Your Email List is One of Your Most Valuable Assets

The Audience is Targeted and Loyal

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Email marketing is good for business growth – when done properly. One of the best parts about email marketing is that it keeps you in regular contact with customers. It keeps you fresh in their minds. That is why your list is so important.

"Building your list is even more important in a tough economic environment," writes Gail Goodman of Entrepreneur.com. "Your list is your pre-qualified target audience. They know you and your products and services, and they’ve bought from you in the past."

"They’re an easier sell and a source of referrals, she adds. "That’s why email marketing is still the most effective tool in your marketing mix. For fractions of a penny per person, you can stay in touch with your best customers. So when they’re ready to buy — even in a down economy — they’ll think of your business first."

Last summer, it was noted that social networking was significantly impacting emailmarketing efforts. Eventually, a study found that social networks had actually become more popular than email. That is why it can pay to integrate your social media marketing with your email marketing.

Steve Adams of Campaigner"In order to increase sales, small businesses want to keep existing customers while creating more sales ops – email helps small businesses doing that," Steve Adams, VP of Marketing with email marketing company Campaigner told me in a recent interview for SmallBuzinessNewz.

"Although social media marketing is becoming more and more popular, recent studies are finding that people still like and want to receive emails," he said. "For example a study by Epsilon and ROI Research entitled “Beyond the Click: The Indirect Value of Email” found that 84 percent of recipients liked receiving email from companies with whom they’ve subscribed to their e-newsletters. Another stat to note is from an Aberdeen report, which states that email marketing is ranked the number one recessionary marketing tool. Although there are other marketing techniques gaining popularity, email marketing is here to stay, especially for small businesses."


Track you campaigns. A recent study from eROI showed that 18% of email marketers in the US were not tracking their campaigns. Things that should be tracked include delivery rate, open rate, click-through rate, unsubscribe rate, and conversion rate. More on this here.

Not Tracking Campaigns - eROI

Consider spam filters. Spam filters are a hurdle all email marketers have to clear, and this even includes legitimate ones. Just because you are a legitimate email marketer, this does not mean you will make it through the filters your audience and their service providers have set up. For some specific tips on dealing with this, refer to my SBN article from last year.

Pay special attention to subject lines and from lines. These things are critical to your open rate. A clear and familiar from line is important simply for the trust factor. People want to know who they are getting mail from before they open it. The subject line is where it gets a little trickier. You have to create subject lines that make people care enough to open it. More on subject lines.

Provide quality content. Keep your content interesting and relevant to your audience. Think about why they would have signed up to receive messages from you in the first place.

Consider the timing of messages. Timing can be a factor in a successful campaign. Not only marketing based on events or holidays, but also the time of day. If you are targeting an audience in the UK, for example, but you are sending from the US, you need to take time zones into consideration, and depending on who you are hoping to reach, try to get your messages sent at the right time of day. Are you hoping to catch people at the office? Get your messages out early. Are you hoping to get them after work? Maybe later is fine.

It doesn’t end with these tips. There are tons of tools and applications that can help you optimize your email marketing campaigns. A lot of it requires you to use your head though. Get to know your audience, and try to judge what will keep them engaged.

Your Email List is One of Your Most Valuable Assets
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  • http://www.bellajewelz.com Bella

    I take into consideration the date but not the time of day. I will vary that and see if the response rate changes.

  • http://asmarketing.wordpress.com Top Keyword Search

    Just happy to obtain a list of clients. Once in a blue moon we will blast out a series of info to our clients on a subject like home improvement. Gets some quick sales and collect more.

  • http://www.webuyanycar.com Jeremy Herbert

    Has anyone had any notable success with creating dual newsletter creatives targeting gender?

    The comments about subject line quality are very important – from experience, a killer subject line can add in excess of 5% to your open rates which for a big list is a huge number of indivudals.

  • http://www.aks2008blog.co.cc Aswani

    Great post. Email Marketing is certainly one of the key components of internet marketing. Eventhough social media marketing is on rise, I don’t see it affecting email marketing much. Its left to companies in the end to realize the importance of email marketing and use it for their growth.

  • http://www.playingcardsandmore.com Tom

    Thanks for the information regarding spam filters, it helped a bunch!

  • http://www.onlinecasinoreal.com/ real

    However, you should plan your email marketing with care to make it relevant and interesting to recipients. You also need to be aware that you must always obtain their consent before sending them marketing emails.

  • http://www.signature.gb.com Web Marketing Team

    Following up on Chris’ post, a comment on ‘ Targeted email marketing still rocks!’ takes a closer look at ‘broadcast email marketing’ . Curious? Click: http://www.signature.gb.com/blog/2007/11/targeted-email-marketing-still-rocks.html

  • http://www.yourtrustedtradesmen.com Local Tradesmen

    Would be lost without my contacts list which totals sum 5000+ names.
    I regulary send out news letters with promotions I might be doing.
    And usally get a good response, as for spam filters I ask my contacts to add me to their safe senders lists and most are happy to do that.


  • http://www.federal-prison.org Jon – prison survival guide writer

    Timing & subject lines is quite important, i have realised this by sending emails to same peoples changing subject lines and timing.

  • http://www.controldatainc.com Collection

    I see e-mail working less and less. Personally I am over loaded with spams and junk e-mail. The next big wave of junk and scams are e-mails coming from over seas. If the e-mail starts with “Greeting” or “Good Day” I trash it.


  • http://www.pomdesign.com/ Luke

    Great post, I totally agree that email still plays an important role in our daily lives, making sure your target audience is not fogged into a cheap layout, consider good template = success

  • http://www.playingcardsandmore.com Tom

    I have had considerable success with email marketing. I send roubghly one email blast per month and my open and click through rates are improving. Dealing with the Subject Line has been the greatest challenge, so thanks for referencing that in your article.

  • http://www.consumerbase.com/page/Data-Cards---Collectibles-and-Gifts/ Sara Kmiecik

    Great post. All of those elements are extremely important to a successful email list campaign, especially the subject and from lines.

  • http://www.elottery-syndicate.net eLottery Syndicate

    Great article guys. Remember to track your delivery rate and click-through rate :)

  • http://www.expertwebworld.com/ Expert Web World

    can i know how to use the email list in cpanel

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