Contact Lists, Can be Built?
There are two types of marketing campaigns. Targeted and massive.
To make massive campaigns you do not need to have contact information, while for the targeted campaigns you must.
The advantage of targeted campaigns is that we can choose the contacts you want to reach and communicate with them directly; we can even measure the results of communication, especially in digital media.
When businesses and marketing professionals evaluate the need for tools or solutions for implementation and automation of campaigns they often overlook that it is first necessary to have contact lists.
So the first step to carry out a targeted marketing campaign is to have a database updated with sufficient data and contacts.
At least is required to have the email address to reach people.
Many large and small companies as well do not have this information because there is no process to collect and maintain the contact details of the people, even the same information are asked repeatedly which causes fatigue in the contact as well as resistance to provide them; and some fear to be included on mailing lists and start to receive unsolicited and repeated messages with generic offers.
Another major challenge regarding contact lists is that companies have some data but these are trapped within systems that marketers do not have access to or do not have the technical capacity to do so. At other times the information exists but is scattered and fragmented in different text files or spreadsheets.
To mitigate this, one of the resources that many companies use to accelerate the process of list building is the purchase of databases. Which brings more disadvantages than benefits, namely:
- Poor image of the company due to sending unsolicited promotional messages.
- Inappropriate access and handle of personal data.
- The risk that users do not read the messages and report us as spammers.
- Be captured by spam traps that are unused email addresses created to capture unsolicited messages and immediately qualify the sender as spammer.
In the market there is a belief by companies that want to be promoted thru email that through agreements with email providers (Gmail, Hotmail, Yahoo, etc.) you can change the classification of the sender and remove it from the black lists, where suppliers who send spam are positioned. This does not work like that, the best way to stay with good sender reputation is to generate relevant messages that ultimately people will open and read.
To create contact databases organically, in a natural way. The strategy may be, first ask people to subscribe to the list. To achieve this it must be done explicitly in the places where we come into contact with users or where we have the most traffic. It is useful to provide something in exchange for the registration. Additional content, exclusive to subscribers, an electronic book, a contest entry, among other content.
Be very clear on what it means to be registered, what kind of messages are sent, how often and what information is sent, there should be not only promotional, also information on market trends, tutorials on how to use the product, how make the most of it, recommendations, etc. something that is not only a sale, but that adds value to the individual.
Contact List Hygiene
You have to be careful to maintain a healthy list and allow users who want to unsubscribe to do it so directly and simply, without guile. Thus we only keep users who are interested and involved with messages and brand.
Avoid keep sending messages to subscribers who never have been opened it. If only occasionally open we can segment your list and make different sending according to their answers.
A huge challenge when building lists is to get people sign-up and give you their data. This happens mainly for two situations:
Most of us fear that if we provide our data we will be literally bombarded with dozens of messages.
When data are requested, they are too much and then people, depending on his interest will take one of two options.
- Do not provide any data.
- Enter wrong data.
To reduce this risk actions to be taken are, ask for the minimum information or request it gradually, one item at a time. Then whenever the user contacts us, we can ask for a new item, in the least intrusive way possible and if we have it already, do not ask for it again, just confirm it. Seeking to eliminate the frictions and obstacles to people.
Another good practice is to let users know explicitly that they will receive promotional messages or that they are on a list of contacts so that messages won’t catch them by surprise and make them feel upset. It is convenient for example to take the users that ask for invoices and start sending them promotional messages that they did not know they would receive.
It is very important to show people that the data they provide us are used to their advantage to offer promotions tailored according to their preferences and provide a better experience with the brand.
The list building process is an on-going work and must be supported by a marketing process to maintain and progress users through its life cycle, down the funnel and keep the brand top of mind for when you are ready to make a purchase or to make a recommendation to someone else.
List building should be:
- A key process for the development of marketing campaigns.
- Done gradually, don’t asking for too much data at once.
- Leverage the information provided to present customers with better services and offers.
- Constant, it should done every time, at all points of contact.
- Only contact with whom explicitly accepted.
- Stop sending messages to anyone that asked to be unsubscribed or that has no activity.
Are you agree on the importance of contact lists?
Do you have any additional recommendations to share?