EMAIL MARKETING - CONTACT LIST

HOW TO BUILD THE RIGHT LIST

Won't you be one of those who only care about page views or having a lot of fans on social networks, without engaging in building a, much more important, email list of contacts?

A well-made email list is still a very powerful marketing tool.

But well done what it means?

Well done means that the information you have, i.e. the email addresses in the list, was obtained with the consent of the people and therefore completely voluntary.

It is very important that people get you give consent to the use of their data, including email.

You have certainly happened to find communications in your inbox that come from complete strangers. Irritating right? How did they get your email address? In this case, communication starts already on the wrong foot and you risk going through spammer.

Let's not consider the fact that we are very wary of considering any kind of offer from a stranger.

The rule therefore is (or should be):

Do not send emails without first receiving the recipient's consent

Creating your own email list is essential for a company because it allows you to establish a very personal communication with a potential customer.

The posts on social media scroll quickly, an email remains in the inbox of our contact until he decides to read or delete it.

The question that many are therefore asking is:

I buy an email list and start sending (spamming) messages to everyone without distinction or do I send newsletters only to those who are interested and have expressly given their consent to receive my communications?

Many would obviously choose the first option, which is simpler and more immediate. But what are the risks?

• Users especially in Italy hate spam so what you risk is damaging the image of your company. Furthermore, if the user reports your email as spam, you also risk ending up in the spam blacklist
• Spam could become serious business. Providers like Gmail and Hotmail use powerful spam filters (perhaps too much) and in the most extreme cases these systems could even block your account. For this reason it is very important to send newsletters to those who have expressly asked to receive them, especially to have a higher opening rate and therefore a higher ROI. Buying contact lists and spending money on spam is not a good idea.
• Using a well-built list improves recipient participation. Those who signed up spontaneously are more likely to read the emails you send.

The creation of an email list is an operation that must certainly be included in a long-term corporate marketing strategy, considering the fact that a good percentage of addresses are, over time, lost due to unsubscriptions or inactive users.

For this it is good to always keep a clean database with active addresses. In the event that you decide to use external lists purchased or of dubious origin, remember that:

• • Using these lists increases the risk of spam reports with consequent repercussions on your sending servers (SMPT server)
  • The value of a list is not in the number of contacts, at least not only, but above all in the rate of opening, clicks and conversion
  • Stress on the list. If these email archives are used too much with too frequent sending, there is a risk of unsubscribing recipients.

Discover our newsletter service here and also read the article on newsletters here