The Power of the Email Database

Email marketing allows brands to do more than deliver marketing messages directly to subscribers. Growing your email database – and gaining access to increasingly walled-off personal and professional inboxes –  will focus your marketing efforts on the most receptive group. At Blade, we get it. Big time. While the industry standard for email open rates sits at 16.48%, ours sits at an average of 21.44%. Check it out.

If you think email is a marketing afterthought, it means you haven’t thought about it enough.

Building Better Communities

Many brands believe they can replace email marketing with social media. However, as Joe Pulizzi explains, “an email list is critical because you can’t build your content on rented land.”

What he means is that you do not truly own any of your social media profiles or pages, and you have limited control over them. Here’s why: only 2–4% of your Facebook audience sees any given post you create. Your only option is to invest money to ensure people even see your content, but you must remember these platforms are always changing.

When you use email, although it might not seem like it, there are less competing messages and updates in the feed. While the stakes are higher in an inbox, you have a much greater chance of catching someone’s attention if your content is relevant. Your email database is a collection of the most engaged and invested members of your audience. So while it’s the best way to generate continued interest in your brand ,it’s also easy to alienate them. It’s a difficult tightrope to walk, and most people fail because they do not respect it.

While someone following your social presence has value, the average person is much more guarded with their personal or professional email. But when a potential customer opts-in to your email subscription, they’re doing more than showing an interest in your pictures or videos. They want to know what you know, you know; to benefit from practical or just fun insights. It helps if you think of your email database as an exclusive neighborhood in your own brand community.

Related Article: Your Email Marketing Requires a Revolution.

What Do They Want? They Want More!

According to Corey Dilley from Unbounce, “email marketing consistently generates 80-90% of our landing page traffic when we launch a new campaign, piece of content or product feature. Email allows us to engage our audience in a creative, personalized way that blog posts or tweets can’t.”

That’s what people want in their emails: exclusive content, and targeted offers. They’ve heard what you have to say, and they want more. More relevant. More personalized. More value.

In terms of content, having email-unique content is preferred, but if you have a vast library of content, people like to see things that are new to them. Whether it comes in the form of downloadable white papers, infographics or videos, keep your audience engaged and you’re more likely to attract referral subscribers. This is what drip campaigns are used for: designing interlocking consumer journeys for content delivery.

Think of your email database as an exclusive neighborhood in your own brand community. Click To Tweet

If your audience is anywhere near the average, your database degrades at a rate of 22.5% a year. That means if you’re not creating content that engages your audience, while also attracting new members, you’ll find your audience slowly disappearing month after month.

To build a database, you must promise and deliver the offer of intriguing content. To maintain the database, you must consistently deliver upon this promise and respect the privileged access you have earned. If you don’t take this seriously, you’ll alienate your most devoted community members. At Blade, we know how to do it. Subscribe and judge for yourself.

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Nick Rayner

Nick Rayner

With years of experience in content creation, digital marketing and working with emerging brands, Nick embraces the Social Media and Content Manager role with gusto.

nickrayner has 21 posts and counting.See all posts by nickrayner