If you haven’t yet started building an email list (but know you need to), this article is for you. You may have heard that a strong email list is one of the most valuable assets you can have, but when you’re starting from scratch, it’s easy to feel overwhelmed. This is partly because many business owners have a hard time envisioning the long-term payoff for the hard work they need to do now.
I agree with the subject matter and disagree to some extent. Yes, it is true that; buying email lists is not ideal because with email marketing, the marketer is expected to have acquired a list through the rightful source and or format. What i mean is that; the person to be emailed must have given their consent to receive updates and or news which means by signing up.
The most advanced email marketing services offer custom workflows where you can specify triggers based on actions (such as opening an email or making a purchase) or on inaction (such as ignoring emails). With these services, you can also set up a series of emails (such as tutorials) to be sent to segments of users, and you can pause or stop a campaign at any time. You can also move contacts into new segments once they have completed tutorials.

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A/B testing is trying two different techniques that communicate the same message on a small percentage of your list, seeing whether A or B performed the best, then using the better performing option when you email the rest of the list. It sounds complicated, but there are plenty of email marketing solutions out there that take all the math and guesswork out of it. (All you have to do is come up with the option A and option B you want to try.)
Much of this increase can be attributed to the ability to couple physical mail pieces with mobile and online marketing efforts, resulting in a sound multichannel marketing program. Think of how many pieces of mail you've seen recently sporting QR codes, URLs to social media sites, and SMS short codes. Mail affords marketers greater reach, allows more information to be communicated than most online advertising efforts, and gives buyers the opportunity to respond to a call to action in the way that they want, on their own time.

The law in some countries considers unwanted email blasts a form of solicitation, just like telemarketing calls or junk mail. In Canada, marketing pro R. Timothy Taylor reminds us, it’s illegal to send commercial electronic messages without the recipient’s permission —  a marketing email that lands in the wrong inbox could mean fines upwards of $1 million. Legality challenges like this are forcing many growing companies to rethink their marketing strategies as their audience goes international.
Offer giveaways. Content doesn’t just have to be social media content and/or blog posts. You can make use of reports, how-to guides or something else that the target audience will sight as valuable information. As soon as you provide a high quality giveaway, your visitors will be much more likely to give their information in exchange for your giveaway.
Hi Louise – it depends how you’re running your website. With an integrated platform like Thrivehive you can update your website and send emails seamlessly. Most website platforms do not have this capability and you would have to use a third party email campaign system like MailChimp or Constant Contact. For more information about our integrated platform, you can go to https://thrivehive.com/request-a-demo and fill out a form for someone to give you a call! http://www.benchmarkemail.com/images/blog/targeted-email-campaign-archives.png
It’s important to note how a number of growing trends revolve around content of value – not promotional content. Things like personalization and subscriber lifetime value, bite-sized content that’s easy to digest, stronger narratives and storytelling, richer experiences… that’s all key to crafting highly engaging emails that will grow your open and engagement rates.
It also emphasises how digital marketing does not occur in isolation, but is most effective when it is integrated with other communications channels such as phone, direct mail or face-to-face. As we have said, the role of the Internet in supporting multi-channel marketing is another recurring theme in this book and chapters 5 and 6 in particular explain its role in supporting different customer communications channels and distribution channels.
Even better was the fact that we had built the Foundr brand up to the point where we had people actually ask to become an affiliate of ours. Our very brand became an important leveraging point for us because we had developed it to the point where people would want to become associated with our brand. Obviously this didn’t happen overnight and it took many years of work to get us to that point, but it was a great side-benefit to all the success we had achieved so far.
This list buying is a very tricky subject and I agree that there must be something to it (demand and utility) or there would not be pages on google advertising . I am really tempted but not with a purchased list . I have 24000 emails from my customers from my website listed above that has been up about 10 years. These are people who have requested automatic rate quotes from our db. About 1/3 of them we had email correspondence with . This are years 2012/13. Now I am into internet marketing and would like to have some good advice about mailing to this list without hurting my present web traffic Thanks Walter Menuet
Answer . Go to one of the providers, such as Yahoo.com, Hotmail.com, Gmail.com, etc. and register for a free account. That is the easiest way. Then you give the address you signed up for to someone else, who uses their e-mail account to write you a message and send it to that address. You get it by logging into your account and reading new messages.. You can also sign up for a paid account at one of the same services, and your account is then stable (won't disappear if you don't sign in often enough) and you get other privileges and choices.. There are many e-mail providers. Use a search tool such as Google to look for e-mail services. You could ask your friends if they like their e-mail providers, and take their recommendations.
Appear on top in Google search results. The title of your web page is used by Google as the suggested title of its search results. In addition, describe your company in an informative but precise manner. Domain names are also a significant portion of the search results of Google. Hence, pick an easy-to-read and descriptive domain name for your website. Moreover, subpages must also be easy to read. Moreover, meta descriptions are defined as page summaries usually made use of by Google on their results page. Write meta descriptions that are unique for every page using 160 characters or less.
If you want to operate an email blast campaign as a part of your marketing strategy, then you need to send the emails out regularly. If it is too long between emails, then the recipient might not even remember what your content has to offer. However, you do not want to send them too frequently. If the consumer is getting an email from you every other day, then they might get annoyed and stop reading altogether.

You work with a list provider to find and purchase a list of names and email addresses based on demographic and/or psychographic information. For example, you might purchase a list of 50,000 names and email addresses of people who live in Minnesota and don't have children. There are several sustainable ways to use email marketing to grow your business. This isn't one of them.

Use it to promote up-sells/cross-sells. You can even set up an autoresponder sequence for someone after they purchase and get repeat customers. Depending on the products you sell, you could offer an upsell, or cross sell related products. For example, if someone buys a digital camera, you can offer to add a lens, a tripod, and other accessories to their order before it ships. Or, if you sell products that people buy frequently (like food or disposable items, like diapers), you can automatically send them offers for new items when you know they’re about due for another order.
The DMA’s 2017 Response Rate Report finds that the response rate for mail sent to people on house lists (subscribers who opted in to mail) was 5.1% for the year, and the response rate for prospect lists (potential clients) was 2.9%. These numbers are up from 2003, when house lists drew a response of 4.4% and prospect lists a response of 2.1%. And even though online shopping has surpassed purchases from direct mail pieces, the DMA reports that 100.7 million U.S. adults​ made a purchase from a catalog in 2016, compared with 209.6 million people who made purchases online the same year, per Statista. 

It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feed back to the firm on a community based site or straight directly to the firm via email.[24] Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of mouth marketing.[24]
Purchased lists are ineffective, and they impact everyone else who uses Mailchimp, too. If you send emails to a list of people whose contact info you bought, many of the emails will get identified as spam. Some spam filters will flag a campaign if anyone with the same IP has sent spam in the past. When you use Mailchimp, your email is delivered through our servers, so if one person sends spam, it could prevent other users’ emails from reaching inboxes. But by forbidding Mailchimp users from using purchased lists, we increase deliverability for everyone.

The best time to send an email blast depends a little on the best time you think your recipients would like to receive it. Most business contacts receive an average of 75 emails per day. To make sure they have the time to review (and hopefully, read) your email, try to have your email blast arrive on Tuesday Mornings between 8am and 11am. Mondays (especially after holidays) is typically a day where most contacts are catching up on email from the weekend. Fridays are difficult, as most contacts are wrapping up work from the week and may not have the time to look at your message. Even if they do find time to read it, they may have forgotten about you, and your message, by the next Monday. If Monday is a holiday, time your email blast to arrive on a Wednesday Morning after the holiday. Mornings are best as most people are planning or finalizing their day in the mornings. This gives them more time to react to your email message that same day. Afternoons and evenings are typically too late in the workday to encourage immediate action.

Set your target audience. Audiences can be split up in a variety of ways including gender, age, geographic location, or buying habits. Before you send your blast, you want to make sure that you can segment people into different lists so you can target your blasts to the right people. Consider what demographic you want to target, and what they will need to fulfill your call-to-action.


The first known large-scale non-commercial spam message was sent on 18 January 1994 by an Andrews University system administrator, by cross-posting a religious message to all USENET newsgroups.[12] In January 1994 Mark Eberra started the first email marketing company for opt in email list under the domain Insideconnect.com. He also started the Direct Email Marketing Association to help stop unwanted email and prevent spam. [13] [14]
Well written! I’m in Direct mail solutions business. Thanks for pointing out the effectiveness of direct mail campaign in todays digital Age. It’s been used for decades until now. Traditional mailing is just so efective as ever. Direct mail marketing is definitely right especially for people who want to start their own business to build brand awareness in their communities.
A disadvantage of digital advertising is the large amount of competing goods and services that are also using the same digital marketing strategies. For example, when someone searches for a specific product from a specific company online, if a similar company uses targeted advertising online then they can appear on the customer's home page, allowing the customer to look at alternative options for a cheaper price or better quality of the same product or a quicker way of finding what they want online.
Data-driven advertising: Users generate a lot of data in every step they take on the path of customer journey and Brands can now use that data to activate their known audience with data-driven programmatic media buying. Without exposing customers' privacy, users' Data can be collected from digital channels (e.g.: when customer visits a website, reads an e-mail, or launches and interact with brand's mobile app), brands can also collect data from real world customer interactions, such as brick and mortar stores visits and from CRM and Sales engines datasets. Also known as People-based marketing or addressable media, Data-driven advertising is empowering brands to find their loyal customers in their audience and deliver in real time a much more personal communication, highly relevant to each customers' moment and actions.[37]

Buying email lists doesn't just damage your deliverability and brand reputation -- it can also put your email account at risk. Email clients like Gmail, Yahoo!, and Outlook don't want to be associated with accounts that recipients repeatedly flag as spam. Email service providers like AWeber go as far as immediately closing your account if it suspects you're sending unwanted content.


To cease opportunity, the firm should summarize their current customers' personas and purchase journey from this they are able to deduce their digital marketing capability. This means they need to form a clear picture of where they are currently and how many resources they can allocate for their digital marketing strategy i.e. labour, time etc. By summarizing the purchase journey, they can also recognise gaps and growth for future marketing opportunities that will either meet objectives or propose new objectives and increase profit.

Basic text-based email editors to fully designed HTML or JavaScript templates are just some of the features these packages can provide businesses. You can manage your contacts by simply keeping a list of names and email addresses or you can create a complex database full of subscribers segmented by demographic slices and engagement levels. Which method you choose really just depends on how much of your budget you're willing to allocate towards the email marketing software that can give your company the features it needs.


Although online marketing creates many opportunities for businesses to grow their presence via the Internet and build their audiences, there are also inherent challenges with these methods of marketing. First, the marketing can become impersonal, due to the virtual nature of message and content delivery to a desired audience. Marketers must inform their strategy for online marketing with a strong understanding of their customer’s needs and preferences. Techniques like surveys, user testing, and in-person conversations can be used for this purpose.


Not only was this initial email great, but his response to my answers was even better: Within a few days of responding to the questionnaire, I received a long and detailed personal email from Matt thanking me for filling out the questionnaire and offering a ton of helpful advice and links to resources specifically catered to my answers. I was very impressed by his business acumen, communication skills, and obvious dedication to his readers.
Per the U.S. Bureau of Labor Statistics, a bachelor's degree in marketing, statistics, business administration or a similar field is the common requirement to enter a career in marketing. If you'd like to specialize in e-marketing, you could complete a bachelor's program in this field. Certificate and master's degree programs in e-marketing are also available, if you have a different education background and now want to enter this field.
Launch Outlook and click the “New E-mail” button. Click the “To” button and, if necessary, choose an address book. From here, choose your blast recipients, which appear in alphabetical order. Press and hold down the “Ctrl” key, then click once on each person that you want to include in the group. If you’d rather do a blind blast -- where recipients can’t see each others' names -- add one name to the "To" field, then click the “Bcc” field and add the recipients here instead, then click the “OK.”
Use personalization. Personalizing the content of your emails (depending on your segment from Chapter 3) will make it infinitely more relevant and valuable to them. Personalization is so much more than inserting your subscriber’s first name into the email. You need to tailor the actual content of the email to address their needs. For instance, an online retailer will find it much more valuable to read an email with the subject line, “How to build backlinks to your eCommerce store” than just a generic subject line, “How to build backlinks.”
A/B testing is trying two different techniques that communicate the same message on a small percentage of your list, seeing whether A or B performed the best, then using the better performing option when you email the rest of the list. It sounds complicated, but there are plenty of email marketing solutions out there that take all the math and guesswork out of it. (All you have to do is come up with the option A and option B you want to try.)
With so many of the us depending on the internet to stay tuned into what's going on in our lives and in the world, it's no wonder that direct mail, or "direct classic" as the industry sometimes refers to it, has become an afterthought for small business marketing strategies. Postage is getting more and more expensive. Plus, email delivery and online communications are near immediate compared to the time it takes to go through the production, proofing, printing, and mailing process.

Email marketing is one of the most cost-effective ways to promote your business, whether your goal is to build your brand or sell more stuff. Our field guide provides everything you need to know to make the most of this platform. Learn how to create an email marketing plan, design effective emails, and test them. Then discover the power of automation and how to measure the success of your emails.
Marketers don’t always automatically receive notifications when they’ve been blacklisted, so it’s up to the marketer to monitor their brand’s email sending reputation. There are a number of free online resources that marketers should utilize to check their blacklist status before sending an email blast, such as Barracuda Reputation Block List or MultiRBL.
Paste your e-blast into the body of the email blast software. You should write your email blast in another software application that checks for spelling or grammar errors. Once your text is ready, you can paste it into the body for your email blast. Take note of formatting, spacing, and links because some of these don't transfer over correctly from one software to another.
Using the word blast says a lot about how you view email marketing. And because so many of us are so very touchy about being characterized as spammers (or just feel bad about “bothering” our subscribers) even using a word that leans toward sounding like spam bothers us. Remember that there are always two definitions of spam. There’s the email marketers’ definition (the CAN-SPAM Act of 2013 definition), and then there’s the consumer definition. The consumer definition of spam is simple and complete: It’s email they don’t want.
Newsletters can be sent to the email list you've built from the people who provided the necessary information on your website, for instance, providing these potential customers with news updates about your company, upcoming events and/or special offers – and, of course, reminding them that your business exists and that maybe it's time for another visit.
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All text is boring, but too many images, in relation to the amount of text in the email, can actually increase the likelihood your email will get picked up by a spam filter (spammers use this tactic, to hide spammy words from filters). In addition, images draw attention, but you do not want them to draw too much attention, away from important text.  You’ll be in good shape if you enter your text first, then sprinkle images where it’s appropriate.
A wide variety of organizations and companies employ some form of direct mail marketing. For example, you might already receive an envelope from ValPak, a direct mail company that sells space in its envelopes to a variety of local businesses offering coupons and discounts. Additionally, they entice consumers to look through these coupons by promising that $100 has been inserted into 10 random envelopes.

I am loving this article. I specifically like points 1 and 7. As for number 1, I think a quality list is better than a gigantic list of just anyone like you say. I think this is also true for “followers” and “likes”. Are the people following you genuinely caring about your content or just subscribing just to apease you? As for #7, we have to KNOW if our efforts are working and not just go off of a gut feeling. Great points here Erik. http://www.clickalchemy.com/assets/images/email-marketing-flow-img.png


Many consumers have reservations about online behavioral targeting. By tracking users' online activities, advertisers are able to understand consumers quite well. Advertisers often use technology, such as web bugs and respawning cookies, to maximizing their abilities to track consumers.[60]:60[95] According to a 2011 survey conducted by Harris Interactive, over half of Internet users had a negative impression of online behavioral advertising, and forty percent feared that their personally-identifiable information had been shared with advertisers without their consent.[96][97] Consumers can be especially troubled by advertisers targeting them based on sensitive information, such as financial or health status.[95] Furthermore, some advertisers attach the MAC address of users' devices to their 'demographic profiles' so they can be retargeted (regardless of the accuracy of the profile) even if the user clears their cookies and browsing history.[citation needed]
Does the difference in these terms and their definitions matter? No, of course not, it's semantics! But it is interesting to see how the scope of Internet marketing vs Digital marketing has changed over time. In my books, when discussing alternative definitions, I explain that, no it doesn't really matter, but the scope and responsibility is important to make the most of managing the opportunities. So the scope of digital marketing activities should be agreed within a business and/or between a company and its agencies. The biggest difference is whether digital marketing is simply seen as about communications (online marketing) or whether it is broader, looking at underpinning marketing technology and options for new online business and revenue models.
Your customers, prospects, and partners are the lifeblood of of your business. You need to build your marketing strategy around them. Step 1 of marketing is understanding what your customers want, which can be challenging when you’re dealing with such a diverse audience. This chapter will walk you through (1) the process of building personal connections at scale and (2) crafting customer value propositions that funnel back to ROI for your company.
Keep the email short. If you write an email that's too long, there's a chance that recipients will skim over it or stop reading it at a certain point.[7] This could mean that they miss your call to action, or what you're trying to get across. Try to edit out pieces of information that aren't critical to the overall message. Make messages as short and concise as possible. Avoid over-elaboration or background that can clutter your blast.
 2. Select recipients based on a list, tag, or saved filter. For example, you may add the subscribers of your weekly newsletter by adding all supporters with the tag “weekly newsletter.” Alternatively, you may choose “All” and select all supporters in your nation, or all prospects. Remember that it is good practice to segment your email list in order to increase your email deliverability.
This is a process described by Seth Godin known as permission marketing. The core concept of this idea is that you never market to someone that doesn’t want it, you first have to ask them for their permission. When someone signs up to your email not only do they become a warm lead but they give you their permission to send them offers and to market to them.
Today, perhaps the bigger question is whether digital marketing is a necessary term concept since some commentators have stated that we're now in a post-digital era with 'almost all' marketing now being digital now digital media and technology have become so pervasive. My view on this, explained in the post above is that we do very much need digital marketing, since many businesses still undergoing digital transformation and recruiting the digital marketing jobs and roles needed to compete. The trend in search volume also suggests there are more people searching for digital marketing than ever before, albeit with a drop before Christmas.

As of mid-2016 email deliverability is still an issue for legitimate marketers. According to the report, legitimate email servers averaged a delivery rate of 73% in the U.S.; six percent were filtered as spam, and 22% were missing. This lags behind other countries: Australia delivers at 90%, Canada at 89%, Britain at 88%, France at 84%, Germany at 80% and Brazil at 79%.[7]


The best email copywriting starts with the subject line, which has to make recipients want to open your email. Follow that with an appealing headline so they’ll keep reading. Constant Contact’s research suggests that email copy should be short, around 200 words. It’s also wise to avoid being promotional in all your emails. Instead, offer value to your subscribers. The most important part is the call to action which leads recipients from the email to your site or resource.
The old formula for direct marketing success was mass marketing: "Mail to as many people as you can; someone has to be interested." However, paper and postage costs are always increasing, and with so much mail ending up in the trash, businesses have changed their way of thinking. Why waste money mailing to everyone when everyone is not a potential customer? You need to target the leads who will buy. That is the difference between mass marketing and target marketing.  Targeted mailing lists pinpoint your best leads.  There is less waste and a higher percentage of prospects responding to your mailing. http://www.emailvendorselection.com/wp-content/uploads/2014/12/email_drips_hobsons.jpg
Save any new documentation as a PDF for download, and require that individuals enter their names and email addresses in order to access it. The value of the information you are offering is directly proportional to the amount of personal data your customers are willing to provide, so make sure the tradeoff is fair. A highly anticipated white paper or report can garner a high number of new email subscribers who are openly expressing interest in your brand, so don’t leave this opportunity unaddressed. https://www.sageworld.com/img/dist-emailcampaigns-top.png
You have probably heard before that “print is dead”. However, the data proves otherwise. Not only are people almost 4x more likely to open direct mail versus email (Epsilon), the direct mail response rate has actually increased since 2010 (DMA). This means that when done strategically, direct mail is a great way to increase revenue for your small business.
Online marketing can also be crowded and competitive. Although the opportunities to provide goods and services in both local and far-reaching markets is empowering, the competition can be significant. Companies investing in online marketing may find visitors’ attention is difficult to capture due to the number of business also marketing their products and services online. Marketers must develop a balance of building a unique value proposition and brand voice as they test and build marketing campaigns on various channels.
The subheadings in the email blast also need to engage the reader. Many recipients will not actually read the whole thing and instead, they will scan the newsletter. When they scan through the email blast, the subheadings will be one of the parts most likely to catch their attention. Use your subheadings as a way to organize the relevant information in the content of the email to make it easy for your readers to jump to the information that is relevant to them.
Use it to promote up-sells/cross-sells. You can even set up an autoresponder sequence for someone after they purchase and get repeat customers. Depending on the products you sell, you could offer an upsell, or cross sell related products. For example, if someone buys a digital camera, you can offer to add a lens, a tripod, and other accessories to their order before it ships. Or, if you sell products that people buy frequently (like food or disposable items, like diapers), you can automatically send them offers for new items when you know they’re about due for another order.
Email marketing is a simple and proven strategy to promote your business. It attracts new customers and helps maintain close relationships with loyal customers. There's a long list of email marketing services available today and most operate at relatively low prices, with packages to fit every business size and need. It's just a matter of determining which features and tools you need and how much you're willing to spend.

Ensure that your email meets spam guidelines. The CAN-SPAM Act are laws that govern how you can craft emails. To stay compliant with the act, there are several things you must include and things you must avoid doing to ensure that your emails aren't considered spam.[9] For one, there must be an unsubscribe button somewhere in the email so that people can opt out of receiving them. Another rule is that recipients must know who they are receiving the email from, so include an accurate header or reply address where they can point their concerns or comments.[10] https://i3.campaignmonitor.com/assets/images/guides/internationalization/birchbox.jpg
Unsubscribe rate. Unsubscribes are always going to happen no matter what, and that’s usually OK because those people probably would never have bought from you anyway. However, a high unsubscribe rate can indicate that you are losing potential customers. Check the following: Why did people subscribe to your list in the first place, and are you delivering on that promise? Is the content of your autoresponder highly relevant to the segment it is being sent to? Are you sending too many sales emails with too little value emails?
Make the first three sentences of your blast catchy. The first couple of sentences within your email blast will determine whether the recipient decides to read the rest of it. The intro should draw people in with a sense of urgency or excitement. You can elaborate more on the subject line within your first sentence to give additional clarity to what the email is about, or you can create a sense of urgency and intrigue that compels them to open the email to learn more about the issue.[4]
Digital marketing's development since the 1990s and 2000s has changed the way brands and businesses use technology for marketing.[2] As digital platforms are increasingly incorporated into marketing plans and everyday life,[3] and as people use digital devices instead of visiting physical shops,[4][5] digital marketing campaigns are becoming more prevalent and efficient.
A pop-up ad is displayed in a new web browser window that opens above a website visitor's initial browser window.[31] A pop-under ad opens a new browser window under a website visitor's initial browser window.[24]:22 Pop-under ads and similar technologies are now advised against by online authorities such as Google, who state that they "do not condone this practice".[32]
If you’re serious about growing your business, building a healthy email list should be one of your top priorities. When it comes down to it, your list is one of the only online assets that you have 100% control over. Having a solid social media presence is absolutely essential (here’s why), but you’ll always be at the mercy of new and changing algorithms (think Facebook’s Edgerank). And achieving high search engine rankings is great too, but again, you’re at the mercy of changing algorithms and updates. 
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