If you have an online business, the best digital marketing strategy you can have for your business is email marketing.
Email marketing is known to have the highest return on investment (ROI), which is why it makes sense to use it for your company.
However, the business success of your email marketing strategy largely depends on how engaged your email list is. Email list management is essential in order to build that kind of a loyal subscriber list.
In this post, we are going to talk about why it is important to manage email lists, and also what email list management best practices you need to follow in order to have a successful email marketing strategy.
An email list is of no use if no one on your list reads or engages with your marketing emails or marketing campaigns, as they are called.
Also, if your personalized emails end up in their spam folders, it could affect your sender reputation. This will reduce your email deliverability further.
Although not everyone will read or engage with every single one of your emails, it is important to periodically check your list and ensure that it is properly managed.
Now that you know the damage an unengaged contact lists can do for you, let’s look at the best practices you can follow to keep your list clean and ‘high quality’.
When you have taken the time and effort to build an email list for your business, it only makes sense to make use of it the right way.
There’s no point in bombarding your email list with marketing campaigns very often if they’re not even opening and reading your emails.
Although you have no control over how your email list engages with your emails, you do have control of who is on your email list.
We were talking a little while ago about the negative effect a disengaged subscriber has on your email deliverability and sender reputation. Take note of these best practices and management tools to get the best out of your email list:
Your first email to your subscribers is very special. It is the first time they have a personal interaction with your company. When a subscriber first signs up to your email list through your signup forms or optin forms, he or she is excited about your brand and eager to know more about your business.
A welcome email sequence can be set up through marketing automation with links to important blog posts on your website will start your relationship with the potential customer and help them navigate through your site better.
Personalise the emails and keep then short. Thank them for joining your email list and don’t forget to ask them to mark your email as ‘not spam’ so that your future personalized emails don’t end up in their junk folder.
Set expectations for your subscribers in the first email. Let them know how often you will be emailing them through the marketing automation and what kind of content they will be receiving from you. This also helps you segment your list and ensure that each subscriber receives only the emails he or she wants.
Give them clear links to contact you, adjust their email preferences, or even unsubscribe from your list if they want to in the future.
Keeping your list clean should be made a priority. It will help your email marketing strategy to be successful.
It is recommended that you clean up your email list a couple of times each year so that you do not have a bunch of unengaged subscribers on it. You could also monitor your bounce rates (both soft bounces and hard bounces) and clean up your list if you see an increase in your bounce rate.
It is important for you to remove incorrect or invalid email addresses from your list as this could affect your email deliverability.
Once you have removed all the incorrect and invalid email addresses from your list, it is time to reconnect with those people who are unengaged. This means the people who are receiving your marketing emails but haven’t read or interacted with any of your emails in a long time.
Re-engagement campaigns are a great way to get your inactive subscribers excited about your business again. Make sure you segment your list and only send these marketing emails to those subscribers who haven’t opened or read your emails in over six months.
You could offer them a discount coupon to your products or services or give them a valuable freebie that they would be interested in. You can ask them to re-subscribe to your list in case they still want to be on it.
This way only those subscribers who really want to benefit from your business will be on your email list.
People who aren’t interacting with your marketing emails are bad for your email list. They contribute to a higher bounce rate and a low open rate.
This is one important reason why you must have a prominent ‘unsubscribe’ link on your emails. That way people who are not interested in your marketing emails can easily opt out of your email list without affecting your open rates.
Although it may seem hard to lose all those subscribers from your list, it’s for the best.
If your unsubscribe link is not prominent enough on your emails, people will find other ways to stop getting your emails - they may send you to their spam folders.
Getting your marketing emails sent to spam folders will be very detrimental for your email deliverability, so you want to avoid this happening.
Having a clear unsubscribe link helps keep your users happy, even if they are not your target audience. Once your unengaged subscriber is off your list, you can prepare to send more meaningful and appropriate content to those who are still on your list.
This will help boost your business and bring you more returns for your email marketing efforts.
By shady methods we mean practices like buying email lists.
This is an illegal practice and you could be fined heavily for sending unwanted emails to people.
That being said, bought lists are of poor quality and may not have people of your target audience. That means you’re wasting your time and effort sending valuable content to people who don’t even care about what you have to offer.
Buying email lists may also cause you to get blacklisted. Never buy email lists!
A highly engaged and active email list will bring you great returns and make email marketing one of your most successful digital marketing techniques. Always remember that it is the quality of your email list that matters, not the length of your contact lists.
Use the tips in this post to build and grow an engaged, valuable email list that will bring your business success. Keep your list clean and grow it organically using the right techniques.
Try to re-engage with those who are inactive, and leave them an easy way to unsubscribe if they want to.
Doing so will make your brand memorable and valuable in the eyes of your potential customers!