New regulations prevent businesses from reaching out to prospects via email marketing unless they have explicitly opted in to that service.
Has your marketing database been decimated because of this? Do you feel like all your hard work in building a great prospect list has gone to waste? Need a hug? Well have no fear, because Brandfire is here with our metaphorical arms wide open to give you that much needed lovin’ and advice on how to begin again.
Here's Brandfire's 6 easy ways in which to build your email marketing list.
Email Marketing post GDPR - The StAts
To get started, it is important to explain why email is still important with some useful stats provided by Hubspot:
- 75% of businesses agree that email marketing offers "excellent" to "good" ROI.
- 86% of consumers say they wish to receive promotional emails from companies they do business with monthly and 15% would like to get them daily.
If you are reading this, your company more than likely already has a database of some sort. So your business is well aware of the benefits of email marketing. Having a significant decrease in your database because you now comply with new GDPR regulations can have you feeling deflated. It is therefore worthwhile reminding you of the benefits of email marketing and why it can still work for your company:
- It's extremely cost effective
- It's easily accessible
- It generates real results for all types of businesses regardless of budget
- It helps identify better quality leads, in that you can see who has signed up to your list, if they opened your email and if they click on any links you may have within your emails
In fact, the recent GDPR should be seen as an opportunity. It allows you to maintain your genuine prospects instead of having hundreds or even thousands of prospects that will never engage with you, very much a quality over quantity scenario.
1. Inbound Marketing and Email Sign Ups
Consider offering white papers, for example, in exchange for email addresses as opposed to a mandatory sign-up on your website’s homepage, can greatly increase traffic to your site which can turn into contacts. Asking prospects to sign up to obtain information on your site is a good deal - they want your content and you want to be able to engage with them. Is it important, however, to be able to gauge if the content you are offering is worth their time signing-up. Other tips for inbound marketing can be found here.
2. Make Sign-ups Easy to Find
Prospects spend a lot of time on your website. By giving them an opportunity to easily sign-up to your emails at every step of this navigation, it can greatly increase your sign-up rate. Inserting a sign-up on the footer or in the navigation tool on your website ensures high visibility.
3. Old School Bricks and Mortar Sign-ups
“What?” I hear you scream at your screen “We actually physically get them to sign up?” Well, yes! This tactic can be extremely effective particularly for smaller organisations. Smaller businesses tend to command a little more personalisation. After capturing their emails make sure to send them a personalised welcome email shortly after your interaction. Setting up a stall at an exhibition is also another great way of meeting prospects face-to-face which promotes trust and adds a face and personality to your organisation. Be sure to have an iPad sign up form on hand to capitalise on those opportunities.
Pop-ups can be a little invasive, but not necessarily in the context of attracting sign-ups. As prospects trawl through your website, email subscription pop-ups may be a great way of giving them what they want, which is access to similar content. The important thing is to display it at the right moment, when prospects are most likely to subscribe on your website. Our advice is to engage in user tests and identify when users are most comfortable on your site and then fire the pop-up. More information on Email subscription pop-ups can be found here.
5. Recommend to a Friend
In business, you can always do with more friends, and anyone who is a friend of your subscribers should be a friend of yours! Adding a feature that allows users to forward content to their friends has the potential to double your sign-ups. By sending them a personalised welcome email, and even mentioning the friend that referred them can enhance your credibility.
6. Integrated Marketing via Social Media Platforms
Linking your website to all social media content encourages your followers to keep in touch via marketing emails. Adding the option to sign up after that Facebook post can only be beneficial and encourage more sign-ups. Placing it at the bottom of posts can make it blend into the overall post and be less obvious and invasive than if it was plastered bang in the middle.
Decimated prospect lists can be demoralising after recent changes in regulation. But it is possible to rebuild your database for email marketing post GDPR. Although daunting, your company should see the silver lining in that the remaining contacts you have left are genuinely interested in your business and you should use that as motivation in attracting other clients that are similarly interested moving forward. See these new regulations as some much-needed spring cleaning for your database and now it is ready for more contacts!