The Guide - 2020 - 90

Marketing Best Practices
BUILDING
YOUR LIST:
The Importance of
Email Marketing
By Joe Tacosik, contributing writer
S
ome people seem to think that email is dead -
when the reality is, it is still very much alive.
While some businesses have guest books with
thousands of email addresses and no idea what to do,
others are just starting to figure out how to gather them.
Here are some things you should know about capturing
email addresses and using them to build relationships with
your customers.
WHY YOU SHOULD COLLECT EMAIL ADDRESSES
Email marketing is a nearly unmatched way to increase
your store's exposure - over 99% of consumers open
their email at least once daily, according to HubSpot.
Even more than just increasing exposure, email marketing
allows you to present more purchase opportunities than
any other form of marketing.
While social media marketing and advertising rely on
algorithms and news feeds, email marketing is direct to
your customers' inboxes. What's more, these customers
have asked to receive your emails - meaning they want
to hear what you have to say; they are engaged with
your store. Following purchase experiences, over 80% of
shoppers have said they were somewhat likely to make
another purchase as a result of a targeted follow-up
email, according to eMarketer.
HOW TO START BUILDING AN EMAIL LIST
There are numerous ways to collect email addresses,
90 THE GUIDE 2020
both in-person and online - whether that be a guest
book on your store's counter, a place for customers to
enter an email address for a giveaway or simply a form
on your website to volunteer contact information. Be
sure you collect their names, too, so you can further
personalize the emails you'll be sending.
A key to building your email list is to choose not
only the avenue that will most effectively capture your
audience's attention, but that also will be easy for you to
load into your email marketing platform.
Being able to easily add email addresses as you continue
to collect them is a great way to quickly and efficiently
build your customer list. Once loaded into the marketing
platform, you can segment your lists based on type of
customer - such as customers who have purchased
multiple times, potential buyers and more.
WHAT TO DO AFTER YOU'VE CAPTURED EMAIL
ADDRESSES
Just collecting email addresses isn't quite enough - you
also need to know what you want to do with them. Having
a plan and a purpose behind collecting them is key to being
prepared to deliver on that promise to your customers.
Once you know how you're going to use the email
addresses, your email list is starting to grow and you've
selected an email marketing platform, it's time to start
building a relationship with your audience.
First of all, make sure you send out a welcome email once

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