Digital Agencies:

1. Growing your database

One of the most frequently asked questions by companies is “how do I grow my email database?”. There isn’t one easy and simple answer to this. The fact of the matter is that growing an engaged and valuable email list is not an easy process. It takes time and effort, so let us dive right in and see what you can do to grow your email database.

The golden rule*: Do not purchase an email database. It’s 2021, and with POPIA in play, no one should be purchasing a database. Purchased lists also result in high spam complaints, damaged sending reputations and worse, can damage your company’s reputation.

You will want to spend your time and effort growing your database organically and there are several things that you can do to effectively grow your email list.

1.1 Add a signup button/form to your website

Use your website traffic to grow your database by encouraging people who visit your website to sign up for your database.

1.2 Make use of Facebook

Almost all students or trainees today will likely have a Facebook profile, so why not use your current and new Facebook audiences to grow your email database? Here are 3 quick things you can do on Facebook to build your database:

• Change the button on your Facebook page to sign up, and direct people to your email sign-up form.
• Create a post enticing your followers to sign up to your database. Showing them snippets of exclusive content is a great way to do this.
• Run Facebook lead ads and use a tool like Zapier to ensure all sign-ups feed directly into your TouchBasePro account.

1.3 Use of LinkedIn Lead-Gen

LinkedIn is one of the best places to grow your email list, but it must be done properly and ethically.

Many people are disengaged to random messages, but by having context, targeting your message at the right receiver, and adopting a regular invite process is key.

We help companies do this by providing a LinkedIn plug-in that can manage this process for you. From curating the right message to reaching the right audience, and initiating a conversation, we do have the ability to really drive sign-ups to your database in an automated fashion.

You can also use LinkedIn groups to market your business and encourage sign-ups to your database. Again, using snippets of exclusive content, requiring an email address for the full content piece, is a great way to grow your audience.

1.4 Use other social channels

Add a link to your sign-up form to your Instagram bio, Pinterest pages or even on your WhatsApp for Business profile. Wherever you can reach a prospect, try to entice them to leave their email address.

1.5 Send amazing emails

By sending your readers' well-curated email content they are more likely to stay subscribed. This will help in maintaining your email database, and customers who enjoy your emails are also more likely to share your emails with their friends and family.

2. The dreaded spam folder

In the game of email marketing, if your emails are not being delivered then you are wasting your time and your money. So, let us look at what spam filters are and what you can do to avoid them to get your emails to your subscriber’s inbox.

2.1 What are spam filters?

To protect their users, email providers such as Gmail, Outlook, and Apple Mail use spam filters to help ensure these messages do not “clutter” users’ inboxes or harm them.

These spam filters act as a shield, analysing incoming emails and allowing the good ones to reach the inbox while filtering the bad ones into the spam folder (or blocking them completely).

Previously these email providers would only analyse your email content to look for spammy content. Nowadays, there is a lot more involved when it comes to an email getting blocked by a spam filter.

Email providers look at their user engagement and previous interactions with your past campaigns and use this information to determine whether your latest campaign makes it to the inbox or not. This, along with good email delivery is key to getting to the inbox.

2.2 What you want your customers to do with your emails

• Open your emails
  When readers frequently open your emails, email providers see this as a good sign and will improve your email reputation.
  
  
• Reply to your emails
  When readers reply to your email, email providers take this engagement into account and grant you a better email reputation.
  
  
• Mark your email as not junk
  When customers move your email out of the junk folder, this is considered a very strong, positive signal that your campaigns are relevant and worthy of making the inbox.
  
  
• Move your email to other folders
  If your recipients move your emails into various folders in their inbox, the email providers take this as a sign they care about your emails and are more likely to continue delivering them to their inbox.
  
  
• Add to address book
  If your recipients add your email address to their address book, the email providers see this as a sign of approval, helping you hit the inbox in future.

2.3 What you don’t want your customers to do with your emails

• Move your email to their junk folder
  When readers move your email to their junk folder this is seen as a negative sign with email providers, and they are less likely to deliver your emails in the future.
  
  
• Delete your emails without opening
  When a reader deletes your email without opening it, the email provider will see this as a negative signal and likely move you to spam soon.

2.4 How to avoid spam filters

• Only email people who have permitted you to do so
  Build your email list organically through people signing up to receive your emails.
  
  
• Use a known from name
  One of the first things that a subscriber sees is your from name and will play a huge part in whether your recipient opens your email or not. Using a from name that your recipients are going to recognise always works best.
  
  
• Use a real reply-to address
  We mentioned earlier that you want your recipients to reply to your emails. Email providers know that people are not going to reply to junk and spam emails, so they see it as a good sign if users are replying to emails. Avoid using a noreply@ email address and rather use an email address that your customers can reply to.
  
  
• Send targeted campaigns
  Instead of going for a “spray-and-pray approach” (which does not work), send targeted emails to segmented groups of your database. By sending tailored and segmented emails, your recipients are more likely to open and engage with your emails, improving your reputation with email providers.

You may be thinking that growing your database or staying out of the spam filter is a ton of effort, but if you follow this guide and begin implementing a few of these suggestions, you will likely almost see an immediate change in your email success.