ANA Creating Email Marketing Lists
ANA Creating Email Marketing Lists
ANA Creating Email Marketing Lists
EMAIL
MARKETING
LISTS
HOW-TO GUIDE
Creating Email Marketing Lists
HOW-TO GUIDE
Having a solid list of contacts is one of the most important factors in determining the success or
failure of an email marketing campaign. Read the following summary to understand how you can
build a rockhard list.
There are a number of ways to gain permission from your target. We recommend that you
explain the value of “opting-in” to the campaign and simply ask for permission. Permission based
campaigns that require an “opt-in” tend to have higher conversion rates, higher retention rates, a
better reputation with prospects/customers and more relevant campaigns.
Confirmed Opt-in – This method of permission is similar to the traditional opt-in but follows up
with an email to remind the customer of what they opted in for.
Double Opt-in – This is the longest way of obtaining permission. However, by using a double
opt-in, the recipient is giving you strong permission to email him/her and this often results in
higher retention rates. This method uses a traditional opt-in form, then sends an email requiring
confirmation that they did in fact register to receive the email marketing.
House Lists:
Rental Lists:
We strongly recommend that you build your own lists. However, if you decide to rent a list, make
sure you use a trustworthy source. In order to establish credibility, ask the following questions
before you rent:
Regardless of how you obtain your list, it is imperative to review all legislation before sending
an email campaign. If you would like more information on legislation in your country, schedule a
discussion with one of our research analysts today.
1 Offer
Offer an Incentive
2 Use
People will provide you with
their contact information when
they are enticed by something
3 Provide
that you can offer and they
can’t get otherwise.
5 Specify
6 Privacy
7 Stay Current
8 Be Compliant
9 Segment
10 Test
1 Offer
Use Many Different Touch
Points
2 Use
Website – Have a sign up form
easily accessible on each page
3 Provide
of site. Also include a check
box on value content down-
loads like whitepapers, tech
4 Choose sheets, etc.
Networking – Take advantage
of viral marketing. Encourage
5 Specify subscribers to use social
networks, widgets and “send
to a friend” options located on
all email communications.
6 Privacy
Events and Tradeshows –
Obtain permission from booth
visitors.
7 Stay Current
Post Cards – Offer additional
incentives to customers who
opt-in to your newsletter after
8 Be Compliant receiving a post card with a
unique URL.
Speaking Engagements and
9 Segment Seminars – Send a feedback
survey to attendees with opt-in
check box at the end.
10 Test
1 Offer
Provide a Preview
2 Use
Include a “preview” of the
message that they will be
3
receiving during the registra-
Provide tion process.
6 Privacy
7 Stay Current
8 Be Compliant
9 Segment
10 Test
1 Offer
Choose the Right Call-to-
Action
2 Use
6 Privacy
7 Stay Current
8 Be Compliant
9 Segment
10 Test
1 Offer
Be Specific
2 Use
Allow subscribers to select
their areas of interest when
signing up. If possible, give
3 Provide
subscribers a choice of content
using checkboxes.
5 Specify
6 Privacy
7 Stay Current
8 Be Compliant
9 Segment
10 Test
1 Offer
Post Privacy Policy
2 Use
Make sure your privacy policy is
clear and concise.
4 Choose
5 Specify
VIEW RESOURCE
7 Stay Current
8 Be Compliant
9 Segment
10 Test
1 Offer
Stay Current
2 Use
Provide an easy way for
subscribers to update their info.
3 Provide
4 Choose
5 Specify
6 Privacy
7 Stay Current
8 Be Compliant
9 Segment
10 Test
1 Offer
Be CAN SPAM Compliant
2 Use
6 Privacy
7 Stay Current
8
8 Be Compliant
9 Segment
10 Test
1 Offer
Segment your List
2 Use Yo
to
You may want to ask for data that
4 Choose
5 Specify
6 Privacy
7 Stay Current
8 Be Compliant
9 Segment
10 Test
1 Offer
Test your Opt-In Form
2 Use
Try different data collections and
determine if there are fields that
cause form abandonment.
3 Provide
4 Choose
5 Specify
6 Privacy
7 Stay Current
8 Be Compliant
Segment your
9 List
10 Test
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Templates to help you optimize your processes, add structure to your depart-
ment, and get your team punching above their weight class.
Manage your work visually with our easy-to-use platform, built for small
marketing teams by design. See what your team is working on at a glance
so you can spend less time managing projects and more time knocking
stuff off your list.
Through strategic partnerships with the AMA, ANA, and AIPMM, our
1,000+ time-saving tools & resources have become the industry standard.
Don’t start from scratch!
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