Build an eMailable database

When it comes to lead generation too many organisations rely on third party lists (or poor quality ‘in-house’ lists).

The results are always disappointing and frequently appalling.

Well designed, updated and administered emailable databases will deliver results well above industry standards. If you are currently experiencing open rates below 15% and ‘click through’ rates lower than 10% then you may wish to read further.

What is an eMailable database?

Well it is more than a list of names and email addresses of ‘prospects’. A database consists of:

1. Individuals with whom you have an active or latent commercial relationship.

2. Individual, personal email addresses.

3. Individual permission to communicate via email.

4. Individual intelligence: you know exactly where the individual is in the buying cycle.

Note the use of individual: email marketing is not mass marketing. Organisations and colleagues who talk of ‘eshots’ and ‘email blasts’ just do not get it; they need education. An emailable database is a valuable resource that delivers regular revenue. A simple list will perform badly, damage your digital reputation and cost you money.

Jonathan Calver’s White Paper on ‘How to Build an eMailable Database‘ provides an insight into what it takes to start improving your campaign rates. If you would like it: Click Here

Building rather than buying your list.

When you build your own database you embed value:

1. It contains historical data: all the interactions you have had with the individuals in the database.

2. It is far more responsive than a ‘bought list’ or sending campaigns via third parties.

5 List Building Strategies:

1. Raid the Sales Team.

They might not like it at first but when you start to deliver real opportunities into their laps they will soon forgive you. Your sales team will have built up some serious intelligence on potential customers: it belongs to the company, not on a sales executives private spreadsheet, outlook file or notebook. Do not underestimate the level of authority you may need to extract this information. But the leads belong to the company, not the individual.

2. Purchase a list to get you started

Working in conjunction with telemarketing (either internally or externally) a bought list can provide you with enough information to start really building intelligence into your database. Remember, at this point you are not selling. You are simply getting enough information and permission to start email campaigns.

3. Telemarketing with a valuable offer

If you cold call someone, ask for their email address and permission to email, you will probably get a ‘No’. Hopefully it will be a polite, ‘not company policy’ rather than a short expletive! However, if you have a valuable offer of interest: a Sample, White Paper’, ‘Case Study’ etc. you are far more likely to get a positive response. And if the individual appreciates the offer, you will have started to build the commercial relationship.

4. Convert your Direct Mail list to an eMail list

Look at your most responsive, regular direct mail contacts. Working with them first to attain their email address should be relatively easy: they already have a relationship with you and should be willing to provide email addresses.

5. Use social media & website interactions to capture data

Many organisations have ‘subscribe to our newsletter’ options on their websites. But they don’t deliver that many quality leads. However, if you provide useful information through social networking sites (blogs, White papers etc). people will access that information and provide you with their email address as a quid pro quo. If you then match your communications to their stage of the buying cycle you will start to build a strong pipeline of potential business.

Take your time

Building a valuable resource like an emailable database takes time. Do not expect to have 30,000 individuals waiting to receive your next email in two weeks time. Rather, focus on quality. 200 good quality emailable records per month will deliver read rates above 40% and click throughs of around 30%. That will significantly improve your digital reputation. It will also improve the quality of the leads that are passed to your sales team.

If you would like to read the full White Paper Click here

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APM Digital generates business for clients. Our unique, knowledge based information gathering campaigns open meaningful dialogue with decision makers. We deliver qualified opportunities and set appointments for your field sales teams.

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