2014年6月4日 星期三

4 steps to build up Permission Based Email List


Permission Based Email List is a must of successful email marketing. Permission is necessary to be obtained before sending eDM or you will get no return back and even pay for the cost of improper email marketing. Never purchase or rent email list from third party and just spam email users without their permission. Lower than 0.1% of deals can be closed from unauthorized email list. Hence, investing in unauthorized email list is definitely wasting your budget. Let’s build up permission based email list in 4 steps.

 1. Sign up Form 


An online sign up form can help you gain the permission from users easily. Rather than only capturing email address, provide more options for users’ subscription status. For example, let users choose what they would like to receive from you. Products updates? Events updates? Deals? Just let users choose during subscribing and you can send more relevant email to them. This definitely boosts readers’ engagement as well as loyalty. 

 2. Attend events & seminars 


By attending different business events and seminars, you will be able to reach various potential customers. You will collect lots of business card during the events and seminars. Yet, a confirmation email is required to be sent to those potential customers in order to get the formal permission. 

 3. Double opt-in 


After users subscribe your eDM, you can reconfirm if they wish to hear from you and if the email addresses are valid. Sounds stupid to make it harder for users to subscribe? I can tell you absolutely not. It’s smart to request double opt-in from users. By sending reconfirmation email to users, you can restate the frequency and the content of eDM that users can expect from you. This reduces the number of unsubscribe and report SPAM. 

The most important return is that the users from double opt-in list are more engaged than the users from single opt-in list. Open rate of reconfirmed email list (~30%) is 70% higher than that of single opt-in list (~16%) while the click rate of double opt-in list (>6%) is 100% higher than that of single opt-in list (3%). Apart from uses’ engagement, hard bounce rate of double opt-in list is just around 1% while that of single opt-in list is over 1.8%. Soft bounce rate of double opt-in list (~0.8%) is also lower than that of single opt-in list (1.1%) for 25%. You will also get 7% lower of unsubscription rate from double op-in list (0.33%), which is quite encouraging. 

 4. Regular reconfirmation email 


Sending reconfirmation email to your email list regularly is also a good habit to keep you updated of users’ preference. Moreover, 30% of email addresses change every year. You can keep your email list clean by removing stale email once reconfirmation email identifies invalid email. 


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