Properly management and maintenance of contact lists is crucial. Unfortunately, this is also one of the most overlooked components of effective email marketing. After having an organic list of high quality contacts, it is time to manage it well in order to ensure the overall integrity of the list that's constantly moving forward.
Maintenance of list is necessary for success of email marketing. Having hard / soft bounces and unengaged subscribers will negatively impact on your business' email deliverability and KPIs of email marketing. Listed below 5 best practices for managing and maintaining email marketing lists:
1. Welcome New Subscribers
This is one of the best practices for successful email marketing. Focus on setting up a triggered response email. It will send “welcome email” to all of your new subscribers. This is to thank them for subscribing and requesting them to add your email address to the approved list of senders. This happens in the event your initial email lands in a junk folder. You may want to inform them about ways to get in touch in the event they have any issues. They can also know how to adjust their preferences or opt-out altogether under circumstances they decide not not to receive any communication from your organization.
2. One Automated Mission Control Center
Your business must manage from a single mission control center. Managing multiple control centers are of no use. It is important to learn from each of the email marketing platforms used. This way, your clients can benefit from stats, lessons, and insights you receive from campaigns of other clients. Email marketing integration across all clients is a must to use this. Try managing various campaigns in a single email marketing mission control combined with built-in marketing automation. Remember that this platform needs to be one is capable of managing separate lists and subaccounts for all of your clients. It should also be able to aggregate reports for clients about their campaigns, automate various campaigns based on profiles, triggers, events and templates and helps you get a bird’s eye view of campaigns and experience.
3. Subscription Management
Researches have revealed that around 66 per cent of email users list frequency of emails due to unsubscribe. Hence, it is important not to lose a contact permanently, owing to the tiredness of receiving a certain type of email or a lot of emails. Efficient management of subscription facilitates users manage their email preferences. It also helps with customizing content they receive from you and/or manage the emails receiving frequency. The process ensures ability to a contact to “unsubscribe” from some specific kinds of emails as desired. One can also opt out completely.
Management of subscription facilitates your business ensure compliance with CANSPAM. It can also avoid losing a contact altogether in case issue is volume or content but not the sender. The best part is many of the reputed email service providers (ESPs) offers subscription management functionality. These are built in and users simply require enabling it.
4. Experiment With New Options
Once you have established yourself as an expert, it is common to swell with pride and get into the mode of stagnancy. Keep yourself from falling into this trap. You must focus on improving non-stop. You can always learn new things. Emphasise on testing brand new theories and try on some new channels. For instance, you can think of adding an SMS text message drop to an upcoming campaign. You may even add geotargeted content. The moment you locate a formula that works, stick to it. Also keep discovering new ones as you may get a formula that works better.
5. Maintain A List Hygiene
Personal hygiene is important in every sphere of life. Email lists are no exception. List hygiene is considered crucial to your ongoing email marketing success. This is one specific area that many businesses struggle. According to statistics, it is revealed that up to 25% of email lists can drop on an annual basis. People change jobs all the time. This also makes them change their email addresses. Hence, purging old, invalid email lists are extremely important.
You must focus on eliminating all of the hard bounces and recurring soft bounces from email lists. Remember that sending of invalid emails many times together can put a negative impact on sender reputation. This ultimately affects ability to reach the inbox of various contacts. It works to consider a purging process scheduled on a regular basis, such as weekly, monthly, or following each major campaign. The idea is to keep all of your lists clean and score of your sender high.