Fact: Your company’s email program will only ever be as good as your contact database.
No matter how great your emails are, eventually your contacts get married, change jobs, or receive promotions; their companies go out of business or merge with entirely different organizations.
Slowly but surely, you’ll be left with inaccurate and unreliable data.
If you aren’t diligent about database maintenance, you’ll run your email marketing program into the ground.
So how do you grow your email list while combating rapid data decay? Fear not—we’ve put together a list of the five best ways to keep your database full and accurate.
1. Cleanse your database regularly.
First and foremost, prioritize database cleansing. There’s no point in growing your email list if you don’t have a strategy to maintain the data you collect. Consider the following:
- Up to 25% of B2B database contacts contain critical errors (source).
- 40% of business objectives fail due to inaccurate data (source).
- 1-10-100 rule: It costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done (source).
- 62% of organizations rely on marketing and prospect data that’s up to 40% inaccurate (source).
Establish controls within your organization to manage how data is entered into your CRM and work with a database cleansing service or solution to regularly audit your database and keep your email lists up-to-date.
2. Highlight your subscription box.
Don’t hide your subscription box in the footer of your website—you want to make it as easy as possible for visitors to subscribe to your emails.
Not only do you want your subscription box front, center, and above the fold, but you should also include it within all website content. This includes blog posts, whitepapers, and eBooks. The reason for this is simple: if someone’s enjoying your content, you should give them the opportunity to read more—by subscribing to your email list.
3.Include the option to ‘opt-in’ on all web forms.
Whether someone’s signing up for a free trial or filling out a ‘contact us’ form, give them the option to opt-in to your email list. This person is already expressing some sort of interest in your company, capitalize on this!
4. Gate your best content.
Have a whitepaper or eBook that’s performing exceptionally well? Put it behind a form and ask readers to subscribe to your email list to get access to premium content. While we don’t recommend gating all content, picking and choosing certain pieces gives readers the feeling that they’re receiving an exclusive offer.
5. Offer a discount.
Speaking of exclusive offers—give your prospects and customers a discount for subscribing to your emails. Whether it’s 1$ off or a free week of your product, people appreciate a good bargain.
6. Take it offline.
The internet offers an easy way to get new subscribers into your CRM, yet, you can collect some of the best email addresses in person. Whether you’re meeting with a prospect for lunch, having a casual conversation on the train, or hosting a massive marketing event, always collect people’s business cards. This might seem old school, but it works.
7. Work with a data provider.
While it’s great to collect email addresses organically, you should also work with a data provider. Leading data providers can analyze your existing database and build email lists matching the characteristics of your best buyers—people who will be interested in your business’ content and communications.
For more information about running a successful email marketing program and maintaining your marketing database, contact ZoomInfo today.