Want Email Solutions? Only Email People Who Want to Hear From You

Want Email Solutions? Only Email People Who Want to Hear From You

It might be 2012 but there are still marketers emailing like it’s 1999.

Yes, the quantity over quality approach to building in-house email lists is still going strong. I know, because I am perusing the emails in my inbox and I see plenty from companies who added my name to their list without asking. These are companies I purchased from as a consumer, or downloaded a whitepaper from as an email marketing consultant. In either case, they are not companies I wanted to hear from again.

By adding my name—and countless others—to their list without outright permission to do so, they are building a list focused on quantity. That kind of list will generally perform worse than a list focused on quality. Wholesale list building is hardly one of your best email solutions!

You want responses? You send email to people who said, “I want to hear from you.”

Remember: A quality list trumps a quantity list every time. Unless, of course, you’re giving away a million dollars to anyone who responds. That would get you an off-the-charts response rate, for sure! But it also might bankrupt your company.

If you want the best email solution for list building, don’t think you have to wait for people to come to you. You only need offer people the option when they are doing a transaction with you (as opposed to default adding everyone to your list). If out of every 10 people who download your whitepaper, only one subscribes to your emails, that is one person who wants to hear from you…versus nine who don’t. To whom would you rather be marketing?

Offer an email signup as part of your checkout or registration process but do not automatically opt people into your list simply because of an interaction.

Seek out and find the people who want to be on your list. They are the ones who will respond. And they are alive and well in 2012!

About Marco Marini

Marco Marini has been at the forefront of email marketing since its inception as a channel. Prior to co-founding ClickMail, Marco developed pioneering email campaigns for CyberSource, eHealthInsurance, DoveBid and IBM Canada while holding key marketing roles in those organizations. Through his experience on both sides of the email marketing table--client and agency--Marco has developed significant expertise in using email to its full potential to generate substantial return on investment for marketers, management and investors. As CEO at ClickMail, Marco’s main focus is defining the company’s strategy. However, he also spends time advising clients on how to leverage enterprise-level ESP technology as a primary engine for business growth. His expertise in every aspect of email enables Marco to guide clients and ClickMail’s internal teams to develop sophisticated campaigns that employ best-in-class strategies, overcome technical hurdles, and meet business objectives. Marco was born in Canada and grew up in Italy. He and his wife are the parents of four children. He is active in the Silicon Valley Italian Executives Council and is on the Northern California board of Stop Hunger Now.

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