Although many companies are working strictly with the latest communication channels, such as Instagram and WhatsApp, email marketing remains an efficient strategy for many brands and one that should be considered. First, because it's a less invasive way to get in touch with a potential customer in a personalized way. Just imagine a company calling you by name on your personal WhatsApp. Strange, isn't it? Second, it's an easy-to-measure tool for open rate, click-through rate, and unsubscribe rate, which helps generate insights for periodic improvements. However, before enjoying all these advantages, you need to build an organic email marketing list to send them out, right? Check out our content today with some tips on how to do this.
First of all, why an “organic list”? Purchasing a list of ready-made e-mails may involve illegal means – after all, it is not known how it was obtained, see the General Law for the Protection of Personal Data (LGPD) – and, even if achieved without violating any rights, it is not a recommended practice. This is because the emails listed are probably from random people, who you don't know the region or city they live in, how old they are, the consumption power they have, among other information. That is, there is no strategy to even know if these people are interested in your brand or product. In short, it's a shot aimed at quantity, with no intelligence involved, in addition to being a very inconvenient way to get in touch with a person. An authorization is needed or, at least, an exchange of emails between the parties, to avoid being repulsed by the brand or your email being marked as spam.
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With that in mind, it's understandable that building an effective email marketing list takes time. It is a process that does not happen overnight. For this, the brand needs to start providing relevant content to its target audience, something that strengthens its positioning. An interesting alternative for this are sending newsletters, with authorial articles and tips published on the blog. At the same time, it is important to also offer rewards to those who subscribe, such as exclusive promotions, loyalty dynamics or, in the case of B2B companies, notices about legal compliance with public bodies.
soft opt in and more! Discover some techniques to collect an interesting organic email marketing list
There are several ways to collect emails and they can happen simultaneously, including. One of them is what is meant by subscription "soft opt in”. This practice usually happens through professional contacts – networking – and occurs implicitly, without the other party formally authorizing via device (desktop or smartphone) the receipt of these emails. However, it is very important that there is prior contact with this person, so that they know at least what the brand is about.
On the other hand, the optionopt in” occurs when there is authorization by a device to receive company e-mails. This alternative can happen at the end of filling out a registration form, for example, where there are fields for authorization to receive news and promotions. After agreeing, you can also ask the user if he only wants to receive promotions and/or the desired frequency of emails. These questions also help you understand what to improve and categorize email lists according to your audience's preferences.
Also, one way that can not only help capture emails, but also help you understand the perception of your products and services is through online surveys. Imagine you launched a trial version of a shampoo on the market. The questionnaire will be very useful not only in the final formulation of the cosmetic, but in capturing e-mails from people who know the brand and are open to consuming your product. Therefore, sending them news and promotions makes perfect sense.
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In the case of B2B companies and third sector institutions, webinars and online events with tips and consulting are an interesting way to even strengthen the relationship with these people who may become partners or customers in the future.
There are also slightly simpler strategies, such as inserting popups to new website visitors, creation of landing pages with lead capture campaigns and the traditional way, of course, participating in offline events, such as fairs, and, at your stand, registering prospects to contact them later.
Building an organic email marketing list, as you can see, is hard work and, naturally, one segment can be more work than the other. However, it should be borne in mind that something solid and qualitative is being built, from emails that make a minimum of sense to that person.
Finally, it is essential that all emails sent have the option “opt out”, so that the person unsubscribes from the list and informs the reason. Generally, companies put alterations, such as disinterest, very constant submissions and never being asked to receive these materials. These responses after cancellation are very useful for rethinking recruitment strategies and improving them over time.
