Which came first – customers or their e-mail addresses?

When it comes to direct marketing, many clients face a chicken-egg dilemma: New customers might materialize if you have their contact information, but if you have their information, they may already be customers, or close to it. This is why companies sell or rent lists for a pretty penny. But evidence suggests, and logic would assume, that house lists – the e-mail and address databases that companies grow by collecting information from customers and potential customers – are far more effective than rented lists.

Marketers who face this conundrum often only collect e-mail addresses sporadically from current customers or at trade shows and conferences. While it’s important for a company to communicate with its current customers and associates, most direct campaigns aim, at least in part, to acquire new customers and potential customers – and renting or buying a list isn’t always in the budget. So how can you grow your house e-mail list organically to reach a wider audience?

First, you can’t expect people to provide their contact information unless they have a place to do it easily and quickly. Put a button, link or URL in every place that potential customers might seek information or otherwise come in contact with your company – website home pages, landing pages and contact us pages; ads; trade show booths; PR placements such as bylined articles; social media account pages; and basically anywhere you promote your company.

Besides offering ample opportunity, you’ve got to make the process as easy as possible. In other words, a one-click, single-field name/e-mail request form is ideal. Request much more than that and you may lose them.

Last, but certainly not least, you’ve got to give them a reason to give you their e-mail addresses. There are numerous reasons prospects might be inclined to share their contact information. Here are a few of the most motivating:

• E-newsletters. But not just any newsletter – your content has to be something that people actually want to receive. What’s in it for them? Will it make them privy to important information that those who don’t receive the newsletter won’t get? Will they get special offers, discounts and other perks? Are your articles the latest and greatest sources of information in your industry? Do they simply entertain and make recipients smile? Find out what current subscribers love about your newsletter, or what they would like to see in it, and then advertise these benefits in your “Subscribe” link/button text. For example: “Want access to new products and sales before anyone else? Subscribe to our e-newsletter here.”
• White paper, survey and technical paper downloads. They say knowledge is power. They’re right. If you have valuable information, chances are, people will share their e-mail addresses to get it. What’s more, save for copywriters and marketing professionals who scour the Internet on research quests, most of the people who stumble across your company’s content are probably decent leads – particularly if you are in a niche b-to-b industry. People don’t typically read technical reports on industrial “fill in the obscure machine part here” for fun, so as a b-to-b marketer, chances are, those who download your content and give you their information are qualified business decision-makers, likely looking to make a purchase eventually.
• Contests. People love free things – from the smallest chotchkies to all-expenses-paid vacations. Promote contests by posting something on your site, advertising them at or before a trade show or conference, or using social media to get the word out.
• Discounts and “V.I.P.” status. Offering discounts, new product news and general V.I.P. perks to those who share their e-mail addresses is a good way to dangle the carrot in front of people’s faces. To see evidence of the solid, enduring success of this tactic, one need only observe the popularity and variety of “loyalty card” programs that offer patrons perks and discounts on everything from grocery store to gas station purchases.

Building high-quality, organized house e-mail lists takes time and dedication. Like anything else, the amount of thought and effort put into obtaining targeted e-mail contacts will directly affect the success of subsequent e-mail campaigns.

For information on how The Simons Group can help your company with its e-communications efforts, contact Lee Zoldan at lzoldan@thesimonsgroup.com.

The Simons Group 303 E. Wacker Drive, Suite 1109, Chicago, IL  60601     Phone: 312/252-8900   Fax: 312/252-8909