Why Your Data Isn’t Good EnoughJames Cox
The value of email marketing isn’t lost on you. You’ve spent years building your own database between promotions, sales, giveaways, surveys and other creative ways in order to build a list of thousands upon thousands of addresses. Every week you send something out to your list and you see opens, clicks and even some conversions. That’s great and it’s an effective form of marketing.
Even with a list of millions, there are still going to be some issues that need to be resolved including:
- Expanding your data
- Increasing interaction
- Improving content
So what’s the solution?
Let’s start with expanding your email marketing data. It’s not just a matter of cost; it’s also a matter of time. Where can you get a list of an extra 100,000 addresses of people who would be interested in your product or service, in a short period of time, without having to spend tens of thousands of dollars to acquire it? That’s where utilizing permission based email lists is the way to go. Not only are they affordable but the data has been collected over the years and maintained to ensure the best quality. Add to that the fact that you are able to select based on location, gender, interest, income and more, and you are able to put your creative directly in front of the people you want to see it.
Increasing interaction and engagement is another challenge company’s face. You have to be informative but you also have to give them something that they will want to respond to. For example, if you are having a Labor Day Car Sale and you want to reach 100,000 people in your area via email marketing, you may consider giving them motivation to open the message whether it’s about a big offer you are making or even a giveaway.
Content is so important, in some cases even more important than who receives it. While businesses are so worried about reaching the right people, they forget that the content people see needs to encourage them to interact and eventually make a purchase. Color, images used, text, location of everything, even the font can make an impact in someone’s decision to engage. Add to that the fact that you have to make sure everything looks great on desktop as well as mobile and you can understand why it’s so important.
Expanding your data is something every business needs to be actively doing. It’s the best way to get customers coming back and encourage new ones to give you a look. However, if you are having a big promotional sale or need a quick bump in traffic, there is no better or more cost-effective way to do it than with permission based email marketing.