Email marketing can drive sales, but you need enough people on your contact list to make an impact. Companies with a big enough email list can launch a product and push sales near immediately. And that there is the level many marketers and organizations aim to reach with email marketing.
However, building an email list is tough, and it can take years to reach a healthy level. The great news is that there’s a way to speed things up by better leveraging your website traffic, which this article covers.
First order of business: Get an email marketing software
If you don’t already have email marketing software, it’s time to get one. You can’t conduct email marketing effectively without a robust platform with the proper growth tools. Email marketing platforms also provide some level of deliverability assurance, preventing most of your emails from hitting spam folders.
When it comes to email marketing software, the most important thing is choosing the right one for your needs. Ideally, it would help if you got something like Benchmark, which provides a drag-and-drop editor for designing and sending emails. It also offers automation, personalization, and tracking, among other excellent features.
Another unique platform is Constant Contact, which comes with all the features mentioned previously and much more. The platform offers features beyond email marketing, such as a website builder, logo maker, and online store, among others.
The fastest way to grow your email list: Get Emails
Get Emails is a breakthrough technology that can identify some people who visit your website and provide you with their email addresses. The company only provides the email addresses of users in the USA since the entire process used to acquire the data is only legal there.
All you have to do is integrate Get Emails on your website to get started, but how does it all work?
How Get Emails works
First, let’s look at the following technologies for a complete picture understanding: de-identification and identity resolution.
Identity resolution is a process used to collect and match unique identifiers across devices and touchpoints to help brands gain a unified view of consumer activity and provide omnichannel experiences. In other words, it creates a connection point between all user interactions online and offline, including past and present.
Identity resolution works by tapping into ID graphs (or identity graphs), which customer identity technologies use to resolve identity. Think of an ID graph like a database that houses all known identifiers, each correlating with individual consumers.
Throughout a consumer’s journey across platforms, one or several personal identifiers may become associated with that person. These identifiers may include physical addresses, phone numbers, email addresses, device IDs, customer IDs, account usernames, and several cookies in browsers.
An ID graph collects all of these identifiers, connecting each to a customer’s profile and related data points, including behavioral data, such as purchase history and browsing activity.
Worth noting is that there’s no standard model for ID graphs. Vendors use ID graphs with different compatibilities – specifically, matching methodologies, customer profile, speed, and control. A brand can own an ID graph or use ID graphs assembled by advertising partners, social networks, or other entities.
Advertisers remove personal information from records or data sets to protect a user’s privacy through a process called de-identification.
Once an individual’s data is de-identified, the information is considered as no longer containing personal information. That’s partly why some health records can be made publicly available. And ads can follow consumers across Internet platforms, email, mobile applications, and other applicable channels.
The purpose of de-identification is to protect the privacy of consumers while promoting commerce and data-driven innovation. With de-identification, data that contains personal information is processed to create a new dataset (‘de-identified dataset’).
That means the original individuals can no longer be reasonably identified using the de-identified dataset alone or in combination with other information. No individual names, birth dates, and any other PII (Personally Identifiable Information) will exist in the new data set (typically, both direct and indirect identifiers are de-identified).
Therefore, data can be shared a bit more freely. For example, a business can share de-identified data with its marketing department without worrying about compromising consumer privacy. Similarly, a website can share de-identified data with advertisers.
With that all noted, there’s still some risk of re-identifying individuals from a de-identified dataset (‘re-identification’).
How Get Emails pulls data using identity resolution and de-identification
According to the founder and CEO of getting Emails, Adam Robinson, Get Emails pulls email addresses via the following process (not in exact words).
Get Emails is part of a cookie pool – several email marketing companies (e.g., HubSpot, Sendinblue, etc.) sell ‘click’ and ‘open data’ to vendors as a way to enhance revenues. For instance, when an individual opens an email from a particular service provider and performs a link click, a cookie is left on the browser. That cookie typically contains their email address in a de-identified form.
Every email address is encrypted using MD5, which makes it impossible to view with the naked eye. MD5 is the email marketing industry standard for converting sensitive email data into “hashed” numbers, allowing brands to share data for scrubbing without compromising confidential addresses.
However, when users visit a website that has Get Emails integrated with it, the company can unscramble the MD5 email address. Get Emails has access to a database of a lot of emails in the USA. It converts all of those emails into MD5 encrypted data and combines it with the data extracted from the cookie. Then the company uses a VLOOKUP (virtual lookup) to unscramble the data.
Needless to note, it sounds like a very complex process and beyond the scope of this article to dive deeper. The crucial thing is that you can grow your email list much faster by putting Get Emails to work.
Tips for using Get Emails effectively
- It’s important to remember that using Get Emails to, well, get emails isn’t the same as traditional opt-ins. The owners of the email addresses you receive did not subscribe, so treat these contacts as you’d a cold email prospect.
- Consider adding contacts from getting Emails in a separate group and then reach those people with tailored messaging. For example, a B2B services organization can send each person a thank you note with a headline like “Thanks for stopping by” to begin conversations. Similarly, an eCommerce brand could send a quick discount offer to get the ball rolling. Aim to build trust with these prospects over time.
- Ensure you integrate your email marketing software with getting Emails for the best results. Doing so enables suppression, meaning that the platform will avoid adding emails you already have in your contact list.
- As an alternative to integrating your email marketing platform, you can manually upload a CSV file containing contacts you’d like to suppress.
- Regularly scrub unresponsive prospects from your contact list. One to three months is usually a reasonable timeframe, though it will depend on the frequency of your emails and objectives.
The key to fast subscriber growth is to offer users multiple opportunities to become subscribers before leaving your site. Only having the opt-in forms on the sidebar or footer of your web pages won’t cut it. It would help if you had other tactics like running social media contests, creating multiple lead magnet landing pages, popups, and of course, integrating tools like Get Emails.
Increase the opportunities people have to subscribe while staying within the confines of the law and watch your list grow much faster.