Everything You Need To Know About Building An Email List
Most marketers rightfully believe that email marketing remains not only a relevant but a key channel in reaching out to eCommerce clientele. This is why building an email list should be a top priority for eCommerce marketers.
Building a strong email list with potential customers is one of the more important tasks while promoting an eCommerce store and crafting an eCommerce marketing strategy.
It is advisable to have multiple ways of collecting data which not only makes your email list exhaustive but helps in segmenting your subscribers and clientele for a more effective email marketing campaign.
The most effective way of creating a successful email campaign is to use targeted email marketing. To do this, you need to have a verified, authentic email list that allows you to categorize your audience in logical segments.
What Is An Email List?
An email list, as the name suggests, is a list of email addresses that you have permission to send emails and email marketing campaigns to. Users may subscribe to email lists for following and more reasons:
- New Product Notifications
- Offers & Discounts on products they like
- Discount Codes
- Newsletters/updates about the company
Email List Best Practices
Before we venture into the methods by which you can gather data for your email list, it is important to establish three best practices to keep in mind while building an email list:
- Quality: The information in your email list should be genuine and authentic. As far as possible, do not purchase an email list
- Relevance: Your email list should consist of people who have either consented to receive emails from you, or those you know would be genuinely interested in purchasing your products
- Quantity: After the first two criteria are met, you can focus on growing the numbers on your list and building an exhaustive list of authentic email addresses
How To Build An Email List The Right Way
Your eCommerce store or website is an important online property that belongs to you and is under your direct control.
It is the single most crucial asset which can give you maximum insights into your existing and potential customers — who they are, their preferences, habits, purchase behavior, etc.
When someone makes a purchase on your eCommerce store, they are far more likely to provide you with their email addresses, thus giving you the perfect platform for collecting authentic data.
The only foreseeable struggle with building an email list through your website data is the apprehension of a visitor to share their email address.
Additionally, it is even more difficult to collect email addresses of those who have visited your eCommerce store but not made a purchase. The main objective of email lists is to target this demographic.
We explore some ways in which you can convince them to share their email address with you.
1. Display Website Pop-Ups
While pop-ups have earned a bad name for coming across as annoying and hampering show that pop-ups have the potential of delivering an eCommerce user experience, statistics 11% conversion rate when done right.
Pop-ups are a great tool for collecting email addresses from users who have visited your eCommerce store but are navigating towards the ‘back’ or ‘close’ button, thus leaving you with not much scope of interaction.
Context is key here. By offering customers something that appeals to them in terms of exclusive offers in lieu of their email address is an effective way of collecting email addresses helping you build your email list.
Exit-intent pop-up or simply exit pop-ups appear when a visitor is navigating off the page moving towards the back or close button. On desktops, it is triggered when the mouse is moving towards the back button and on a mobile phone, when the visitor clicks on the back button.
There are targeting options available where you can disable the pop-ups for those who have earlier purchased from your store or whose information is already on your email list. This helps in only collecting data from new customers, leading to a valuable addition to your email list.
Discounts or freebies are powerful tools for engaging customers however you might end up with a lot of email addresses that may not be relevant.
To overcome this, you can follow the example of and offer a gift with purchase on subscribing to emails.
2. Include Email Sign-Up Form
Read more here.
Originally published at https://get.store on January 28, 2020.
