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MULTICHANNEL BASICS


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Six essential things you need to do to grow and retain your email database


By Phill Manson, Director, PAASE Digital


eMail marketing is an essential tool for eCommerce businesses. Despite some saying it is outdated, it’s a channel that could successfully increase your revenue by over 1000 per cent.


B


ut a good strategy is nothing without a good database. And you can’t


grow a database if it’s leaking! As a business, it is essential that you understand who is buying your product and where the opportunities are, so that you can effectively grow and retain an email database that has revenue potential. Here are six essential things you need to think about if you are to grow and retain your email database:


1 22


Focus on quality Yes, we are going to bang on the ‘quality over quantity’ drum. Many businesses fall


into the trap of believing that a large database will result in a significant growth in revenue. Which could be true to some extent, but if the right people aren’t on your list, all you have to show for it is a vanity metric. After all, 10,000 subscribers who aren’t remotely interested in your product will not result in a sustainable email marketing strategy, but if you have 1,000 good quality subscribers who have already shown interest in purchasing your product or are already loyal customers, you are more likely to drive


growth long-term and retain these subscribers.


So how do you attract these high quality, high intent subscribers? Utilising tools like social media advertising, paired with a powerful lead magnet will result in the type of people you need on your list. Social media should not be overlooked as a tool to target and search for your ideal customers.


2


Use segments, not lists Far too many businesses manage their database with


lists rather than segments. Not using segmentation is a missed revenue opportunity to engage the most dedicated subscribers.


Optimise your database by identifying which of your subscribers are most engaged, then isolate them. The same goes for identifying which subscribers are not so active, so you can reduce the sending frequency or change up your methods and hit them at the right time with an irresistible offer. Segmentation ensures that you are not sending irrelevant emails to your subscribers, which can result in a higher retention.


Direct Commerce | homeofdirectcommerce.com


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