Maintenance of your email marketing list is vitally important. If you don’t manage your list properly you can suffer from low responses to your campaigns and higher costs as subscribers become less active on your list.
At the same time you might be missing out on potential sales by not moving subscribers to the right list and selling to them in different ways.
Email marketing maintenance, if done properly, won’t take your marketing team long, especially if you follow these simple rules.
For your convenience, here is our quick checklist and process on how you can better manage your subscriber list and achieve greater results from your email marketing.
1. Check For Those Who Haven’t Opened Your Emails
Those who haven’t opened your emails for a while are going to be either inactive (i.e. their email address has been abandoned) or have lost interest in your messages. Both of these happen from time to time and therefore each month you need to check for non-opens. Look for those that haven’t opened your messages for about 6-12 months and mark them up.
2. Check For Bounces
Anyone who hard bounces should be automatically removed from your email marketing list. If someone is soft bouncing, it is an indication that their inbox is full. An account that is soft bouncing continuously is probably not active and so should be removed.
3. Send Re-engagement Emails
Anyone who has not opened their emails for awhile should be sent one last campaign to try to re-engage them.
4. Delete Those Who Don’t Respond To Re-engagement Campaigns
If someone does not interact with your re-engagement campaign within a month, then you should immediately remove them from your email marketing list.
5. Check Those Who Have Been Clicking Through
Have you looked at those who have been clicking through on your campaigns lately? Have they been making orders or otherwise engaging with your brand? If not then you need to reach out to them. Sometimes you can enhance the success of your email marketing campaigns by picking up the phone and speaking to the contact.
Tell them that you’ve noticed they’ve been looking at certain products and ask them if they have any questions. Then consider talking to them about their concerns and see how you can resolve them.
6. Move Contacts Between Subscription Lists
You probably have numerous subscription lists based on what the customer is looking at. For instance, if you are a book seller, you will have lists for those that like different genres. Sometimes you might notice that contacts change their buying habits and therefore, require a different set of emails to successfully promote to them.
Switching subscription segregations can help you improve results and provide more accurately what the customer is looking for.
7. Connect Staff, Social Media And Email List
Your staff and social media can tell you a lot about what customers are looking for. If you notice that your customers are talking about a different range of products more on social media, moving them to that marketing list might be a good idea.
Likewise, if staff are noticing more calls for information on different products, swapping lists would be a good idea.
8. Have You Scheduled In The Next Update?
How often you perform maintenance depends on a number of different factors. If you send out daily emails, try sitting down every two weeks to perform these checks. If you send emails once a month, sit down every six months.
Your email marketing list needs regular maintenance to make it more effective. By completing the above process on a regular basis you can refine the success of your campaigns, save money and earn more revenue. Just remember to do this regularly before your list becomes too unhealthy.
When was the last time you performed maintenance on your email marketing list? What were the direct results from that maintenance?
Let us know in the comments below.