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You’ve decided you want to start sending emails to your customers—great idea! Email marketing is an extremely cost-effective way to stay top of mind with your customers. Now what?
You create a beautiful email newsletter. You fill it with catchy content that your customers want—and need. You go to send your email… and realize you don’t have a list of people to send it to. You panic. You purchase an email list. You send your email out, and it doesn’t perform well. So, what happened?
Believe me when I say, purchasing an email list is never a good idea. Here’s why…
1) You don’t actually know the people on the list.
When done right, email works—and it works well. The reason? Email provides a direct connection between you and your customers. You’ve worked hard to create a company that people trust, so why are you sending your email to people who don’t know you? These people don’t trust you. They have no tie to you or your company. They have no reason to contact you from your email—or to even open your email in the first place!
2) You won’t get the results you’re hoping for.
The overall average open rate across all industries is 32% for opt-in lists. Purchased list don’t provide the same results. Recipients on bought lists may not be aware of your product or brand, so they have no desire to take action. Most recipients won’t open your email, much less click through to a landing page.
3) Other companies will be sending to the same people.
Ask yourself this—did another company purchase the same list that you did? Did multiple companies purchase the same list? Are all the people on this list going to be bombarded with emails from companies they don’t actually know? There’s a high probability that the people on this list are already annoyed by the number or emails they’re receiving on a regular basis. If they’re annoyed by these unwanted emails, they’re less likely to open your email or be receptive to the message you’re trying to share.
4) You’ll likely run into trouble with your email vendor.
If too many of your messages get marked as spam (which is very likely since the users don’t know who you are!), your email service provider won’t trust you to use their platform. With many email providers, when you upload a new list, they have you read through terms and conditions and agree that you did not purchase the list and every email provided is for someone who has requested to be added. What does breaking this agreement mean for you? Depending on the email provider, your account could be closed, you could be fined, and your email service provider may even take legal action against you.
What Is Opt-In Email Marketing & Why Does It Matter?
It’s likely that your email list is made up of subscribers who have opted in for your content. (If this isn’t the case and you bought your email list, delete it. The reasons above should have convinced you why purchased lists are never a good idea.) With opt-in email marketing, you have a targeted group of customers who have already committed themselves to learn more about your company.
This means you don’t want to only promote your products or services, you need to relate them to your customers. Explain to your customers how the products and services can help them. Show them why they need the product or services, but most importantly, demonstrate why they need to choose your company over the competition.
Listening to your customers will show that you’re not just trying to throw products at them, but offering information and advice that actually interests and benefits them. Continue sharing useful content and your customers (that have already demonstrated they want to hear from you!) will find value in both your email newsletters and your company—helping you generate more email marketing leads.
Let Blue Corona Help You Get Started with Email Marketing
If you’d like help getting started with email marketing—from building an opt-in list to coming up with the right content marketing strategy to tracking your campaign results—drop us a line. If you’ve already got an email campaign and you’d like some thoughts on how to make it better, forward your most recent campaign to us and tell us a bit about your business. With the right email marketing campaigns, you’ll have not only happy consumers who enjoy reading your newsletter every month, but also more website traffic, which equals more potential for leads and sales!
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About The Author: Katie is a content marketing specialist at Blue Corona. Outside of content creation and SEO, Katie enjoys stuffing her face with nachos, online shopping, and binge-watching Netflix.
View more blogs by Katie Birkbeck