Four Ways To Use Your Email List For More Than A Monthly Newsletter

Your email list or customer list is your most valuable assets. This list is your bread and butter and there are more than one or two ways to use it.

Four Ways To Use Your Email List For More Than A Monthly Newsletter

Post written by Antoine Bonicalzi

The Director of Marketing for CyberImpact, the Canadian email marketing platform.

For most businesses, an email marketing strategy looks something like a sign-up prompt on their website and a monthly newsletter. If that is the case for your business, then you’re missing out on several ways of monetizing your email lists.

1. Create audiences for your paid campaigns.

Email lists can be used in two ways for digital ads. One way is to upload your existing list of email subscribers to either Facebook Ads Manager or Google Ads to create a custom audience that retargets those who get your newsletters with ads online and on social media platforms. In our retargeting ads at Cyberimpact, for example, we use educational YouTube videos.

Another way is to use those email lists to create what are called “lookalike audiences.” Facebook and Google have super powerful artificial intelligence (AI) technology that can analyze your list and create an audience of people who have similar demographics, interests and qualities as your current customers. In my experience, campaigns that utilize lookalike audiences provide some of the most qualified leads.

2. Amplify your social following.

Your email subscribers are your biggest fans. They are the customers who have signed up to receive updates, promotions and information about your business because they care. For that reason, they can be quick to respond to the content you send them.

Say you posted a new how-to video on your YouTube channel and want to get some early views before sharing it across your social channels. Sending the video out to your email subscribers is an effective way of getting your content in front of the eyes of your target audience, which in turn, will provide high organic reach from the moment it’s posted, boosting it to the top of news feeds.

On the flip side, social media can be used to build your email list. Hosting contests on your channels with a call to action (CTA) to “sign up for the newsletter to enter to win” is a great way to get your social followers on your monthly newsletter list or into a series of automated emails.

3. Drive website traffic and conversions.

From my experience, high-converting emails have one thing in common: an explicit CTA. Whether you use an email marketing platform or send emails directly from your inbox, adding links back to your website is crucial. Although it seems obvious, this step is often overlooked.

Simply telling your audience about a new product or feature isn’t enough to drive them to your website to learn more. Providing a link for them to get directly to the information they want is an effective way to drive website traffic and increase conversions.

4. Build quality drip campaigns.

Setting up automated email sequences — “drip campaigns” — is one of the best ways to nurture qualified leads and encourage them to convert. A drip campaign will typically work like this: 1) someone signs up for your newsletter on your website; 2) they receive a welcome email within a couple of days and every few days after; 3) they receive another email with information about your company, products and services.

Each email should link back to your website or social channels, based on the CTA. Successful drip campaigns reward subscribers by providing limited-time offers, insider information or exclusive events. This strategy helps build customer loyalty and creates brand ambassadors that will advocate for you and encourage their friends and family to sign up, too.

Now that you have these four tactics in your arsenal, you’re ready to optimize the use or your email subscriber lists. These tips will likely fit seamlessly into your email marketing strategy for as long as you continue to build your subscriber list.

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