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Building an Email List
Effective email lists are not built in a day. There are no shortcuts! List building takes time and it requires integration with all of your marketing activities, online and offline. As you acquire permission-based email addresses, they should ideally flow into a central repository that forms the foundation for your email marketing.

Acquiring data is only one aspect of building a productive email list.  You also need to keep it current by honoring opt-outs, updating changes, and removing undeliverables.  List cleansing is an important component of list building.


Let the experts here at EXM Marketing help you grow and maintain your own in-house email list. EXM Marketing can provide the integration tools to acquire and manage all of your email contact information.
Email lists can be grown in various ways, but they should all start at each and every significant touch point with your customers. The following are some common methods of acquiring email contact information:
  1. Offer an email signup on your website for your newsletter, white paper, trade updates, or any valued content.
  2. Rent an email list: Append email addresses to your list of mailing addresses with the help of a third party service provider.
  3. Co-registration: Allow customers to opt in via partner's web site.
  4. Cross Promotions: Combine efforts with other divisions or partners to drive additional opt-ins.
  5. Viral Marketing: Encourage your existing subscribers to share your message with their friends and co-workers.
  6. Email change of Address: Keep your email list up to date as customers change ISP's or employers.
Direct Marketing: Make sure to include your email registration Web Page URL on all of your traditional direct marketing campaigns. Do the
  1. same for TV and Print advertising.
  2. Point of Sale: Capture email addresses via a sign up form at cash registers and at other visible locations in your stores.
  3. Customer service representatives: Have your salespeople and customer service representatives ask for email addresses in the course of customer communications.
Product Registration: Ask for email addresses on your standard product registration mail in card or web pages.

Your in-house email list is a valuable asset that will help you increase the effectiveness of your communications and improve your overall return on investment. With a robust email list, you can achieve the promise of email marketing - lower cost, speed, and high response rates. But you must carefully cultivate and nurture that email list.

Call us today at 630-897-6448 to get more information about how EXM Marketing can help you build your own in-house email list.

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Gather Opt-in Email Address on your Website:
Potential email recipients visit your web site daily. They may find your web site address through a search engine, link to it from another web site or type in a URL they have discovered in your marketing materials. The method by which they arrive at your website is less important, however, than the fact that they are there. They have come to your website because they believe your company has something to offer them.  Provide an incentive for those visitors to provide you their email address, such as newsletters, preorder announcements, promotions, ring tones, or any other valued content.

Email Appends:
One of the biggest challenges facing marketers is identifying a high-response audience. The good news is that you already have a receptive audience - your existing customers. The bad news is that you may not have an email address for each customer. Trying to collect email addresses manually via direct mail or customer service representative calls can be costly and time consuming.  A more efficient way to retrieve those emails is to use what’s called, “Email Appending”.

So, how does email appending work? You simply provide a service provider (like EXM Marketing) your list of postal mailing addresses. Your list will be matched by name and mailing address to EXM Marketing’s extensive database of consumers and businesses.  When a match is found, the email address is added, or “appended” to the customer’s record.  Industry match rates range anywhere from 5% to 40% (beware of providers who claim higher rates).

Co-Registration:
Co-registration is one of the fastest growing sources for list development in the email marketing industry. With co-registration, email marketers can place their opt-in request or other promotion on the registration page of a heavily trafficked website. This increases visibility and allows marketers to reach a broader audience than they would have had access to on their own website. When users register for that website’s content, they will also see your offer and, by merely checking the box next to it, co-register for your content as well.

 

 
   

EXM Marketing •

19 South Broadway • Aurora, IL 60505
P/ 630.897.6448 • F/ 630.897.6895