RAAK_Blog-Header_ Emailmarketing

How to build a high-quality database, without bugging your contacts

If you ask any digital marketer about the core elements of a good email marketing strategy, they will most likely say: “a good, healthy database”. And right they are. But if you know that an average list churn of 25 to 30% is very common, building and expanding your database should always be high on your to-do list.

Unfortunately, marketers tend to build a database based on quantity first. It’s only at a later stage that the need for more quality becomes apparent. But no worries: we’ll show you how to strengthen the three stages of qualitative profiles with an innovative strategy.

raak_grafiek_profile_quality

1. IP tracking
Try building a clear profile before people sign-up. Be aware that, on average, your contact does not sign up for your newsletter on the first visit to your website. It takes multiple visits or other actions before they allow you into their inbox. But why not use the analytics you have gathered on their website path before they sign up? The principle is relatively easy: when someone lands on your website via an IP address you don’t know, simply create a new profile. By using an analytic tool you capture their interests and website frequency. When they decide to opt-in, you can match the email address with the IP address you already have a track record for. So when they sign-up, they are not total strangers, but you already have a history together.

2. Social plugin
Use social data at the sign-up. Instead of having them fill in an entire form of data, you can let them log in through their Facebook, Twitter or LinkedIn accounts. When your user accepts this, they just have to click one button to be signed up. You can then view their social profile, and build a more qualitative and refined user profile.

3. Buyer persona
The two above mechanics work well with new subscribers, but what if you already have a big database. No sweat - you can get more quality without even contacting your reader. What you need to do is look for typical buying personas. For instance: your best buying group are males between 25 and 35, and your secondary buying group are females between 45 and 55. When you know which personas are more likely to respond to your emails, you can extrapolate it to your entire database and even new data, creating high valued buying segments. 

Conclusion

When starting a new database, don’t just focus on gathering as much contacts and data as possible. Use the 3 above mechanics to refine the data you gather for each contact and build better email campaigns.

Posted on
May 29, 2015