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MediaPost – Five Resolutions To Grow And Maintain Email Lists


MediaPost – Five Resolutions To Grow And Maintain Email Lists




By: MediaPost

The holidays have come to a close, and email marketers are reveling in their swelling lists of new customers.

While no one likes a party pooper, here’s a sobering thought:  Each year email marketers lose roughly one-third of their email addresses to list churn, bounces, unsubscribes or spam complaints, according to the Email Experience Council.

With addresses on email lists turning over every three years, growing email lists must be a priority for marketers.   Good list maintenance will help reduce churn while giving you a more accurate view of your delivery, open and click-through rates.  A clean list also will ensure that you’re in compliance with CAN-SPAM laws.

Growing and maintaining lists is not difficult, but it does take effort.  To make the process easy, I’ve developed five New Year’s resolutions for growing and maintaining email lists.

1.  Find out what subscribers want.  Send out a brief survey to your subscribers to determine what kind of material they want to receive from you.  Some subscribers may want coupons and offers, while others are looking for recommended practices or how-to information.  Segment your list based on your customer’s desires.

2.  Offer a refer-a-friend incentive.  Subscribers like to share good content, especially if they receive something for spreading the word.  Grow your list by offering an incentive to your subscribers for getting their friends to sign up for your emails.

3.  Increase your sign-up opportunities.  Weave sign-up opportunities throughout your communication channels to make it easier for customers to join your email list. Include sign-up links on your website, in social media posts, in your newsletters and elsewhere.





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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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