MediaPost – Five Resolutions To Grow And Maintain Email Lists
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.
Want to check out the who’s who and what’s what of email marketing?
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