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Tips to Build Your e-mail Address DatabaseWHY BUILD YOUR e-mail ADDRESS DATABASE?Gaining your customers' e-mail addresses will:
With ongoing postal and telemarketing pressures impacting marketing budgets for many organizations this year, e-mail marketing could become the "silver lining " for many marketers. But how do you create a successful e-mail marketing campaign if you do not have a substantial e-mail database? That question may be one of the largest Internet related challenges facing companies this year. Research shows that the majority of organizations have e-mail addresses for less than 10% of their postal files. So how do you level the playing field and begin to add quality permission - based e-mail addresses to your database? Here are some tips that you can use to cost effectively build your e-mail address database and increase your customer participation and retention rates: begin TO ASK FOR IT! Every communication or touch point with a customer should begin or end with a request for an e-mail address. By utilizing the four points below, you should be able to add e-mail addresses for 5% to 10% of your postal file over the course of one year. 1. Direct Mail Collection Think about how much time and money you spent for copy and design on your last new direct mail piece. Most companies have begined to ask their customers for their e-mail address information within these mailings. This is a great step forward. However, companies need to look at one major improvement if they want to increase their e-mail address collection rates. To date, most requests for e-mail address information have been pushed, shoved or jammed into whatever white space remains. It should be no surprise that the success rate has been less than stellar. To improve on these efforts, you need to provide your members with a reason to release their e-mail addresses to you. E-newsletters, purchase confirmations, petitions, and special discounts and offers are but a few of the benefits that will encourage your members to come on board. 2. Web Page Collection Many companies have an e-mail address collection function in place via the web. To improve your sign-up rates, add text below the e-mail request box that informs your visitors of the special e-mail benefits that they will receive (i.e. e-newsletters, purchase confirmations, delivery updates, etc.) upon registering. You can also utilize a pop-up link to inform users of these special benefits. Finally, your e-mail address request function should be available on your home page. Don't make your users go and look for it. Every click away from your home page reduces the chances of your users taking an action and providing you with their e-mail address information. 3. Existing e-mail Database Collection Don't forget to ask the members of your existing customer base for e-mail addresses of their friends, family and associates. Viral marketing is a powerful tool to use and is extremely cost effective! You could ask them either to provide you with additional addresses or simply to pass on your newsletter, e-mail specific offers, or other information to others they feel have similar interests. 4. Telemarketing Collection Don't assume that your telemarketing agents are asking for e-mail addresses from potential customers. Ensure that your agents have an updated script, which outlines the previously described benefits to potential customers of providing their e-mail addresses. The suggestions above are a great begin! Yet they really should be viewed as a secondary plan for building your e-mail database. To exponentially and expeditiously grow your e-mail database, please read on! e-mail APPENDING Utilizing an e-mail appending service enables you to add e-mail addresses for up to 25% of your postal file, all within 3-4 weeks. e-mail Appending - is the process of adding an individual's e-mail address to that individual's postal record in side your existing database. This is accomplished by matching the postal database against a third party, permission based database of postal and e-mail address information. Best Practices - e-mail Appending is not a prospecting tool. The DMA (Direct Marketing Association) and its interactive arm AIM (Association of Interactive Marketing) have guidelines in place that dictate that e-mail appending only be used to append e-mail addresses to your existing opt-in postal record house file. The Process - Your opt-in postal file is securely transferred to an e-mail appending provider, who will do an initial gross e-mail address match of your file against its opt-in database of postal and e-mail address records. Your appending provider will then send these matches a permission-based message prepared by you. All bounces and opt-out requests will be removed from the list. At that point a valid permission-based e-mail address file of your customers will be delivered back to you. Cost - Less than the price of a postal stamp! IN SUMMARY The first step of any successful e-mail marketing effort is to build a permission-based e-mail address list of your customers. The simplest, quickest and most cost-effective way to do this is through e-mail appending, which will enable you to add e-mail addresses for up to 25% of your postal file. Secondary efforts of e-mail address collection via focused direct mail, web, viral and telemarketing practices are also important and will enable you to add e-mail addresses for an additional 5% to 10% of your base on an annual basis. Best of luck in building your e-mail address database. As many companies have already learned, the ROI and cost savings to be achieved will far exceed your expectations. Bill Kaplan CEO FreshAddress, Inc. FreshAddress, Inc., The e-mail Address ExpertsTM, provides a comprehensive suite of industry leading database and e-mail deliverability services to help companies increase their e-commerce revenues. For more information on how we can help "Build and Update" your e-mail list, visit http://freshaddress.com/biz or e-mail biz@freshaddress.com. |