Email, one of your best digital assets to collect and transform!Episode 1
4.3 billion people have e-mail … one of the most effective channels for acquisition …
For every 1 dollar spent, an average return on investment (ROI) of 44 dollars … a means of communication that reaches all generations …
We’re talking about email here!
When used properly, email can be a real communication opportunity for your brand to acquire and build a strong relationship with your audiences.
It’s essential to adopt the right methods to ensure responsiveness and performance.
From acquisition to transformation, here’s episode 1 of our article with a few ideas for key operations to kick-start the relationship with your new contacts:
1. The forms
The first step to successful email acquisition is to build a quality contact list.
Rather than focusing on quantity, concentrate on quality by collecting email addresses from people who are genuinely interested in your offer.
Use forms on your website with a proposition such as signing up for a newsletter, an event, or creating an account, for example.
You can also offer incentives upon registration, such as exclusive discounts.
When collecting data via forms, make sure you comply with current regulations on privacy and data protection (Law 25, RGPD…).
Finally, collect useful data and add specific criteria/preference centers to help you with segmentation and thus perform in your email marketing campaigns.
Sample registration form.
Canadian Tire account creation form
2. The site pop-up
Site pop-ups are still a highly effective way of capturing attention and generating leads. To ensure that the pop-up is as unobtrusive as possible, give meaning to the registration and be delicate in its appearance by determining the most appropriate location and trigger criteria. The power of digital advertising opens up a wide range of possibilities to suit your needs and your audience:
3. Download quality content
White papers, guides, checklists… all quality content that you can make available to your visitors to help them make new, qualified contacts.
Inbound marketing is an excellent traditional approach to arousing the interest of prospects and keeping in touch with your customers.
This can be done in a variety of ways: triggering a pop-up, a banner on a page of your website, a post on social networks… All points of contact will then redirect to an input form for retrieving your proposed content.
4. The landing page
The aim of a landing page is to convert a visitor into a prospect, by prompting a specific action.
As an ancillary page on your website, they can be creative in both content and design.
Landing pages are often used to promote the purchase of an item, or to sign up for a newsletter or an event.
Events, other than professional ones, are ideal for recruiting new contacts.
For example, don’t hesitate to use everyday events as inspiration for special operations such as the Advent calendar, Easter, summer vacations, world days, etc. These communications are particularly viral, and will help you recruit new contacts.
5. Your teams
An essential point of contact in customer relations and in the collection of new contacts!
Rely on your teams to develop your contact list by asking them to enter key contact data into your customer relationship management tool.
Finally, in all collection actions, respect the data protection rules of Law 25 by systematically obtaining the consent of your subscribers on-line and off-line, by being clear about the purpose of the collection and by offering the possibility of deleting data or an unsubscribe option via e-mail communications.