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Email marketing has many benefits for business-to-business companies, from lead nurturing to distributing content offers. However, before you can create valuable email marketing campaigns, you must be able to consistently attract and gain new contacts.

The Power of Email

First, let’s discuss why email is a valuable tool for your business. According to GetResponse’s 2016 State of Email, for every $1 invested, email marketing generates an average return of $38. If your email marketing has not been producing valuable results like this, it might be time to re-evaluate your approach.

A few questions to consider:

Are you collecting the right subscribers? When it comes to collecting subscribers, quality is greater than quantity. Make sure that when you ask for an email address, you’re providing an appropriate offer in return, such as content relevant to your audience or valuable information on your blog.

Do you segment subscribers? One way to improve conversion rates is to segment users by their stage in the buyer’s journey or industry. By sending emails with specific information related to your contact, you will see better conversion rates over time.

Is your email marketing being used as a long-term relationship tool? Email should not be used to send out as much content as possible, but rather it should be considered a tool that can build relationships for current or future clients.

Are you tracking analytics to improve open and click rates? It’s also important to continuously track open and click rates. Analyzing the results of each email campaign will give you a greater understanding of the topics that interest your contacts.

Do you have an obvious call-to-action? Including a call-to-action in each email is essential. While you can have several links in an email, make sure there is a clear action for the recipient.

How Email Can Nurture & Retain

According to Forrester Research, companies that excel at lead nurturing generate 50 percent more sales ready leads at a 33 percent lower cost. Sending a monthly email newsletter or a content offer provides contacts with valuable knowledge before making a buying decision. Automation also nurtures leads by sending a series of emails with the goal of converting contacts to customers.

Email can also be used for customer retention. By sending customers a monthly newsletter or updates about products and services, your contacts will stay informed and might even increase their business with your company.

How to Build Your Email List

There are many ways to build a quality email list for your business. The methods you choose depend upon your target audience, and where they are interacting with your brand. Whether you already have a quality contact list or need to start building one, consider these effective methods (click here for a complete list):

  • On Your Website. Email list sign-up requests can be integrated into your website in a multitude of ways. Every form on your site currently (contact us, request a quote, guide download) should include an email newsletter sign-up request. Pop-up windows triggered by website entrance or exit behavior are also very popular methods of acquiring email subscribers.
  • Social Media. People engaged with your brand on social platforms are an ideal audience for your email messages. Craft posts that promote your email newsletter offers and content. Facebook and LinkedIn also offer short lead collection forms that you can build within the platform for campaigns like email newsletter sign-ups.
  • Every customer interaction is an opportunity to grow your email list – including tradeshows and conferences, industry or community networking, and open house events. Have a plan for transitioning event contacts into email subscribers.

Information You Should Collect in an Email Sign-Up

Your email sign-up should ultimately maximize email efforts. As mentioned earlier, placing contacts in a segment allows you to send the most relevant content, placing your company in the best position to make a sale to the right person at the right time. To segment contacts, first you must include a form field that allows the contact to provide the information.

For example, you can include a drop-down field that asks, “Which statement best describes you?” and provide answers that will help to identify the appropriate segmentation.

It’s also important to ensure that the length of the form is proportionate to the offer. For example, if someone is signing up for your general email list, you can ask for a first name and email address. If a contact is downloading a case study, this would be an ideal opportunity to ask for more information such as company name and if they’re currently searching for a new product or service.

Next Steps

Now that you know best practices for collecting email addresses – what’s next? It’s crucial to choose methods that will work for your industry, business, and audience. If you haven’t partnered with an agency, this is another area to consider that will help you to create a strategy for collecting quality email addresses. If you’re ready to take the next step, contact Proximity Marketing today

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Beth is our VP of Digital Marketing Strategy who, besides drinking a ridiculous amount of coffee, helps clients generate more business. Whether they’ve partnered with Proximity Marketing for a decade or just joined the family, Beth helps clients achieve success and achieve measurable results.

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