If you’ve been in business for 5-10 years, you have a hidden business asset that you may not be utilizing at all: the email list of your existing clients. If you’ve been smart to collect their email addresses then it’s time to start using the marketing channel with the highest return on investment: email marketing.
One of the things you have to keep an eye on before you start sending email marketing campaigns to your existing contacts is to find a suitable Email Service Provider, because not all ESPs will accept old client lists.
Once you’ve found an ESP (also know as web based email marketing systems), make sure you don’t upload all of your contacts into one big list, but rather, segment your contacts into:
- current clients
- old clients
- trade show contacts
- requests for quote
Also, remove all email addresses that begin with info@ sales@ admin@ as these may be flagged by your email marketing service as “suspicious.”
When sending to a list that’s never been used, you will have a lot of expired email addresses that will bounce, so try sending your first promotion only to current clients, then a few days later, go through the lists in the order I listed them above.
What is Optin Email Marketing?
When uploading the list to your online email marketing service, you will have the option of sending your contacts a so-called confirmation email message. A confirmation message contains a link your subscribers will have to click in order to be added to your list. If you choose this option, you will only be able to send further messages and email marketing campaigns only to those contacts that have clicked the confirmation link. By sending your contacts a confirmation email you’ll be building a highly-responsive permission-based email marketing list. Be advised, though, that your list may end up being only 1/10th the original size, but that’s OK, because your will have a solid foundation on which to build your future email subscriber base.