Email List Hygiene – Why Should You Care?
As an email marketer, you probably know that every message you send won’t have a 100-percent open rate.
As much as we’d like to think that the people receiving our communications find value in the content and look forward to seeing our materials in their inboxes, the reality is that some emails just don’t get read.
You may be thinking, why aren’t my messages opened? Am I saying something wrong? Sometimes the best way to evaluate your program is to start from the beginning and check out your lists. If you have seen recent list growth, you will want to check for invalid addresses. DMN3 offers some good email list hygiene tips, with one suggestion being confirming with subscribers to make sure they actually want to receive email communications from you.
This tactic, known as double opt-in, can be a sure-fire way to validate subscribers. Simply put, when someone signs up to receive marketing and other info from your company via email, send a second message asking them to confirm their subscription. This is a great way to make sure that any communications you send to your subscribers will be warranted.
However, the best way to improve your email list is to focus on activity or engagement. Reward those who are active, and keep those subscribers interested in the content you are providing. For those consumers who still never seem to open emails, the best way for marketers to win back inactive subscribers is to constantly tweak their email strategies to determine the best ways to encourage more engagement. PostUp has designed many win-back campaigns that contain incentives or information to get a subscriber engaged. Depending on your business, you may have a variety of opportunities to engage those who seem less than interested. The key here is to catch you audience’s attention. After all, “Marketing is a contest for people’s attention.” – Seth Godin.