Targeted email lists help businesses find new customers and maintain relationships with existing ones. However, merely acquiring a list isn't enough to boost engagement and purchases. Rather, lists require constant tweaks and updates to ensure each one is performing to its potential.
Email list maintenance: Where do you start?
A recent article from Business 2 Community explained that one strategy companies and organizations can implement to better manage and tailor their email marketing lists involves handing over some degree of control to recipients.
For example, the news source said marketers could establish email subscription centers. All communications going to a customer's inbox must include the option to opt- out of receiving the messages, but why not offer exiting recipients a few options that could get them to stay, including choosing the frequency with which they receive messages or contacting them directly to deliver a personal touch?
One action firms can take is including a button that recipients may click, called "Manage my Preferences." Business 2 Community highlighted how men's clothing line Bonobos accomplished this successfully.
"Through the use of appealing language and humor, Bonobos is savvy about offering options that decrease a subscriber's likelihood of unsubscribing," Business 2 Community wrote. "As a result, Bonobos retains 25 [percent] of those who would have otherwise opted out."
Sometimes the problem may be your content
If businesses are seeing an exodus of recipients, establishing a subscription center may not be enough. Companies facing this issue could be targeting recipients incorrectly, failing to segment them by interest and demographics or simply not providing content that grabs ahold of their attention.
Folio magazine suggested breaking a few of the tried-and-true rules to see if anything sticks. For one, many businesses are advised to avoid the term "free," as it often has the effect of shuffling messages straight to spam. However, the news source asserted that in some cases, using this word can work.
Additionally, test out both HTML and text versions of the same email. "Text may but ugly, but ugliness did not stop Frankenstein's monster from getting a bride," Folio noted.
Winning over an email marketing list is just as much about industry best practices as it is knowing your customers. A targeted, dynamic message is always more likely to win over consumers than a generic blast.
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