People get freaked about size when it comes to their database. They have 30,000 email subscribers, a LinkedIn following of 6,000 and 100,000 followers on Facebook and Instagram they might as well be a Kardashian!
But what percentage of those followers will ever buy anything? What percentage has more than a passing interest in their product or service? How many followers signed up or clicked ‘follow’ and never had anything to do with the business again?
Let’s take a look at why bigger isn’t always better, and how you can build an effective database.
Not just a numbers game
It’s a rule as old as digital marketing – don’t count the people you talk to, talk to the people who count and there is no point adding people to your database if they will never use your services.
There is also no point in having records in your database if the data is out of date.
What is the quality of the addresses you have? If it’s been a while since an address was added, and you’re not actively using it there’s a chance it’s out of date, no longer used or just sending your emails straight to spam. Did you know that around 44% of Australians keep a secondary email address? The goal is to get into their primary inbox.
Common barriers to quality:
There are a number of things that can get in the way of building a quality list. Thankfully, most are avoidable with some planning, solid rules and a good data management system to help.
Lack of effective strategy
Don’t just focus on who you want, but why you want them and why they should want you! How does this list and your tactics for obtaining them fit in with your company goals and KPIs? How will you reward them for giving you permission to talk to them?
Poor quality subscribers
By keeping consistent with your strategic goals when you recruit subscribers, you should be able to avoid this. Keep quality at the forefront wherever and whenever you are collecting details. Remember, this is not a numbers game.
Inadequate list hygiene practices
Ensure you get the right data up front and manage the data with appropriate hygiene practices. Even good contacts are worth nothing if they’re old, have the wrong information or are inputted incorrectly.
Not taking a segmentation approach
Segmentation is everything and it begins at opt-in. Capture the right data and make sure that data ends up on the right list. You need to be targeting the right information to the right customer at the right time. It’s worth incentivizing subscribers – it will give you complete data that will pay in the long run.
So how can you build a quality list?
List building never stops. Even with the best retention strategy you will always have a level of attrition. Here are six places you can find quality contacts again and again and again:
Visitors to your site
Your site should be tracking unique visitors, seeing which pages are of most value and then enticing them to give you their details through newsletter subscriptions, an offer or a valuable downloadable piece such as a whitepaper. This not only gives you quality data to add to your list but also gives you a set of behaviours to go with it. You’ll know who they are and what they’re interested in. Bingo!
This may seem obvious, but many companies don’t pay enough attention to existing customers once they’ve signed up. Look at them! Keep them engaged, coming back for ad on sales, upgrades and, hopefully, turn them into brand advocates.
Your social media channel
If they love your social channels, there’s a chance they’ll love your product or service. Create specialised social offers to get those names on your list!
Websites that have similar users
We’re not talking about your competitors, but complementary services that attract similar users to your business. There are great opportunities to partner up, hold a joint offer or host each other’s offers and share the data. Just be sure the users are clear who will have their information and how it will be used.
If you’re using Google AdWords, make sure the ads link through to a relevant landing page with a high value offer and form. Again it could be a free trial, a whitepaper or newsletter sign up. The most important thing is that it is relevant to whatever the users were searching for, as this impacts lead quality.
No one ever said all data collection had to be online. Sign up in store, at trade shows or expos. Have a stall at a relevant market, add them to your VIP program when they make their first purchase and get those names on your list! Don’t forget opt out options though!
Understanding the value of your list
You’ve got the list, now what? In order to better serve your customers, you need to know who they are and what they want – which is why effective data management and analysis are key.
Having a data solution that brings the numbers and names to life will help you make a personalised experience for each and every individual, and in doing so, make your digital marketing far more relevant, engaging and effective.
Need help with your list? Contact us on 1800 737 266 or firstname.lastname@example.org to see how we can help you achieve your goals.