Building
an email list is time-consuming, because the goal is to motivate as
many qualified and relevant users as possible to subscribe to a list,
while at the same time weeding out content seekers and members who are
not part of the target group.
In contrast to social ads, which
are presented to a more or less segmented target group using the push
approach, e-mail lists work according to the pull principle. List
members want to consume your content consciously and find solutions to
problems, which increases the chance of sales conversions.
However,
purchased lists, free content seekers and curious competitors dilute
the conversion potential of your lists. We'll show you some ways to turn
your mailing lists into a pool of relevant prospects.
8 tips on how to build your qualified mailing list
1. Big players as anchors
Especially
at the beginning of a mailing campaign, it is difficult to draw the
attention of subscribers to your content. For this reason, established
industry-relevant companies can help you with this.
If you use
well-known automation tools, industry software or other programs known
to the target group, you can, for example, create a case study on the
software or a field report.
Since customer reviews are extremely
valuable for the credibility of companies, there is a good chance that
the company will publish your content and thus draw attention to you.
2. Sign Up Forms
In
order for users to subscribe to your mailing lists, you should position
sign-up forms in a clearly visible position on your website. While
landing pages are the least used sign-up variant, they have the highest
conversion rate (23%) . The much-used pop-ups, on the other hand, only
motivate 3% to convert.
A/B testing of the forms will help you find out what appeals to the target group.
3. Gated Content
In
order to filter out unqualified leads and users who are far from the
target group when signing up, it is worth offering targeted content as
gated content. Around 80% of the content of B2B companies is gated
content . The content should be precisely tailored to the needs and
problems of the desired target group.
Whether it's e-books, white
papers or case studies - invest enough time in the creation of a
qualitative in-depth piece of content. In addition to gated content,
discount campaigns and trials can motivate users to join a list,
especially in the B2C area.
4. The data query
Think in advance
which user data is relevant to you. The query of data on the location
(regional offers), the size of the company (SME or brand) or the topic
interests help you to segment mailing lists in order to display content
that is as personalized as possible.
5. CTAs
In order to
maximize the reach of all your digital communication channels (blog,
product pages, social media, etc.), you should place activating CTAs on
your sign-up form on them.
6. List segmentation
Depending on
the purchase history, personal preferences, company size, etc.,
different content makes sense for different list members. Segmented
mailings not only increase the opening and CTA rate, but also ensure an
increase in sales of up to 760% .
7. Word of Mouth
92% of
customers trust recommendations from people they know. For this reason,
you should motivate existing customers to recommend your company, your
services or products to family and friends.
The same applies
here: create added value for your customers. 88% of existing customers
are willing to recommend companies if they receive some kind of
incentive in return. Discounts, upgrades, bonus points or gifts not only
motivate recommendations, but generally strengthen your customer
loyalty.
8. Measure and update
Many companies have infinitely
long mailing lists and hardly generate any conversions with them.
Because of this, you should track and analyze your list performance. You
can then re-segment or remove inactive members from the list if
necessary.
Conclusion
As your mailing list grows, you should
make sure to send your contacts regular email campaigns with relevant
and, above all, value-generating content.
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