No matter how big your following is on Facebook, Instagram, X, or TikTok, all those platforms come with a risk—your account could be taken down at any moment, wiping out all your hard work. That’s why your email list is your most valuable brand asset.
Unlike social media, your email list is an owned marketing channel. It’s unaffected by algorithm changes, platform policies, or sudden shutdowns. It’s reliable, direct, and under your control.
Many businesses overlook email marketing, favoring flashier platforms. But the truth is, email marketing is a powerhouse. With consent-driven communication, it consistently delivers strong results, making it a must-have for any business looking to grow. If you want help building an email list or need expert strategies, reach out to Abervin Digital at+1 307-271-5184 or visit Abervin Digital.
The Power of Email Marketing: By the Numbers
Recent data from over 130,000 businesses shows just how effective email marketing can be. Here’s what you can expect from common email automations:
1. Welcome Series Emails
Purpose: Welcome new subscribers, showcase top products, and drive engagement.
- Average Click Rate: 5.93%
- Average Conversion Rate: 2.35%
- Revenue per Recipient: $2.61
How It Helps You Grow:
- Encourages purchases with discount offers.
- Highlights key products and features.
- Builds trust and long-term relationships.
2. Abandoned Cart Emails
Purpose: Remind customers to complete purchases and suggest similar items.
- Average Click Rate: 6.25%
- Average Conversion Rate: 3.31%
- Revenue per Recipient: $3.45
How It Helps You Grow:
- Recovers lost sales.
- Gathers insights on customer preferences.
- Converts interested browsers into buyers.
3. Browse Abandonment Emails
Purpose: Reconnect with visitors who viewed products but didn’t add them to the cart.
- Average Click Rate: 5.26%
- Average Conversion Rate: 0.81%
- Revenue per Recipient: $0.86
How It Helps You Grow:
- Brings visitors back for a second look.
- Provides useful data on product interests.
- Keeps your brand top of mind.
4. Post-Purchase Emails
Purpose: Confirm purchases, encourage repeat business, and promote other products.
- Average Click Rate: 3.88%
- Average Conversion Rate: 0.45%
- Revenue per Recipient: $0.28
How It Helps You Grow:
- Builds stronger customer relationships.
- Encourages repeat purchases.
- Increases loyalty and word-of-mouth referrals.
Best Practices for Building a High-Quality Email List
To make sure your email marketing is effective and stays in line with the law, here are some best practices. Think of your email list like a garden—if you plant the right seeds, water them regularly, and keep the weeds out, you’ll get a great harvest. Follow these tips, and you’ll grow a healthy, thriving list that drives business.
1. Stay Compliant with Email Marketing Laws
Imagine showing up to a party—at Ed Sheeran’s house without asking. Crazy… right? In the same way, you need permission to send emails to people. This is where laws like CAN-SPAM (US), CASL (Canada), and GDPR (EU) come in. These laws make sure you’re not sending emails to people who don’t want them. Here’s how to stay compliant:
- Get permission first: Make sure people sign up for your emails willingly. Don’t add people to your list without their consent.
- Easy opt-out: If someone doesn’t want to hear from you anymore, they should be able to leave easily. Always include a clear “unsubscribe” option at the bottom of your emails.
- Use double opt-in: After someone signs up, send a confirmation email to make sure they really want in. This is like getting a “yes” to an invitation twice—first, when they sign up, and again when they confirm.
2. Never Buy Email Lists
Buying email lists might seem like a shortcut, but it’s like buying a car without checking the engine. Sure, you get a list, but it’s likely full of people who don’t care about your business or even worse, might mark you as spam. Here’s why buying lists is a bad idea:
- It’s illegal and unethical: Sending emails to people who didn’t ask for them can get you in legal trouble.
- Bad engagement: The people on a purchased list don’t know you or your business. It’s like inviting strangers to your party—they’re less likely to be interested, and more likely to leave early (or mark your emails as spam).
3. Clean Your List Regularly
Think of your email list like a garden that needs regular weeding. Over time, some people will stop engaging with your emails or change their email addresses. If you keep sending emails to these inactive contacts, you risk getting flagged as spam.
- Remove inactive subscribers: If someone hasn’t opened your emails in six months or more, consider removing them from your list or sending a “win-back” email asking if they’re still interested.
- Win-back campaigns: Before removing inactive subscribers, send them an email to re-engage. It’s like checking in with an old friend to see if they still want to hang out. If they don’t respond, it’s time to part ways.
4. Segment Your Audience
Not all your subscribers are the same, so why send them the same message? Segmenting your audience is like giving different types of party guests what they enjoy—some like pizza, some like burgers. Tailor your content to fit what each group likes:
- Behavior-based segmentation: Group subscribers based on what they do. For example, you could create segments for people who have made a purchase vs. those who haven’t yet.
- Demographic-based segmentation: If you know a bit more about your subscribers (like age, location, or interests), use that information to send emails that speak to their specific needs.
5. Send Relevant Content
Your emails should feel valuable to the recipient. If you keep sending generic, irrelevant emails, people will stop opening them. This is like inviting someone to a party that has nothing they enjoy—they’ll stop coming.
- Personalize your emails: Use the data you’ve gathered (like their name, interests, or past purchases) to make the content feel more personal. Even small touches, like greeting someone by name, can make a big difference.
- Offer real value: Give your subscribers something they actually care about—whether it’s a helpful tip, a special discount, or early access to a new product.
6. Test and Improve
Email marketing isn’t a “set it and forget it” tool. Think of it like perfecting a recipe—you have to taste and tweak to get the best results. Regularly testing different elements of your emails can help improve performance:
Track key metrics: Keep an eye on open rates, click-through rates, and conversion rates to measure success and make adjustments.
A/B testing: Test one variable at a time (like subject lines, images, or call-to-action buttons) to see what your audience responds to best.
FAQs on Email List Management
Q: How often should I update my email list?
A: Clean your list at least twice a year, removing inactive subscribers and re-engaging them through win-back campaigns.
Q: What’s the best way to organize my email lists?
A: Create segmented lists based on subscriber behavior, preferences, and demographics for better targeting.
For more advanced email marketing strategies, or to get started building your list, contact Abervin Digital at +1 307-271-5184 or visit Abervin Digital.
