Collect data and build your list for email marketing

Step three

Build A List Of Information And Target Audience,

Successful email marketing starts with a quality list, after all, Marketing 101 tells us that we need to know our audience.

Do you know your list?

Take some time to note what information you have now and make a plan for how to capture additional information over time, the more you know about your readers, the easier it will be to provide valuable content within your communications, for our example company, their lists currently look like this:

List Name Source of List Permission Status Known Fields
Customers CRM Yes Exported and ready name, address, phone, email
Product A


Trade Show No, need to invite Spreadsheet, ready name, email
Interested Prospects Website Yes Text file, ready email

Now think about what information you have and what you’d like to know about new prospects and customers, typical information below:

  • Demographics (marital status, income, location, etc.)
  • Interest area (product A or B, specific service, information, etc.)
  • Amount purchased, donated, etc.
  • Business info (industry, title, etc.)
  • Time frame for making a decision,


The most powerful aspect of email marketing software is that you can segment your contacts based on known information, letting you send targeted and personal messages.

1- Collecting Data at the Right Time

After you have determined what type of data you have and what you need, the next step is to determine at what point you collect that information.

Do you ask for it all up front?

Depending on your target audience, you may need to limit the amount of information asked initially so you don’t put customers off, here are a few additional times you can collect information:

1-Have the Thank You page ask for additional information post-subscription

2-Include survey questions throughout the life of the newsletter

3-Include a survey in the confirmation or welcome email

4-Prompt subscribers to update their information periodically

2- Plan for a Growing Email List

An important element of any email marketing strategy includes plans for continuing to grow the list, below are ideas for planned tactics to promote each newsletter ;

1-Include “forward to a friend” in all outbound emails

2-Drive all prospects to the website from all advertising

3-Have newsletter opt-in box in the checkout of e-commerce area of the website

4- Put website on all basic company docs: stationary, business cards, etc.

5-Have customer service ask all callers if they’d like to receive the newsletter

6-Include a link to the newsletter sign up form in email signature (all employees, especially support and customer service staff)

7-Add sign up form for the newsletter on the website in a prominent area.

Note, If you have no list and are starting from scratch we suggest:

-Start collecting email addresses from website.

-Appending email addresses to your existing prospect/customer database

Collect data and build your list for email marketing

Step Four

Organize By Department Or Group

So far we have reviewed the purpose of email marketing and have looked at how it can complement existing marketing activities and provide a way to capture new leads and help build relationships, you know your audience now, so the next phase of building your email marketing strategy involves getting organized internally.

After you have outlined how email marketing can fit into your own process and have identified your audience, you will start to see many opportunities of how to organize the information to reach your original goals.

A simple communication chart will help you understand the role of each of your external communications and will help you get a feel for the resources required to produce each item.

Here’s an example:

Communication Owner Audience Format Purpose Frequency
Monthly newsletter Marketing Customers, advocates, community, analysts Template Retention Monthly
Promotion update Product Marketing Prospects, customers Unique each time Acquisition As needed
Press release PR Journalists Stationary template Inform As needed
Industry newsletter Channel Marketing Prospects, customers Template Retention Bi-monthly

As you can see from this example, opportunities for email communications exist among other departments.






What is it that the CUSTOMERS want

“What exactly are they looking for?”

In order to be a successful one, a business needs to touch its customers in a way no other business can. Customers are the primary stakeholders in any and all businesses. Why so?

  1. Organizations are extremely dependent upon their customers. In case they fail to develop customer loyalty and satisfaction, it is very likely they will lose their customers, which translates into failure.
  2. … Because without customers, the organization would not have come into being.
  3. The main purpose of the organization is to fulfill the needs of the customers and satisfy them.
  4. The customers make it possible to for the organization to achieve its aims and objectives.

Thus, the ultimate success lies in listening and responding to the customers’ needs. Therefore, the importance of Customer Relationship Management cannot be stressed enough. It is essentially an important part of the overall business management.

Following are the steps that possibly all organizations must go through in order to build fruitful customer relationships:

  • Determine which of the customers’ needs and/or goals coincide with those of the organization.
  • Establish and maintain a bond with customers through effective communication
  • Develop positive feelings between the organization and the customers so that they know who to turn to.

However, during the course, the organization must not deviate from another one of their primary objectives – making a profit and moving forward. And on the other hand, customers want great quality for a reasonable price. Therefore, these two somewhat contradicting points must be very intelligently managed and a balance must be created.

The CRM can influence the organization in many ways – for starters, the main focus of the organization moves from their product to their customers (which, is pretty much the same thing but a little more specific). Additionally, this means restructuring the offer to cater to the customers’ needs, and not what the organization can make/offer.

It goes without saying that an organization’s success is governed by two things – customer satisfaction and making profits (as previously indicated). These two have an interdependent relationship – providing a better service to your customers than your competitors is likely to bring handsome profits. What makes CRM so effective? CRM is known to not only improve the service to customers, it also should also reduce costs, wastage, and objections and complaints. Moreover, a good CRM will also reduce staff stress significantly, this is a result of the reduction in attrition.

Through CRM, instant and extensive market research becomes possible since you are now open communicating with your customers, which helps you study the patterns in the market, much better than any market survey could give you.

It is obvious how great CRM also helps you develop your business: customers stick to you for all their needs; customer mix-up rates go down, recommendations to recent customers from increasing numbers of satisfied customers to help make them take decisions; and overall the organization’s service flows and teams function more competently and more merrily.

Customer Relationship Management (CRM), Almost Love


It was an honour for both Michael Krigsman and I to talk with Paul Greenberg , considered by numerous including myself as the Godfather of CRM, and the smash hit’s writer, authoritative book on client relationship administration (CRM) titled ‘CRM – at the Speed of Light, Fourth Edition’. In our video, we talked about the which means of being a client organization, advertising and social CRM, the pertinence of net promoter score (NPS) and above all the investigation of embracing.

Our examination began with what it intends to be a client organization. By and by, I observe the message to be exceptionally applicable and noteworthy in today’s joined, information sharing economy. I trust that makes an incredible showing of putting their clients in the cutting edge of their informing and vision.

All undertaking programming organizations have a considerable measure to demonstrate as far as indicating authentic client centre. Greenberg’s meaning of CRM at the least complex level: “If a client likes you, and keeps on loving you, they’ll keep on working with you. On the off chance that they don’t, they won’t. CRM’s occupation is to get this going.”

“CRM speaks the truth affection.” said Michael Krigsman. What is the reason for the names and data about your clients within CRM? The reason for existing is to find out about our clients and to enhance the importance of our discussions, including every social channel. Social CRM is presently in the standard. 96% of all advertisers have some cooperation with social as a work’s feature – as per B2B magazine, per Greenberg.

We likewise examined if the measure of client support as characterized by Net Promoter Score (NPS) is sufficient in today’s social period. The thought behind NPS is inconceivably straightforward. As we examined NPS, it was clear that it is the ideal opportunity for us to advance to another question, or set of inquiries, that moves far from goal to activity.

“NPS was fine for now is the ideal time; it’s opportunity is over. NPS depends on goal, which is not a measure of support. The activity seals the backer,” said Greenberg.

Paul Greenberg referenced Dr. V Kumar, writer of the book titled “Overseeing Customers To Profit” and the four vital inquiries for measuring client’s referral esteem. From a client lifetime worth perspective the more fitting things to ask include:

  1. Do you plan to suggest our organization/item to somebody you know?
  2. Did you really allude this item or organization?
  3. What rate of those you alluded got to be clients?
  4. How large portions of those clients are currently productive clients?

Taking into account research, just 1 out of 3 clients with purpose for backing really suggest organizations and items, said Greenberg. We did concur that the straightforwardness and direction measure of NPS has some worth for expansive referential and advertising studies.

We likewise discussed Paul Greenberg’s CRM Idol rivalry and how imaginative, littler organizations are attempting to enhance in the CRM space. There is additionally a versatile first pervasive way to deal with CRM arrangements.

The study of embracing legitimately:

  1. Please, no half-get around the neck, mid-section knocks
  2. Do not be hesitant to shut in — validness and excitement matters
  3. Throw your arms around a man and press

Organizations should really demonstrate that the adoration and appreciation their clients. Organizations can’t be reluctant to be open, straightforward and socially dynamic. Furthermore, ultimately, they must press themselves to win the trust of their workers and clients, with the reason for co-making esteem that is significant to their customers.

Email marketing : Define and set your goals

When it comes to email marketing, there’s more than one way to measure success, more than 290 billion emails are sent daily.

This figure is expected to reach 347 billion daily emails by the end of 2023, with this huge number that indicate the power of the marketing through emails, how conversion rates are impacted by a certain email, or how much website traffic is being generated, you can recognize the effectivity of each email marketing initiative.

But before just start sending an email for your customer or audience you need to understand customers, their expects and interests

build a suitable strategy for your goals relay on some data and research, sometimes a bit of trial and error.

Some Recent survey shows the highest ROI through email marketing tool,

Step One

Define Email Marketing

Before you begin to create your email marketing strategy, you should define what email marketing means to your organization.

If email marketing had existed in 1828 when Noah Webster first published his American Dictionary of the English Language, the definition might have gone something like this:

e•mail mar•ket•ingn. The use of email to deliver permission-based communications to build relationships, increase sales and improve customer retention.

The definition also mentions customer retention. Email is by far the most popular way to stay in touch with existing customers.

By providing valuable information and updates based on their interests, email can help build a relationship between the organization and the customer.

In General, We Can Get Standard Term Definition,

Email marketing is the act of sending a commercial message, typically to a group of people, using email.

In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It involves using email to send advertisements, request business, or solicit sales or donations.

But there’s a far more meaningful definition of email marketing: what it means to you and your business. Defining the purpose of email marketing for your organization is critical and will be the driving force for all other email activities.

Step two

Set Your Suitable Goals

The first important step it, to be able to expect and determine your goals of growth for each stage at this point ask yourself.

  • what you can present as a project or service and why?
  • what the audiences benefit through your project?

you need to find more deep related questions about what you work on, that will be clear if you give the answers.

Email can be seen as a tactical and inexpensive way to reach out to prospects and customers to quickly increase sales drive traffic to the website, by building a sound strategy you will be able to set expectations for long term success effectively

So here’s the most important question you need to answer: What is the purpose of email marketing for your organization?

-Other important questions to answer include why email marketing?

-What will email marketing contribute to your existing marketing efforts?

-How will your marketing efforts tie together?

-What is your current lead generation process?

-How will email marketing contribute to lead generation?

-Do you communicate with customers on a regular basis already?

-Does email marketing replace or complement any other communication strategies?

Lead Generation and Sales Cycle Analysis;

Basic Process Acquisition Retention

Word of Mouth


Trade Shows

Direct Mail

Thank You

Action Buy Download Register




Basic Process Acquisition Retention

Word of Mouth


Trade Shows

Direct Mail

Thank You

Action Buy Download Register




This diagram is a simple illustration of a lead generation process without email marketing. It shows visitors reaching the site and then taking a certain action.

Currently the only follow up is a Thank You page that may show a receipt or confirmation.

Define email marketing and set your goals

Let’s highlight some of the problems with this process.

1-Web-centric – there is no effort towards customer retention, It is a very transactional approach.

2-Lost opportunity – there is no collection of information for those that don’t act immediately. What about those conducting research who want to learn more about your offering or your industry?

On the next page, we’ll take a look at a scenario with email marketing integrated into the process.



Integrated Email Marketing

Word of Mouth


Sign up for Newsletter

Trade Shows

Invitation/Welcome Email and

Regular Communication


Direct Mail


Action Buy Download Register




Integrated Email Marketing

Word of Mouth


Sign up for Newsletter

Trade Shows

Invitation/Welcome Email and

Regular Communication


Direct Mail


Action Buy Download Register


This diagram mirrors the previous illustration but shows how easily you can use an email newsletter to capture leads that may only be researching at the time of the web- site visit.

Lead Acquisition

The newsletter sign up form captures prospects that may not be ready to take other

Actions, by creating a newsletter or other communication for this audience, you can begin to build a relationship with them that can lead to sales or other desired action in the future.

Without this regular communication, the contact could easily forget about your organization the minute they exit the website.

Customer Retention

For those that do take a desired action on the website, the process now includes a welcome email that invites them to stay in touch with your company.

Additional benefits of adding email marketing

To lead generation and the sales cycle:

1-reinforcement of the brand with continual communication

2-Regular communication improves customer loyalty

3-Feedback from tracking reports provides info on interest levels

4-Ability to communicate with customers/prospects based on past behavior

5-Drives traffic to the website