Whenever I meet with a new client, it seems I always get asked the same question:
“Do you have access to lists of email addresses for purchase?”
It never fails. With email marketing as cost-effective as it is, almost all companies are intrigued by the possibility of getting their email out to tens of thousands of potential new customers. And why not? After all, what company hasn’t purchased a “snail mail” list as part of their direct mail efforts?
At first glance, it makes a ton of sense. But a closer look at the nature of email marketing teaches us that, unlike direct mail, the purchase of email lists can do more harm than good.
Quite simply, email is not direct mail.
There are so many reasons why, but it mainly boils down to customer control. With email, your customers expect to be in control of the relationship. They decide whether or not they want receive email from you, what kinds of information to receive, when they’re ready to unsubscribe, even when they’re so annoyed by your emails that they (heaven forbid) click on the “this is spam” button.
Unlike direct mail, customers have come to expect that kind of control. Plain and simple, they don’t want to receive spam from you.
So if you do choose to send out unsolicited email…sure, there may be a few (very few) potential new customers who will be intrigued by what you have to offer and seek further information. But chances are very high that even more recipients will get annoyed by the disturbance and make a beeline for the “this is spam” button.
And if enough people do just that, well, good luck getting your future emails delivered - even to customers who have opted-in to your mailings. Internet Service Providers such as Hotmail, Yahoo, AOL, etc. now think you’re a spammer, and will send your future emails directly to their customers’ “spam” folder.
And besides…how eager would you be to do business with a company that sends you spam?
If you’re bummed about all this, relax. You’re almost guaranteed to get great results from your in-house list, made up of people who have asked to receive information from you. They’re not only willing to receive your emails, they’re often excited to hear from you!
So if we’re all “stuck” with the email addresses (from QUALIFIED potential customers!) in our in-house list, what’s the best way to grow that list?
The #1 best way to grow an EFFECTIVE email list is to ask customers for their email addresses! This can be done online on a company’s web site OR any time a company interacts with a customer.
- Online, we recommend that you add a signup box to EVERY page of the site, encouraging visitors to sign up for special offers, incentives, news, etc. (For a nice example of this strategy, check out bedbathandbeyond.com, and look near the bottom of every page on the left side) Don’t ask for more than an email address here. When your web site visitor clicks “submit”, you can ask for more customer information on the next page.
- In person or on the phone, salespeople or customer service people need to ask customers for their email address (and VERIFY it with the customer each time they speak thereafter). Tell customers that you will use the address to send them special offers and news that will be relevant to them - and that you PROMISE not to share it with others. Most customers these days will be willing to cooperate. Some of my clients have even been successful in actually calling the prospects on their lists and asking for email addresses. Hey, it’s worth a shot!
No, email is not direct mail. The rules may be different…but the benefits are huge. Email is a low cost, completely measurable, almost instantaneous marketing channel. Adjust your thinking a bit…and the results will pay off!
Tags: email marketing, homebuilding, internet marketing, real estate, spam
