Gangbusting Email Campaign
•	Best Practices for Improving Email Performance
•	6 Ways to Make Your Emails Mobile-Ready
•	Email Branding — The 16 Most Effective Strategies
•	11 Best Creative Practices for B-to-B Email Marketing
•	The Keys to Developing a Successful E-newsletter
•	How to Determine Your Customers’ Email Content Tolerance
•	How Email Marketers Can Optimize the Social Media Opportunity
•	…Just to name a few!

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<u>About DirectMarketingIQ</u>
The Research Division of the Target Marketing Group, DirectMarketingIQ (www.directmarketingiq.com) is the go-to resource for direct marketers. Publishing books, special reports, case study stockpiles and how-to guides, it opens up a new world for those who seek more information, more ideas and more success stories in order to boost their own marketing efforts. DirectMarketingIQ has unparalleled access to direct marketing data - including the world's most complete library of direct mail as well as a growing library of promotional emails across hundreds of categories - and proudly produces content from the most experienced editors and practitioners in the industry.

Note: You must have Adobe Acrobat Reader in order to read The Ultimate Guide to Email Marketing, which is in PDF format. The Ultimate Guide to Email Marketing

PDF FORMAT "Despite news to the contrary — especially from the social media space — reports of the death of email are greatly exaggerated. In fact, as your inboxes most likely show, email is growing and becoming even more sophisticated." -- from The Ultimate Guide to Email Marketing It's true....

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