Your company’s email campaign plan will only be successful with your B2B contact database. No matter how great your campaign plan is, your contacts change jobs, move to different countries; their companies go out of business or merge with entirely different organizations.
Slowly but surely, you’ll be left with inaccurate and unreliable data. If you aren’t diligent about database maintenance, you’ll run your email marketing program into the ground.
So how can you build an email list for your marketing campaigns while combating rapid data decay?
We have put together a list of 6 steps which will help you build your list
- CRM database enrichment regularly
First, you need to prioritize database cleansing. There’s no point in growing your email list if you don’t have a strategy to maintain the data you collect. Consider the following:
- Up to 25% of B2B database contacts contain critical errors
- 40% of business objectives fail due to inaccurate data
- 1-10-100 rule: It costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done
- 62% of organizations rely on marketing and prospect data that’s up to 40% inaccurate
It is very essential to establish controls within your organization to manage how data is entered into your CRM and it’s always profitable to work with a database cleansing service or solution to regularly audit and do a real-time append of your database.
- Highlight your subscription box
Don’t hide your subscription box in the footer of your website, it needs to be easily accessible for the visitors to subscribe to your emails. Not only do you want your subscription box front, center, and above the fold, but you should also include it within all website content. This includes blog posts, whitepapers, and eBooks. The reason for this is simple: if someone’s enjoying your content, you should give them the opportunity to read more—by subscribing to your email list.
- Include ‘opt-in’ options in all web forms
Whether some person is signing up for a free trial, downloading an eBook, case study or filling up a contact form, always give them an option to opt-in to your email list. These people are already expressing some sort of interest in your company and this should be capitalized.
- Use your best content
Try having an exceptionally performing whitepaper or eBook and put them behind a form, ask the reader to subscribe to your email and get access to the premium content. While it’s not recommended gating all content, picking and choosing certain pieces gives readers the feeling that they’re receiving an exclusive offer.
- Take it offline
While the internet offers ways to easily get more subscribers to your CRM, yet you can collect some of the email address personally. Whether you are meeting a prospect at a conference, over lunch or breakfast and while it sounds old school, collecting business cards is never out of fashion.
- Work with a B2B data provider
While it’s great to collect email addresses organically, you should also work with a data provider. Leading data providers can analyze and append your CRM Database Enrichment and build email lists matching the characteristics of your best buyers—people who will be interested in your business’ content and communications.
And there you have it- six important steps to take if you want to succeed at email marketing. We hope you learned how to build your email list more effectively and efficiently.
For more information about maintaining your marketing contact database, contact SMARTe today.