Some people like bungee-jumping, parachuting, spelunking. Others get excited by working the stock market, or playing blackjack, or traveling to dangerous places. There’s a rush that happens, a spike of adrenaline, when you’re moving out onto the edge, when you’re taking risks. It can be exhilarating.
That rush is not for everyone, however: and it’s certainly not for every situation. Because the last place that you and your company want to take risks is in customer acquisition.
Here’s why there’s so much risk out there. When B2C companies have inbox delivery problems, they’re typically caused by “new” email addresses coming from only 10 to 12 percent of the company’s acquisition sources. It doesn’t sound like much, but it adds up: these inbox deliverability issues are actually rampant due to risky externally sourced lists (list buys or rentals and bad appends) and ignoring opt-in best practices. But the reality is that B2C brands need to generate 20 to 30 percent new active email addresses to their opt-in lists every year just to maintain their list size!
So what’s the answer? How do you grow your lists without risking reputation and deliverability? How do you eliminate those risky sources and replace them with ones that will consistently deliver your best prospects and new customers?
One way is to look at how consumers—your prospects and customers—want to be approached and included in your customer acquisition management strategy. The shift in power from marketer to consumer that happened dramatically with the advent of social media has put the reins in the hands of the consumer. We can fight it, or we can make it work for us.
Let’s make it work for us. We can do it through giving prospects multiple touchpoints where they can indicate interest in a company, a brand, or a product. They may click on a link on their smartphone asking for more information. They may fill out a questionnaire on their computer before accessing some additional content. They may connect with a company’s Facebook page or respond to a tweet. There are myriad ways of communicating, and as many ways as there are to communicate, we need to give potential prospects that many ways to indicate interest … to opt-in to receiving more information.
As long as it’s done following best practices—making sure that unsubscribes are easy, making sure that email subject lines are not misleading, delivering what was promised to the consumer—then there won’t be negative impact to inbox delivery. Deliverability has everything to do with the prospect wanting more, and requesting more.
And if they ask for more on more than one occasion or in more than one way, then your deliverability has just improved exponentially!
At CertainSource, we triple-qualify prospects: they have to have, essentially, raised their hands three separate times to be included in your email list before you email them. This saves time, money, and cuts down dramatically. Email only those who want to be emailed? What a novel idea!
And the risk ? Leave that to the bungee-jumpers.