Email-list maintenance has long been a royal pain the arse for internet and email marketers. It is however a necessary evil that must be done to maintain your good-sender status and keep your stats clean.
Never fear though, once again—we are here. Here are the critical (and EASY) steps to keeping a clean (and effective) email list:
Be too Legit to Quit
When you build and expand your email list the only proven way to keep it clean and maintain a safe sender reputation is to have opt-in only email addresses. Ill-gotten email addresses will only cause you harm, and if you have ever tried buying lists then you know how crappy the results are anyway. So step 1, keep it clean by obtaining legitimate email addresses via your website, social-media accounts and referral subscribes.
Welcome new Users via a Double Opt-in Process
If you don’t have a welcome email for all new subscribers that serves as a double opt-in then your missing the proverbial boat. A double opt-in welcome email will ensure that you pass their spam detectors while confirming their email address and encouraging participation. Don’t be afraid of this, they just opted in the first time, so they will do it a second time too. Strongly consider addressing email settings in the welcome email to let them customize the info they receive and the frequency with which they receive it.
Don’t Hide your Unsubscribe
Too many email marketers hide the unsubscribe button in hopes of retaining emails on their list. This doesn’t work and it hurts your reputation when recipients send you to the dreaded spam folder or blocks you entirely. Instead make your unsubscribe button clear on every single email. If losing subscribers is an endemic problem for you then consider revamping your content. If you are STILL worried about unsubscribe numbers then after they request an unsubscribe use a double opt-out feature that first asks them if they would like to edit their email settings before unsubscribing. If they still want to unsubscribe then you are required by law, and by conscious, to let them.
Make Editing Email Settings Easy and Commonplace
By now you probably understand our insistence on email settings. They are critical to email marketers and should be much more commonplace than they are. Using detailed settings will allow your users customization that will keep them engaged. It will also help you segment your list like a mofo.
Segment your List like a Mofo
I surely don’t have to explain the importance of list segmentation. You undoubtedly understand how important targeted marketing is to the sales cycle. Without it, pushing your email lists through the sales cycle will be extremely difficult and will be more like throwing spaghetti against the wall to see what sticks. On the other hand good segmentation is like shooting fish in a barrel.
Segmentation takes time and effort though. It means keeping an up-to-date database of lead intelligence and using it for highly-targeted emails. Your list will thank you with increased business.
Re-Engage like a Pro
Email lists, unfortunately, become stale quicker than day-old bread. You likely have throngs of emails on your list right now that haven’t engaged with you in some time. You need to create a re-engagement email(s) that will warrant their re-engagement and participation. If this doesn’t work then take them off your list because you are likely in their spam bin or are blocked anyways, and, it is only hurting your sender reputation and screwing with your stats as a marketer.
Follow the above—regularly–to maintain a clean, healthy and effective list. Strongly consider putting a marker in your CRM or calendar to remind you to regularly scrub your email list, because you will forget as you become entrenched in other projects.
For more tips n`tricks for email marketers, click here.
Robin Wilding is a professionally trained Canadian journalist striving to bring journalistic-era intergity to online media. She has a second degree in Political Science--with a focus on International Relations and the developing world. Currently Robin is a contributor to several technology publications, including Brajeshwar.com, SocialTechnologyReview.com, HostingIndustryWatch.com, AnimationCareerReview.com and CompareBusinessProducts.com. She also works for several web developers; and does ghost writing for several high level executives within the technology sector. Robin's work is showcased in her portfolio: http://shownd.com/robinwilding
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