How to build your email marketing database

How to build your email marketing database
June 9, 2016 Madeleine Helme

If you want your email marketing to be effective, then you need to build a good list of people or businesses to send it to. There’s no point in spending hours each week building an amazing email campaign just to sent it to a couple of people or, even worse, to send it to people who just aren’t interested in your brand and what it sells. Building a list of engaged recipients is a difficult task, and it can take time.

There are ways to build a large mailing list quickly, and that is by buying email addresses. We don’t recommend that you do this, however, and pretty much all marketing experts will say the same thing. A genuine, permission-based email list is much more effective and reliable than any email list you can buy online, no matter how big it is. In case you don’t take our word for it, you can read the reasons why buying your email list is bad.

So, if you’re going about it the honest way, you’ll need some tips on how to build your email database. Here are a few methods you can use to get your emails into more inboxes.

Sign up form on your website

Give them a simple way to sign up when they visit your website. This can appear in different formats – you could have the sign up form pop up on the page they are viewing or in the bottom corner of the page, it could be present in the static content of a webpage, or you could have a page on your website or a landing page dedicated to your newsletter sign up.

Make sure it is noticeable and that the form is quick and easy to complete. Stick to name and email address so people are not put off by having to enter a lot of information. By acquiring emails this way, you know that the people on your list are there because they chose to be and show an interest in your brand.

Run a competition

Set up a competition from your business that requires people to submit their email address, and other information if required, in order to enter. This gives them an added incentive to give away their email address. You can post the competition on your website or on social media, for example, so that people who already interact with your brand will see it and enter.

Free resources

Another good incentive for people to share their contact details with you is free resources. You could write an eBook or whitepaper full of valuable information that your target audience would find interesting. Have this resource available to download from your website when users enter their email address. As long as they like the content you provide them with, they will be eager to receive more content from you through your e-newsletters.

Promote on social media

Most of the people that follow you on social media are already interested in your brand and the content that you share. You should make sure that they also know about your e-newsletters. Share a link to a landing page where they can sign up to receive your emails. Make sure you are sharing different content in your emails than you are on social media. Otherwise, there is no point in them following you through both channels. Let them know why they should sign up and what they will get that is different and valuable.

Guest blog

Guest blogging on other websites is a great way to expose a new audience to your content. Write a blog filled with valuable content and add a call to action at the bottom that points people towards your email sign up form. Try to get featured on a website that is related to yours and will, therefore, share a similar audience.

It may take a while to build up your email database, but it’s worth putting in the time and effort. Just remember that the quality of your recipients is better than the quantity. Don’t be tempted to buy thousands of email addresses from an online source.

After working in marketing for two years I decided to become a freelance writer. In my spare time I enjoy watching films and television and keeping fit through going to the gym and practising taekwondo.