But how do you build an audience of people to send emails to as part of your internet marketing efforts in the first place? There are a few ways, and all of them have to do with treating your customers right, taking into consideration marketing best practices.
- Many email marketing companies have a strict, permission-based policy when it comes to email addresses, which means that sending to purchased lists is prohibited. Instead, concentrate on encouraging folks to opt in to receiving messages from you by using lead magnets. You could offer a discount on your customers’ first orders when they sign up for your email list via a custom signup form. Or maybe you can offer new subscribers free shipping on their next order—or give them a chance to win a prize when they join your list. Here are some more tips to help you build an email list.
Be aware of national (and international) email regulations.
- Make sure you adhere to any legal requirements and applicable laws in your area when sending automated emails, like the CAN-SPAM Act in the United States, the Canadian Anti-Spam Law (CASL), or the General Data Protection Regulation (GDPR) in the European Union for the treatment of personal information. The regulations are based on both your location and the location of your subscribers, and it’s your responsibility to know which laws apply to you. Here’s more advice on avoiding email spam filters.
Use email to have a conversation with your customers.
- Email is a great marketing tool, but it can help your business in other ways, too. Consider taking the occasional break from your regular marketing content to send out surveys, tell your customers how much you appreciate them after buying from you, following up after an abandoned cart, or just say hello. Not only does it give your audience a chance to provide you with valuable feedback, but it also allows them to get more insight into the person behind the business.
Only send when you really need to.
- Once someone has trusted you with their email address, don’t abuse that trust. Flooding your audience’s inbox with superfluous emails will cause them to lose interest or unsubscribe entirely. Focus on sending them relevant, engaging messages about the stuff they like, and they’ll be loyal for a long time to come.