How to Build an Audience Through Email Marketing

By Teresa Becker, Strategic Field Marketing Manager, ExactTarget Australia

Email MarketingIn today’s day and age of mass communications and channels screaming for attention from every direction, it can be harder than ever to build a truly engaged audience that interacts with your communications. In a recent research report by Forrester Research, Shar VanBoskirk and Emily Riley claim that interactive marketing now accounts for 15 per cent of all advertising spend. Not only that, but they claim, “by 2014, 65 per cent of the world’s population will be mobile subscribers.” So how does your company get its fair share of attention and create a truly engaged audience? I can assure you it doesn’t start by buying a list or marketing to individuals without their consent.

Email is one of the most important ways to engage with your audience. Email is portable – and therefore has the ability to be checked on mobile phones, personal computers, work computers, tablets, and so on. Email is so important to us, in fact, that according to the recent Subscribers, Fans, and Followers: Digital Down Under report, 71 per cent of Australian consumers check email first thing in the morning, and 47 per cent check last thing at night. Understanding where your consumers start – and end – their day will help you identify how and when your audience will be most receptive to marketing messages.

So how do you grow this very valuable database of engaged subscribers? Content is certainly important. But perhaps the most important factor is engaging through relevancy and understanding where your customers are. I’ll focus on one area in this post that presents a huge opportunity for many companies, specifically those in retail, entertainment, travel, and even B2B – Social. 75 per cent of social users actually say that Email is the best way to communicate with them. Many companies have a Facebook page that they use as an engagement tools. But why not use this as a way to encourage your Fans to sign up for your email communications? Why rent a database from Facebook when you can own it with Email?

There are a few companies doing this exceptionally well, but one of my favourite examples is unexpected. Scott Miracle Gro does an outstanding job of engaging with Facebook Fans by providing a very relevant offer for a $5 off voucher for signing up to their Lawncare Update, which fans can do directly from Facebook. These fans are already highly engaged, but Facebook is a “rented” space whereas there email database is an invaluable asset which they can nurture and grow.

Have you thought about what social assets you have already – and those that can be leveraged? Consider ways that you can use space that you’re “renting” to continue engagement far beyond the social outlet.

Learn more from ExactTarget about how you can Grow Your Email List Using Facebook.

This post was provided by Teresa Becker, Strategic Field Marketing Manager, ExactTarget Australia.

If you’d like to learn more about digital marketing strategy, including email, enrol in ADMA’s short course now: Digital Marketing Strategy


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