Contacting customers by email is a proven marketing channel, but success lies with quality, not just quantity. Although WRM-Media have over 30 million email addresses, we segment our email data in to targeted demographics so that you can be selective about who you contact. A large list of uninterested recipients is much less useful in comparison to a smaller data list of consumers who have given their permission to receive such material and are specifically interested in your product or services.
At every given point of consumer contact, you should be requesting permission for marketing purposes. Every point of sale should include your unique selling point to explain why your customer should sign up to receive your email newsletter or campaign.
There should be a ‘Subscribe’ button on your homepage at the very least, if not on every relevant page on your website. Give consumers every option to receive your emails; if they are on your website, there is a strong likelihood that they are interested in other channels of communication too.
However, the sign up process should be as brief as possible. A customer might decide that they don’t mind receiving emails from you and is willing to provide you with their email address, but once the subscription process begins to take longer than a minute or so, you will experience a much higher drop off rate as consumers lose interest. One or two questions to clarify their interests will show that you want to provide them with relevant information and therefore shouldn’t be a problem.
Finally, offering an incentive is a very successful method of increasing email sign ups. If you are able to offer something for free/discounted, you are much more likely to increase the volume of your email database. Bear in mind however, that the incentive should relate to your products/services or you will attract consumers who have no interest in purchasing from you in the future.
