Maintaining a mailing list healthy is vital to the success of any e-mail program. In one recent blog Influencing Karen Talavera of Synchronicity Marketing reminds us that “gold is in your list” and while that may be true, today’s consumers often use multiple email addresses. In addition to their primary addresses, they can have one dedicated to marketing messages, one for work, another at school, and family accounts, even shared. Not only are they running a personal inbox is overflowing, but also several inboxes. – Most of which are probably too overflowing
However, consumers are still attracted by email. According to an Adobe survey, consumers say they spend up to six hours checking emails per day. It is always the digital marketing workhorse and how the favorite merchants reach their consumers. Here are some helpful tips to ensure that you are able to achieve and maximize the investment of “gold nuggets” in your list:
1. To acquire email addresses legitimately
sure to subscribers want to hear you. Before sending e-mails, be sure that the way you are getting the address is legitimate. Do not buy lists or add email addresses to other data that you may have about your customers. Best practice – and in some cases the law – it is necessary to obtain the express consent of everyone you send emails. Sometimes it is better to send an email to confirm the email opt-in addresses to ensure the customer intended to subscribe to your emails. There are some days, I entered to win a trip to Jackson Hole with a promotion that one of my favorite brands was running. Two days later, I receive a dedicated email for young, hip fathers. I unsubscribed immediately. I’m certainly not their target audience. Ensure early subscribers on your list really want to receive your e-mail is the best way to maintain a healthy and clean list.
2. Remove Rebounds as they Happening
Monitor rebound newspapers carefully, and when an email does bounces hard, remove it immediately. Do not make the mistake of trying repeatedly to send it in the hope that it will succeed to offer. Set your system properly so that after a hard bounce back to you at this address. If you are not sure of the rebound policy of your mail provider, check with your deliverability team.
3. Eliminate invalid addresses
Consider investing in third party technology. The identification and elimination of invalid addresses – meaning those who do not exist and will not deliver – before you send emails to them is a key step in maintaining an email list in good health. The best time to do this is at the time of acquisition or immediately after. When integrated point of sale or on a Web site, users can catch their mistakes and update them while they are still engaged. Keep in mind that this does not absolve you remove rebounds or sending opt-ins – it’s just another tool in the box. If you are afraid of damaging your reputation – say you have acquired addresses the point of sale, for example – the identification of invalid emails can help. The good news is that a number of high tech companies are there to help you do things. Reach out to your deliverability team recommendations for the best services available.
4. Beware of inactive subscribers
There are many reasons why subscribers can suddenly become inactive and it is not uncommon for people to be engaged with a brand one day and not the next. Maybe they bought a product they were looking and no longer has a relationship with your brand. Whatever the reason, your emails are no longer relevant. Inactive subscribers harm your list. They are not binding, they are not opening or clicking, and you send them endless. At best, you junking their inbox -. But at worst, you could damage the reputation of your brand or consumer relations
How do you handle inactive subscribers to an email list healthier? While the solution is different for everyone, the basic rule is that you should reduce the frequency of emails sent to subscribers who are not engaged with your brand 6 to 12 months. Determine the level that is appropriate by asking someone who is familiar with your program as an account manager or deliverability team. Use data to segment audiences through other channels or place them in different communications from your day-to-day sent.
5. Look for opportunities recommitment
Among the many ways to attract new interest inactive subscribers, we simply ask. Send a request email subscribers if they still wish to receive communications from you. Let them know that – to their advantage – if they do not choose to return, you will remove. Invite them to choose through a center of preference or try to send new messages. If you are still not reaching a commitment, consider contacting users through other channels such as sending mail pieces that drive them to a local store or an online action or contact them through social targeted advertising ,. The test is a key element of the process. Test everything – from the subject line to closing and beyond. There can encourage rehiring; you just need to understand what works for specific segments. However, at the end of the day, it is correct to say goodbye to subscribers who no longer want to receive your emails. They produce decreasing results on your list and no longer gold nuggets.
Too often I saw the marks of trouble trying to reengage with very old lists, purchase lists, or sending blindly subscribers who are not engaging. If your clutter list needs a deep cleaning, chances are there is an in-house solution that allows you to watch what you have done from start to finish to both identify and prevent future errors. Analytics, combined with an integrated customer view, you can see how your customers interact with you through the channels and the best way to engage them. Use data to drive meaningful conversations and have a warming up process for new subscribers. Keep it legitimate, remove invalid emails, and pay attention to inactive subscribers for a healthy, robust email list that is sure to deliver.