Eliminating third-party cookies and removing auto-tracking on Apple iOS devices is putting marketers in trouble. You can no longer rely on these tactics to communicate with targeted prospects. So-called first-party data, in which a company has a direct relationship with consumers, is of the utmost importance today.
There is no better type of first-party lead than a robust email list.
Eliminating third-party cookies and automatic iOS tracking are the latest developments in the evolution of digital marketing. E-mail underwent a similar change in 2003 with the US CAN-SPAM law. Among other things, the law has imposed transparency on email senders. The ultimate effect was to clean up the industry and improve the consumer experience. This paved the way for email to become a dominant marketing channel.
Expanding a subscriber list is now a marketing priority. Here are five ways to do this.
5 ways to build an email list
Convert existing visitors. The traffic comes to your website from several sources. Some of the tactics that can be used to convert these visitors into email subscribers include:
- Place an email login box on each page.
- Use popups,
- Give value in exchange for an email address. Examples are discounts, content or even gifts,
- Send notifications for subscribers only, e.g. B. Product availability or shipping deadlines for holidays.
- Sweepstakes or competitions.
Use co-registration programs. Lead generation or co-registration programs can produce qualified subscribers. The providers include Opt-Intelligence and AddShoppers. Everyone maintains a huge publishing network. Typically, a brand answers clarifying questions to set criteria for new subscribers. For example, a kitchen supply retailer could target consumers interested in cooking or new recipes.
After qualification, a publisher presents the offer to subscribe to the brand’s newsletter. The provider then reviews the leads and sends them directly to the brand via an API.
Vendors typically charge a price per email purchased. In my experience, co-registration subscribers are usually qualified and valuable.
Partner with complementary websites. Many retailers have relationships with ancillary products or services that are not direct competitors. Partnering can expand subscribers for both companies. For example, an auto parts dealer might work with a repair manual publisher.
Including a printed piece in a partner site’s delivery package is another way to attract subscribers.
Reactivate old email addresses. Email lists naturally shrink due to addresses changing, bounced, or undeliverable. However, these consumers may not have just changed their email addresses. Consumers may still be interested in your hearing about your products, provided you can find them and update their address.
One way to do this is through an email reactivation program. The process is to send returned and undeliverable email addresses to an email data service like FreshAddress, which then provides new, updated addresses for some of those subscribers.
Develop a reward program. A rewards program can drive traffic and generate repeat buyers. E-mail subscribers can also be generated.
Successful reward programs include:
- Notifications with a different “From” name so members can easily identify reward emails from others.
- A method to easily track reward points, e.g. B. Including the reward number and points in every email.
- Personalized emails with the member’s first name and relevant offers.