Our perspective at VantagePoint

To Subscribe or Not to Subscribe

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Earlier this summer, we blogged about how to optimize your emails, both in content and design, for today’s busy readers. But if we take a step back, we see there is a lot of work to be done prior to being ready to send out that e-newsletter or e-blast. You must first develop a sound list.

In the world of marketing and advertising, an email address plays a crucial role — it’s the key building block to your lead generation campaigns and how you reach your potential customers. But it’s not just about acquiring any contact information. It’s about having the right contact information.

Meghan Keaney Anderson points out in this article from Marketing Profs several best practices to keep in mind as you collect contacts and build a list to serve you well into the future of your e-marketing adventures:

  • Don’t rely on purchased lists alone. Outside of people considering an unsolicited email spam (and opting-out forever), you run the risk of being blacklisted.
  • Provide valuable content to your audience and they will subscribe. If you don’t have a blog already, we suggest you start there.
  • Offer subscribers the option to get what they want, and only what they want. Give them options to customize what they’ll receive and how often they’ll receive it, and they will be even more likely to hand over contact information for that flexibility.

The bottom line is that it may take longer, but building a quality list of the right contacts is crucial to your marketing efforts.

Happy list building!



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