Every business keeps an email list, a precious collection of clients and leads who have reason to receive emails. Some are on your newsletter list, some receive alerts and updates. Your email list can be used to rekindle return customers and stay connected to your regular clients. It is your connection for both routine systemic emails along with more personal customer engagement and re-engagement. But are you treating your Email Marketing lists as a true asset?

A valuable business asset is one that provides constant value, that pays itself off and then continues to make revenue. Assets often become essential tools that can shape and enhance the company’s workflow. Of course, if you don’t recognize an asset, you might be sitting on a gold mine without even realizing it. Your email list is a powerful tool for more than one marketing goal, if you know how to use it.

What an Email Marketing list can do

Engage and convert leads

Your email list can be used to nurture leads and keep them on the conversion path. Depending on your industry and clients, it can sometimes take several exchanges before a purchase is complete. Even for more concise retail buys, a little new account nurturing can go a long way. Use your email list of leads to ensure each receives a welcome to the brand and conversion funnel.

Keep customers coming back

After a customer makes their first purchase (or abandons a cart), you want to bring them back. A second, third, and fourth purchase would be great, and a loyal returning customer is ideal. The email list keeps customers engaged and interested in your brand. You can keep customers coming back for good deals, seasonal products, or an enjoyable customer experience with your brand.

Re-Engage past customers

Bring back customers who you haven’t seen in a while. Those who bought a long time ago and haven’t returned sometimes just need a reason. Use your email list to reach them with personalized deals or news of great opportunities to shop.

Promote sales and events

Increase participation in your brand sales and events. Send out emails to let everyone know when there are savings to be had or an event to join. Not only will you re-engage your wandering customers, but you can also boost engagement for everyone from new leads to regular clients.

Send personalized offers

Automation tech now makes it possible to send personalized offers to every member of your Email Marketing list. Using their past purchase history, search history, and wishlist, an algorithm can guess the products (and even the colors) they’ll most likely buy if put on a personalized sale. Send personal email offers to boost engagement and return purchasing.

How to build and keep your marketing email list

Don’t just buy an email list or rely on a list provided by a third-party platform. These lists are neither tailored to your client base nor do they belong to you. What would you do if your Amazon client list or social media account disappeared? How would you reach your clients? It’s vitally important to own your own client email list and, in fact, a good idea to have a fully functional CRM (customer relationship manager) with a full entry for every lead and customer.

Your email list is the beginning of a long-term relationship with your customers. It is your connection to past customers, your ability to serve and engage with current customers, and your method to convert your newest leads. Collect email addresses and keep your email list like the valuable asset that it is.

Growing your email list organically

The key to fully benefiting from your email list is not only to send the right emails, but also to grow your Email Marketing list organically. Collect customer email along with other details when they complete an order and/or create an account. Use lead gathering techniques and surveys to gather email addresses even before leads become customers so you can send them conversion emails.

Remove the emails of customers who unsubscribe, deactivate accounts, and long-silent customers. Add new emails of leads and first-time buyer customers. To make better use of your marketing email list and grow your customer list, contact us today!