As an email marketer, your house list is one of the most valuable components of your BtoC or BtoB email strategy. Campaigns sent to those lists will regularly outperform almost any list you can rent or buy. Carefully cultivate your house list and it will reward your investment--in spades--in the long run.

Your house list can grow in many different ways, but it should start in the same place: at every significant touch point with your customers. While off-the-shelf direct email marketing software often lacks important campaign features, Silverpop’s software-as-a-service (SaaS) solution helps you maintain a technological edge in the marketplace.

Here are just a few great ways Silverpop can help you build your lists and improve your BtoC and BtoB email strategy:

Grow Your House List With Silverpop

Gather Opt-ins on Your Web Site
The success of any opt-in direct email marketing program begins with the gathering of email addresses. Ask for consumers' addresses during an e-commerce transaction. Or, as part of your BtoB email strategy, offer the incentive of an email newsletter, white paper or other valued content in various places on your Web site. Silverpop offers user-configurable opt-in pages at no extra cost as part of our standard product. Or, we can customize a preference center for you that will gather the information you need without intimidating registrants.

Co-registration
Allow customers to opt-in via a partner’s site. Silverpop can help you manage relationships with reputable co-registration partners, or we can build a co-registration site for you.

Cross Promotions
Combine efforts with other divisions within your own company, or partner with other companies, to drive additional opt-ins. Silverpop’s strategic services can help you navigate the regulatory complexities of cross-promotions and can help ensure the resulting data is loaded accurately into your lists.

Viral Marketing
Encourage your existing subscribers to share your messages with their friends and co-workers. Silverpop offers user-configurable Forward-to-a-Friend functionality as part of our standard product.

Email Change of Address
Keep your list of email addresses up to date as customers change jobs or ISPs. Silverpop has partnerships with firms who can scan your bounced customer records and provide you with updated email addresses.

Direct Marketing
Be sure to include your email registration Web page URL on all of your traditional direct marketing campaigns, and in television and print advertising. Silverpop can help you work with your offline marketing staff to ensure the opt-in direct email marketing channel is promoted and leveraged in all your marketing efforts.

Point of Sale
Capture addresses via a sign-up form at cash registers and at other visible locations in your stores. Or, have your salespeople and customer service representatives ask for email addresses in the course of customer communications. Silverpop has the experience to help you optimize your BtoC and BtoB email strategy for multi-channel opt-in programs.

Product Registration
Ask for email addresses on your standard product registration mail-in card or Web page to help build lists for your opt-in direct email marketing. Unlike using one-size-fits-all direct email marketing software, Silverpop will work with you to help you design both your materials and processes to maximize response rates from product registrations.