Acquiring emails is the first stage in building your email list. The next step is gathering customer information beyond names and email addresses. But, how do you get more details without being privy or intrusive?
Many modern marketers find contact data quality enrichment as a challenge. Good thing there are many existing customer data acquisition tactics that you can use to help your email data enrichment endeavor. Before we dive into these tactics, let’s first understand the importance of email data acquisition and enrichment to your campaign.
Generic emails, although easier and less time-consuming to make, are not valuable and applicable to all of your subscribers. Let’s say you have an on-going limited-time-only discount for new subscribers. Sending the same promotion to old customers will make them feel left out and unvalued.
Statistics show targeted personalized emails equates to better customer engagement and increase in revenue. Customer information like age, location, and interests are essential data that lets you develop personalized content. It also allows you to classify and segment your email list into targeted groups. The more customer information you have, the better you can personalize emails, as long as you use the data professionally and ethically.
Now that you aware of the advantages of good email data quality, let’s now take a look at how you can gather customer data:
1. Use an Interactive Email Subscription Form & Customize Your Double Opt-in
Compared to traditional and pop-up sign-up forms, an interactive email subscription form is more fun and engaging for email subscriber prospects. But how does it work? One of the most popular interactive email sign-up forms is the Wheel of Fortune. The Wheel of Fortune will automatically pop-up when there is a website visitor, but it won’t spin unless the visitor enters the required information like email address and name. The visitor can have the opportunity to win a prize like free shipping or unrestricted access to a certain resource.
Once you have the data, the next thing you need to do is use a double opt-in form. A double opt-in form allows your newly acquired subscriber to confirm the subscription. The benefit of using a double opt-in form is you can affirm your list is interested in receiving and reading your emails. It will also keep your email list clean and bounce rates low because you are sending the newsletters to real email addresses. You can customize the double opt-in form to get more data. For example, instead of just adding a CTA confirmation button, you can include a checklist of subscription preferences and interests. This way you’ll have more accurate email subscriber data to use for segmentation and targeted content.
2. Start a Survey
You can learn more about customer and prospect preferences and interests through surveys. If you are not getting any feedback from subscribers, you can examine the content of your email. Are your subject lines compelling? Have you set the expected time frame for them to complete the survey? Is the intention clear? Did you disclose the reason for conducting the survey? You should also take a look at the length of the survey form you’ll be sending out. A 50-page questionnaire will make any subscriber lose interest. The key to better subscriber participation is keeping your survey short and straight-to-the-point.
To cut down the survey length, you should first list down all the customer details that you need. Prioritize more significant data like location and interests, and, for the meantime, skip and purge other details like job position and annual income -you can always add them to your next survey campaign.
3. Set-up an Email Preference Center
An email preference center gives your subscriber the opportunity to set and adjust the frequency and type of newsletter they receive from you. In addition to user settings, an email preference center also allows you to ask for personal data like name, gender, and location. You can also include a short checklist of what interests them.
An effective email preference center is short and straightforward. You should be able to capture customer information in a one-page form. If you want to get more in-depth details, you can set up more preference centers targeted at recurring customers.
If you want new and existing customers to use your brand’s email preference center, you can encourage them through an incentive program. For example, once you have acquired an email address lead, you can send an email that they can get a 10% discount code if they complete their details in the email preference center.
Having more customer information can help email marketing campaigns. You can use the collected data to effectively segment subscribers into different target groups and develop more meaningful and valuable content for each one of them.