email marketing campaigns

Better Email Marketing in 5 Easy Moves

managing email list and marketing campaigns

To make sure your email marketing campaigns are as successful as possible, it’s crucial to pay attention to the logistics of managing your email list by keeping it as clean as possible of bad addresses.  If you fail to perform proper email verification and end up with a list filled with bad domains and addresses it can negatively affect your open rates, not to mention hurting your sender reputation.  Below are 5 steps to take to keep your list hygiene in tip top shape.

1)      Run a list cleaning routine on a regular basis.  Scrub your list of any bad domains by running it against a register of known bad domains.  You should also do a check for duplicate addresses and for role addresses such as sales @ or support @, as those addresses will typically pick up your emails as spam and not deliver them.

2)      Analyze your lead acquisition process.  If you find that your lead capture programs are bringing in a large number of bad addresses, review your lead acquisition policies to see what you can do to improve this metric.  Consider using an email validation system to ensure that only valid addresses are added to your list.

3)      Check your failure reports.  An excessive amount of bouncebacks due to bad addresses can harm your sender reputation, so be sure to check your failure reports on a regular basis.  Immediately remove any addresses marked as bad, and delete “soft” bounces if an address comes back as undeliverable after several attempts.

4)      Remove unsubscribes.  Don’t wait the full 10 days you are allowed to remove unsubscribes.  If possible, remove them immediately to avoid the possibility of having an email marked as spam, thereby hurting your sender reputation.

5)      Remove or re-engage inactives.  Inactive leads can not only drag down your open rates but also run the risk of eventually becoming bad addresses or leading to spam complaints.  Too avoid this, once a contact has been marked as inactive, move it to a separate portion of your list set aside solely for inactive leads.  Then, target these leads with re-activation campaigns, by sending out an email asking that they “confirm my email address” or take other steps that show they are still interested in receiving emails from you.  Those that don’t respond after a certain number of attempts can be removed from your mailing list entirely.

Strong Calls-to-Action for Subscription Forms

Calls-to-Action for Subscription Forms

Adding something as simple as a subscription form to your call to action of your email marketing campaigns has been proving more successful on the digital content front. If you want your readers to respond to your email marketing content, then adding an immediately doable and beneficial aspect to the end of the content, like subscription forms, creates the tendency for impulse actions.

The point is to be able to make your content lead to a desire for more information – if you are giving your readers a perspective on a product of interest that they have not come across before, chances are you will be able to pique their interest. This obviously means they will want to know more and the best way to reap results is to be able to let them know how they can get more information.

This is in fact better than a traditional opt-in method to get you starting a dialogue with a new email database: tell them something of value and let them know how they can find out more. By increasing email subscriptions, you know that your readers consciously want more from you as a result of them taking the time to fill in your form. It also means you are able to gather more valuable data about them. This allows you to fine tune your future content due to the individual disclosing personal information through these email subscription forms that they may not be able to get by clicking a yes with a traditional opt-in button. Ideally, you could follow up the subscription form with something else of value to them such as an e-book in relation to your industry that will add value to the reader who has subscribed to more content from you. Announce this in your email, leading up to the subscription form and you will automatically be able to increase the number of email subscriptions immediately.

Adding links to subscription forms through email is also referred to as a method of Direct Response Marketing defined by Wikipedia as a strategy designed to generate an immediate response from consumers, where each consumer response (and purchase) can be measured, and attributed to individual advertisements. This form of marketing is differentiated from other marketing approaches, primarily because there are no intermediaries such as retailers between the buyer and seller, and therefore the buyer must contact the seller directly to purchase products or services.

This is exactly what a subscription form will do for you – create an immediate response to your call to action and also give you direct access to your end consumer without having to go through an intermediary in the chain.