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building your recipients

Our Guide to Email Marketing Mastery: Building your Recipients

Building Your Recipients
1. Gain sign-ups
2. Avoid the bad list
3. Set delivery expectations
Email marketing should be an integral part of any digital marketing strategy. According to Campaign Monitor, ‘Email marketing generates an average of $38 in ROI and marketers are 6x more likely to get someone to click through to their websites from an email than from a tweet.’ We created our guide to Email Marketing Mastery to give you a better grasp of the finer details and help you tap into your business’s true potential…

In part one of this series of articles, we gave you an idea of the sort of thing that you should do before you begin your email marketing efforts, outlined why it’s still a relevant form of digital marketing and explained the legalities surrounding it. In this article we want to give you a good idea of the best practices for building your recipients.

No matter how hard your efforts, you aren’t going to get a positive response if you haven’t invested in building a healthy database of recipients. The best way to do this is to get people to sign up manually – that way they know who you are, what you offer and to some extent have a relationship with your brand before they receive your emails. However, if you decide to buy or rent a mailing list, legally you need to check with the supplier to ensure you have the right to use it for email marketing. This is especially important in this day and age of GDPR and PR nightmares.

Gaining sign-ups

One of the simplest ways to grow your email list is on your website. If you have great blog content, include a link to sign-ups alongside the author. Use links to offers and giveaways that require sign-ups to take advantage of web hits, or create a free resource or tool such as an e-book. You can then promote these through your social channels, alongside other offers that require an email address submission. Create a call to action button for sign-ups at the top of your Facebook page or in messages within, or titles of, your YouTube content. Promote the posts, so that they reach a new part of your audience too, so you’re not just targeting people that may already have signed up. Using Facebook’s ads manager, you could even track who’s been on the website, so you can target them too.

Avoiding the bad list

Most renowned email providers work very hard to ensure your emails aren’t blocked by ISPs but to safeguard your content from spam filters and guarantee that you end up in the recipient’s inbox you need to get yourself on the good list. This essentially means that you want your customers to add you to their address book. Include a reminder at the top of each email, especially in the initial follow-up email, asking them to do this. Using advanced merge tags on Mailchimp to address your content specifically to the recipient, e.g. “Hello *|FNAME|*, is also a good measure to take and also adds to the personal aspect of your delivery, but this requires you already having first names on your database – so you may want to consider making names a mandatory section of your sign-up forms.

Set delivery expectations for recipients

As you build your recipient list you need to set expectations for the frequency of emails that you will be sending and to retain subscribers, you need to stick to these. For example, if your subscribers are told that they are signing up for a monthly newsletter but instead send weekly marketing on your offers, you risk disengaging and even annoying them.

That’s all for part 2 of our Guide to Email Marketing Mastery – check out part 3 “Constructing your Email”

Edited by Olivia Newman – 30/10/19.

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