Email list building is one of the cornerstones of digital marketing, and an invaluable asset in your online strategy.
Generating high-quality leads is essential for keeping your business funnel working, and the pipeline operational. There are many ways to acquire new leads in digital marketing, but in whatever way you approach your strategy, it all comes down to obtaining the person’s email. Without it, you can’t contact them and nurture them with your content, and there is no way to build a connection and convince them to convert.
Well, yes, of course, you can do it old school and try cold calling them if you happen to have their phone numbers. However, the rejection rates of cold calls dramatically increase if people have no idea who you are and what you offer. The best way to warm them up to your business is by sending them strategically timed personalized emails.
And to do so, you need a top-notch business email list.
Many bloggers and business owners underestimate the importance of having a great email list. So in this article, we will show you the top reasons why building one is the first thing you should take care of when creating a marketing strategy. Read on to learn more!
Why Is Building an Email List Crucial?
Email list building is crucial for businesses because it provides you with an access to potential clients who willingly shared their details with you and consented to receive information about your campaigns. This means that they are not only interested in your product, but that they want to know more about it, and, potentially, have transactional intent.
In other words, if you play your cards right, these people might soon become paying clients.
Furthermore, although many new generation marketers favor social media over email, in fact, email has been proven over time to be one of the most efficient lead-nurturing approaches, and still delivers excellent results. Research shows that for every $1 spent on email marketing, businesses make more than $55, and that’s some impressive ROI!
Furthermore, what makes a business email list more efficient than other digital channels, is the level of commitment. People more often than not like or follow a page on social media without giving it a second thought, and may click a link in the SERPs without even paying attention to the source. However, they tend to weigh the benefits they will obtain in exchange for their personal details when opting in for newsletters.
This increases the value of the leads in your email address list and puts them amongst the most valuable potential clients you can have.
In a nutshell, while convincing a person to trust you with their email may not always be an easy task, the effort is most certainly worth it.
Benefits of Building a Business Email List
So without further ado, let’s have a look at top 6 reasons why building your business email list is as important as ever:
1. Versatile Reachout Opportunities
Obtaining the customer’s email address enables businesses with both outbound and inbound reachout opportunities. This means that even if you are granted access to a second-party email list, provided by your partners, or purchase one from a third-party, you stand a chance of building a connection with these customers.
As mentioned, emails are less intrusive than cold calls. Unless the people on the list are completely uninterested by your product and offer, with a carefully curated email strategy and the right content, you can win them over. You can introduce your brand and how customers can benefit from the interaction, and make a great impression. As a result, eventually, these people can become part of your own loyal audience.
However, whether you reach out to people who willingly provided their email, or send cold messages, always provide a quick and easy way to unsubscribe. What’s even more important, make sure to, indeed, remove the person from your email list.
2. High-Quality Leads
People who subscribe to your newsletters and fill in their information in contact forms are usually high-quality leads. This means they have genuine interest in your brand and what you have to offer. Tese types of leads are easier to nurture and move through the funnel, all you have to do is provide the right content at the right time to show that you can respond to their needs.
However, to attract leads that are, indeed, of high quality, you should make sure your landing pages and CTAs are relevant, as well as clear on what signing up means for the user. People should be aware of how you intend to use their information, and what kind of content you are going to provide. Otherwise, you risk disappointing or frustrating them. This may not only hurt your reputation, but can, potentially lead to users marking your emails as spam and compromising all your efforts.
You can read more about generating high-quality inbound leads here.
3. Better Engagement
Email, as a communication channel, provides you with a myriad of ways to engage your customers. You can send them information about campaigns, distribute newsletters with your latest relevant content, keep them in the loop on transaction and order processing, and simply stay in touch.
Furthermore, modern email marketing tools enable full transparency on how the recipient engages with the email. This means that you can test different approaches and improve your strategy so that your messages resonate better with your clients.
By segmenting your address list, you can also find out what emails have better success rates with what groups of customers and employ a granular approach to target all your audiences in the best way.
This way you can stimulate engagement, and, ultimately, boost sales.
4. Efficient Drip Campaigns
From welcome notes to abandoned shopping cart messages, your business email list enables you to automate and personalize communication with your audience. By building efficient drip campaigns, you can make every touchpoint with the client more satisfactory.
You can use the information you have on the customer – such as interaction history, transactions, customer service communication, engagement, purchasing habits and so on, – to initiate a pre-programed email sequence. These messages encourage the user to take action, provide them with relevant information, and map out the conversion path for them.
Furthermore, they are priceless in the post purchase period, when you target your efforts at retaining the customer, obtaining their feedback, and trying to turn them into brand advocates. Without an email address list, this is next to impossible.
5. Building Brand Awareness
In the competitive marketplace nowadays, it’s easy for customers to lose track of the brands that they are doing business with. Social media news feeds, one of the most popular brand awareness channels, are flooded with all kinds of information that has a very short lifespan. Furthermore, social algorithms work in mysterious ways, so to speak, and they may choose not to prioritize your messages and, as a result, those may never reach your followers.
However, an email stays in the person’s inbox forever, or at least until they decide to intentionally delete it. This makes email the ultimate brand awareness tool.
By creating a solid business email list, and a robust strategy, you can stay on the customer’s radar and build the foundation of a meaningful connection.
6. More Sales and Conversions
Making sure that the customer is engaged and feels taken care of at every step of the journey improves the chances of conversions and boost sales.
When customers have your brand on the forefronts of their minds they are more likely to choose you over competitors. In addition, if your strategy is on point, they will be in the loop of your best sellers, new products, latest discounts, and upselling and cross-selling offers. This can make you their first choice when considering making a purchase, and is bound to increase your sales.
Furthermore, by regularly providing people on your business email list with thought-leadership content, you will increase your credibility and their trust in you, which also affects conversions in a positive way.
In fact, receiving the right email at the right time with the right message can dramatically increase the chances of a person making an impulse purchase.
Building an email list is the foundation of digital marketing success, and, combined with the right strategy, can help you skyrocket your business’s online performance.
Although people’s inboxes are more often than not bombarded with all kinds of unwanted messages, email still remains a primary source of information when it comes to news, purchase decisions, and communication. Obtaining and retaining access to the customer’s inbox provides you with practically limitless possibilities to expose them to your brand message and products, and keep them engaged.
Furthermore, emails provide both users and businesses with a reliable way to keep track of their interactions over long periods of time, and stay connected. In a world of fast communication and fleeting information, this means more than anything.
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