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The Importance Of Building An Email Database Of Your Customers

  • Written By Livie
  • Posted August 23, 2016
  • 2 minutes Read Time

Building an email database is essential for eCommerce. Not only is an email database a valuable source of relevant contact information, but it also provides the facility to segment and filters your eCommerce contacts according to their needs, responses and behaviour for more targeted marketing.

When a customer provides you with their contact details, they are signalling themselves as potential customers. These provisional leads are well worth following up because they indicate a reasonable level of interest in your Magento product or service. You can encourage subscription to your email list by offering a newsletter or a discount in return.

A free email marketing service such as Mailchimp allows you to integrate your email contacts with other marketing services and track the results. You’ll be able to see at a glance which customers opened a particular e-commerce email campaign you sent, and which links they clicked. You can tell the time of day that it’s best to send and analyse data including how many times they opened your email. It’s a good way to get to know your Magento customers.

Segmenting the contact details in your email database means that you can target groups of eCommerce customers who meet particular criteria. Singling out those who have already acted on a special offer means you can avoid duplicating content.

Make sure your Magento digital commerce store email has an easy opt-out for subscriptions. If customers see that they aren’t locked into your database, they are likely to feel more at ease with being included. Include a tag line in the email signature with a hyperlink for instant unsubscribing.

Remember you have a responsibility to use contact information wisely and in keeping with any promises you make in collecting customer’s details. If you have stated the information is strictly for your own business use, then you must commit to that.

Treat your email database as the valuable eCommerce asset it is.