9 reasons why building an email database is important

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When Facebook and Instagram "go silent," you can sleep peacefully if you have email marketing included in your marketing strategy .


The temporary outage of Facebook and Instagram that happened to us a few days ago was a big warning to all of you who do business only through these platforms. In these unpredictable times, it is more important than ever to start building your email base and include email marketing in your marketing strategy. I use it regularly myself, because it is also a way for me to connect with my followers.


9 most important reasons why you need to build an email database and regularly include email marketing:


1. You are also in contact with your customers via email.

2. Reach in a relatively short time.

3. People read emails.

4. Email marketing is easy to measure.

5. Email marketing is affordable.

6. It allows for targeted messaging.

7. You can also work on brand awareness through email marketing.

8. Easily set the time to send the message.

9. Everyone (almost) uses email.


Graphic: Which channels are used most by B2C companies




Graphic: Which channels are used most by B2C companies





What are the key elements for success in email marketing?


1. Who is the sender of the email?


The name of the sender of an email is the most important factor influencing whether recipients will open your email. A survey of American consumers found that 42% of people look at the sender's name first when deciding whether to open an email.


The good news about the sender name is that unlike the content, it doesn't have to change with every email. However, you should spend some time optimizing it before deciding on a variant that suits your brand.


Whatever you do, make sure the sender name shows a real name, either the company name or the employee's name, and not just an email address. Don't use something impersonal like [email protected]!


Also, make sure the sender's email address comes from a trusted domain.


It's important to include your brand in the name. For example, if you want to personalize your email newsletters to let everyone know that "Tanya" is sending them, be sure to say that "Tanya from Small Business Marketing" is sending them for instant brand recognition.


Once you find your sender name formula , stick to it. Changing your name every time will confuse your subscribers.


2. Attractive email subject line


The subject line or email title is also crucial in email marketing, as it all depends on whether readers will click on the email you sent. To ensure that your emails are read from now on, I have given you some recipes in this e-manual acheter telephone portable on how to create an effective email title that readers will click on.

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Don't make the subject line something completely different from the actual content of the email. We see this a lot in the media, but don't use it.


Don't forget to include useful and interesting content in your email .


3. Attractive and interesting content and graphics


Even in email marketing, the message is the most important thing. The content (text and images) should be attractive and inviting, use plenty of white space, and a little humor sometimes doesn't hurt. The more your email feels like a personal conversation with a friend , the better it will perform.


Pictures speak louder than words, and that’s true for any successful email marketing strategy. In general, there should be more visuals than text in an email message, but it’s still worth putting energy into a good message.


You also need to consider the fact that users don't want to waste too much time reading.

They just want to quickly skim the content and get the main message. If you want to offer your audience a lot of content, don’t include it all in the email. Use a CTA (call to action) button to direct users to a landing page on your website where they can read the full article or the rest of the text.


Every email campaign should include a specific call to action, whether it's visiting your website, subscribing to an email, or making a purchase.

Always ask the user to respond in some way. The more you ask, the more compelling the content should be. The CTA button should stand out from the message so that the reader can easily see it and click on it without being distracted. Make sure these buttons are vibrant and visible compared to the rest of the message, while also being consistent with the design theme.


Since images are crucial, you also need to make sure they load properly and quickly for users . Use a file optimization tool to ensure efficient image loading, because if users wait too long for an image to load, they are likely to skip it or delete the message entirely.


If you plan to use this type of visual content in your emails , test it thoroughly on different platforms and make sure it's an image that can stand alone and still allow users to fully understand the content.


4. Keep your message tailored for all devices


Long gone are the days when all users accessed their email inbox only on a PC. Today, users are connected to email via smartphones, tablets, laptops... The way one person looks at an email is not the same as the way another person looks at it.


If you can optimize your email design, you'll ensure that all recipients, across almost every possible device and platform, will see your content as you intended. Mobile clickable elements should be optimized for touch screens , for use with a thumb rather than a mouse, and shouldn't require the user to do extra work (zooming in or out) to view images in the message.


While you can focus on a specific group of users, you should optimize your email campaigns equally for all users , meaning regardless of which device they check their email on.


5. Personalization


Personalization doesn't end with including a person's name and brand. Make the email feel like it was designed specifically for each reader.

If a user signed up for an email newsletter based on a specific blog post, you can segment them based on the relevant content they showed interest in.


By tailoring your emails based on relevance, your messages will be more effective because the content will be related to what originally prompted the interaction with your brand.


Graphics: Email Marketing for Small Businesses


Email marketing


PS A great way to build an email base is social media. Personally, I get the most emails from Facebook. I'll tell you how at the last online Facebook workshop this year. Book your spot quickly, as spots are filling up.