Monday, January 17, 2011

How to Grow and Maintain your Email List

According to the Email Experience Council, “email marketers lose roughly one-third of their email addresses to bounces, unsubscribes, or spam complaints.” Growing clean email lists must be a top priority for email marketers. After years of analysis, we at KobeMail have identified a few key techniques to building a larger, clean list of email addresses:

Offer substantial incentives for tell-a-friend campaigns. Most readers enjoy sharing good content, but will be more inclined if they receive something in return for doing so. Reward your readers with something fun if they willing to pass your message along.

Identify what your readers want. Surveys are effective for finding out what sort of content your readers truly want to receive. Some of your readers may want information while others may just want coupons. Make sure to segment your email list based on their preferences to avoid spam complaints or unsubscribes.

Enhance sign up opportunities. Make sure to include sign up links everywhere you can. Your website, newsletters and social media accounts should all host sign up links to your mailing list.

Allow subscribers to manage their preferences. You should offer your readers some sort of login option where they can manage their preferences. Whether it be a new email address change, preferred email frequency, or an option to choose specific content, your readers should have the ability to manage their account. You can also give your readers the ability to offer their demographic information, which will help you segment your campaigns as well as track recipient information.

We understand that keeping a clean, large mailing list is not very easy. However, if you follow the aforementioned steps, you should be well on your way to a successful campaign. Happy mailing!

Author: Peter Schirripa

Editor: Courtney Dillsworth

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