A successful email marketing strategy depends on having a strong, clean list. Email list management encompasses a number of actions you’ll want to master in order to grow a loyal list of subscribers. From managing bounced emails to adding double opt-in signup forms and creating re-engagement campaigns, the goal is to grow your subscriber base with engaged opt-ins, turning browsers into shoppers and prospects into customers.
Keeping your list engaged
Keeping your list engaged ensures your email campaigns earn the results you’re looking for. If no one opens your emails, then certainly no one’s reading them either. Plus, sending emails Italy Phone Number Data only to have them wind up in spam folders or go to nonexistent addresses will negatively impact your sender reputation as well as that of your IP, lowering your deliverability rate.
The inevitably of churn
Email churn refers to the number of people who leave your list through unsubscribing, report you as spam, have undeliverable addresses (resulting in bounces), or don’t open your emails at all. Either they are not engaging with your emails, or they have disengaged from your brand altogether. While some churn seems inevitable, using email list hygiene best practices will help rejuvenate your list and slow the churn to a manageable rate.
email list management best practices
Email list hygiene is a necessity for a successful email marketing campaign — especially to get the results you want. These six management techniques will help you keep your list up-to-date with engaged subscribers, increasing your ROI and meeting your KPIs.
1. Warmly welcome new subscribers
Start engaging subscribers at their first contact with you, when their experience is fresh, and their excitement about your company is at an all-time high. Begin by sending an automated welcome email or series of emails triggered by their opt-in.
The first welcome email should thank your subscriber for joining your list. Be sure to ask them to “whitelist” your email in their address book, so you can stay out of the spam folder. Take the opportunity to personalize this welcome series as much as possible, direct subscribers to your best content, and aim to make them feel welcome and invested in your brand.
This welcome email also gives your the perfect opportunity to let your subscribers know how often you’ll be messaging them and with what content. So, be clear about how your subscribers can contact you, adjust their preferences, or unsubscribe.
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Listen to subscribers’ messaging preferences
In their research of more than 2,000 consumers, closely reflecting U.S. demographics,
MarketingSherpa reports that BQB Directory consumers most often cite receiving too many emails as their primary reason for unsubscribing to lists.
By allowing subscribers to easily choose the frequency at which they receive your mail, you’ll take the guesswork out of segmenting, and keep subscribers engaged and happy to hear from you. Giving subscribers the option to unsubscribe from emails they don’t want, while staying connected to the content they do, is a great way to show your contacts how much you value your relationship with them.
