Forms And Email Marketing Systems: Put Them To Work Together

Email marketing campaigns are part of the general marketing strategy in many businesses. Product marketing, promotions, advertising and other marketing efforts are all accompanied by email campaigns aiming to raise conversion rates and, thus, sales.

An email marketing system is a software tool that lets you handle contacts and their email addresses, send certain messages to recipients groups, compose and deliver newsletters. You can also build contact lists and track specific data like open rates, unsubscriber number, and overall performance of your emailing campaign.

The advantages of an email marketing system are as follows:
- it allows adding new leads anytime, which you can then handle how you wish
- tracking and measuring results is possible with this kind of tool
- it’s a fast way for sending out relevant messages to multiple customers
- it can be used for a variety of purposes: to send out newsletters, to run special promotions, to send an email that includes a coupon, to run a customer satisfaction survey, to ask for feedback on a specific topic, to follow-up on customers, and to send updates or special announcements.

While managing the contacts inside an email marketing system is not difficult, obtaining new contacts to include in your communication lists could be. Luckily there are ways to overcome this difficulty. Web forms are known for being great lead catchers. Hence, using them in combination with email marketing programs can attract great results for a business.

Form builders which integrate with one or more emailing systems offer their users a plus of functionality and a great support for users’ marketing efforts. Integration between the two software products works by sending leads from submissions to the email marketing emails. Each time someone generates a form submission, selected data like names and email addresses is sent to the email system and stored in its database/lists.

Newsletter subscription form

A few popular email marketing systems which can play a key role in enhancing customer marketing communication are MailChimp, VerticalResponse, Constant Contact, aWeber, iContact, ExactTarget, Enormail, and GetResponse. They all are basic tool partners when looking to manage contacts and to run email campaigns.

How does a web form help in enriching the email database with new contacts? As mentioned, a form can be configured so that each new form submission sends desired contact data to the emailing systems.

Most used forms for sending over data to email marketing systems are lead generation forms. These can take the shape of a contact form, a newsletter subscription form, a request quote form, a freebie form.

Email marketing & forms best practices

The border line between efficient email marketing campaigns and spamming can be quite thin sometimes. Thus, there are a few things you can do to have good results with your email marketing efforts.

First of all, allow subscribers to opt-out anytime from receiving messages from you. By not doing so, you’ll just make them angry and get yourself onto their black list among with other spammers. The unsubscribe option should be visible in all email messages you send to users, even if in fine print. You can choose between a one-step or two-step email unsubscribe.

Lead generation web forms often include a statement like “By filling this out, you agree to receiving occasional messages from which you can unsubscribe anytime” or a checkbox where respondents tick they agree in getting marketing messages from you.

If you want your lead generation forms to really gather new contacts, you might want to lower the field number on the forms. The more fields you have, the less leads you’ll get.

Your web forms can also include checkboxes, radio buttons or drop-down menus, which users can use to express their interest in what kind of messages they’d be interested in receiving further on.

Basically, if you use common sense in your marketing campaigns and don’t send your customers the same message repeatedly, then you’ll keep them willing to receive your content via email.

This entry was posted on Friday, April 4th, 2014 at 1:44 pm and is filed under 3rd Party Applications, Business Forms. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.

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