Posted by: Kayla Wagner, Account Manager

A recent JupiterResearch/ClickZ survey of email marketers showed that 81% believed that their most effective tool for acquiring emails, both in quantity and quality, was their own website. Given this statistic, looking at how you drive people to your website in order to build those lists is pretty important. Whatever the channel, a prospect that sees your ad should have a clear call to action to receive more communications from you.

Further, be sure that once a prospect clicks from your ad, that there is an easy and clear path to sign up for your brand’s communications that is simple enough to make them want to fill out a basic form and submit their email.  Then, once you have that information, be sure to speak to your audience differently based on who they are. You can send a welcome email as soon as a person opts-in to start the conversation, and follow that with triggered messaging based on a prospect’s actions on your website.

Alternatively, if the user is a customer or client, you would want to send them a different message than that of your new prospect. The use of automated marketing tools can help you make this an easy process overtime.

If you spend the upfront time and strategic thought aligning your advertising – be it search, social, media or offline – with your approach to building your prospect list versus that of your current customer relationship program, you’re sure to see positive results. This isn’t an overnight trick, it will take time and investment, but it will certainly pay-off in the end.