Direct response marketing, like any successful form of marketing, should form part of a measured strategy. Simply firing shots off into the dark, however, without any idea of who you’re targeting and why is likely to yield little in the way of returns.

An effective email marketing strategy is one of the most powerful tools available in the digital age. Even the greatest email marketing campaign, however, isn’t worth the (virtual) paper its written on without that pillar of direct response marketing – a quality email list. So how can you build and continually grow a responsive email database?

The Key to Email Marketing Success
In this article, we’ll examine some effective strategies for gathering information from both current customers and, more importantly, prospective clients in order to build, and maintain a strong email list.

1. To give is to receive
How many times over the last twelve months have you supplied your email address in exchange for information? Requiring prospective clients to register to gain access to protected areas of your website is an extremely effective method of gaining contact information.

Offer something exclusive – whether it be a report, ebook, video or some kind of interactive content. This is a great way of enticing both new prospects and those that have dropped off your current list.

2. It’s not all about online
Whilst the internet has both enhanced and forever changed the way we do business, it’s important not to forget that traditional offline channels still have a part to play in terms of growth.

A personal approach can often yield better results than an impersonal email – don’t be afraid to use any method of contact to ask for contact details. Be up front and explain what’s in it for them, your honesty may be rewarded.

Train staff to ask for an email during conversation as a matter of course, preparing them with a valid reason as to why your organisation would require the information. A little persuasive talking and a personal touch will pay dividends.

3. Incentives
A more refined version of the first point, offering some kind of reward-based incentive in exchange for information can be a pretty effective tool. We all like to get something for nothing, and if the reward is good enough, it may just be enough to cause someone to part with their valuable personal information.

Be clear as to whom the offer applies to – current/past clients, new prospects or both? Oh, and don’t forget this is a tool which can be driven through both on and offline channels.

4. Accessibility
For those that are willing to sign up, how easy is it for them to do so? Do you have a simple sign-up form on your homepage? Great. However, consider extending the sign-up interface to include links to social media pages, retail environments or via applications within the mobile domain.

A good direct marketing strategy involves a measured, step-by-step approach. You won’t achieve success in a single day, but by steadily adopting tried and tested methods over a period of time. Don’t be afraid to experiment – what works for one business may not work for another.

Remember – if no one’s reading, then no one’s buying! Contact us if you would like help in building your own email list.