Thought leaders on the Forbes Communication Council, including Abby Salameh, Chief Marketing Officer of CIAS, discussed different ways to craft the best possible email lists to the the right people.
An email list is a convenient way to reach customers who prefer more personal contact with companies, but marketers should be wary of the decline in quality of their list as time goes on. Changing engagement rates or an undefined target audience could mean marketers are no longer reaching the right people with their messaging.
Working with your company’s sales team and sending out bulk emails are just a couple steps that will help you enhance your email list and add the right people to it. Marketers, however, may need other methods to directly solve this issue with their email lists. Below, 11 Forbes Communications Council members offer even more tips on what can be done to improve a company’s email list.
1. Work Directly With Your Sales Team
Work closely with your sales team to study the funnel and align on the best times to layer in critical communications so that conversions increase and open and engagement rates remain strong. We must ensure that every message adds value to the buyer journey and supports the sales team’s efforts, working in tandem with their outreach and relationship building. - Stacy Bliek, Integrity Staffing Solutions
2. Establish Feedback Loops
Establish automatic bilateral feedback loops between your email database and your other channels. If a contact engages via another channel, create a rule to automatically pull them into an email nurture campaign. If a contact engages via email, pull them into other channels. Create a negative feedback loop where unengaged contacts are removed so that the active list is high quality. - Kelly Grover, Acoustic
3. Make Campaigns Or Content Based On Audience
Audience-segmented email campaigns, or behavior-based content for emails, is the way to go. Ensuring you have the correct tagging in your customer relationship management tool and the correct messaging for the various personas will improve the experience for the viewer. - Abby Salameh, CAIS
4. Work On Your Email Hygiene
The best email lists are the ones that are deliverable. What I have seen, especially with business-to-business email lists, is that companies do not have high standards for email hygiene. With the “great resignation” and large-scale company layoffs on the way, I will urge business-to-business and business-to-consumer email marketers to take a look at how this will impact your email deliverability and opt-out rates. - Meg Ugenti, Focus USA
5. Understand What You Need The List For
Good email lists have a purpose. To improve your email list, you need to be clear on what you need this list for. This is key to working toward getting the "right people." Also keep in mind that mailing lists go stale quickly. A quality mailing list requires ongoing nurturing and attention to make sure that all contacts are pertinent and up to date. - Florence Giuly-Davis, PR Paradigm
6. Create A Freebie Flow
I love a good freebie, and setting up an effective “freebie flow” can expand your email list with people interested in your product or service. Once you create whatever it is you're giving away in exchange for an email, be sure to nurture those leads with quality content and send them on a journey that transforms them from consumers into lifelong ambassadors of your brand. - Melissa Kandel, little word studio
7. Recognize Who The Decision-Makers Are
Realize that many buying decisions are by committee. Identify the decision-makers and those who don't make the decision to buy but can block it. Make sure that your message matches the audience. - Katie Horvath, Aunalytics
8. Leverage LinkedIn Sales Navigator
Because marketing and sales are sometimes running in opposite directions, the best approach we have taken is to make it easy for the sales team to contribute to the list. We use LinkedIn Sales Navigator to allow them to create lists and share. They are already in the tool, and they experience the network or ideal customer profile better than marketing does. They live it every day and know the titles and hierarchy of their customers. - Michael Cupps, ActiveOps 9. Send Out Bulk Emails
You may need to start by sending bulk emails and gradually building a list based on engagement. The next step would be to do some research and segment your lists based on the requirements or attributes of the prospects, like company size or product or service requirement. - Lauren Parr, RepuGen
10. Plan Regular Audits
Schedule regular audits of your email list and make sure you're consistent in those audits. Audits should include removing inactive customers, adjusting tags and making sure everyone is organized according to the best content for them. This will help you ensure your message is getting to your target audience, and the task will become less tedious the more you do it. - Victoria Zelefsky, The Menkiti Group
11. Create Attention-Grabbing Content
The key focus of expanding your list must be getting the right people. There are countless futile ways to grow a list that will destroy key performance indicators that matter beyond list size. To effectively grow your list, you must have content that interests the reader—content that answers the "What’s in it for me?" question that we all ask. Finally, promote the available content in appropriate locations. - Anthony Kennedy, ION
This article originally appeared on Forbes website and is part of an expert panel post featuring members of the Forbes Communications Council.