Every marketer knows that email is still a useful tool. Last week, we discussed the importance of using compelling subject lines to get emails opened, and it is clearly of utmost importance to develop relevant, meaningful content for your customers.
What we have not discussed is something that to some, seems obvious: the heart of any good email campaign is a good list. Subscribers who want to hear what you have to say will lead to engagement and trust and, eventually, sales. Take spring cleaning to another level this year and tidy up your email list.
When a prospect receives an email from you twice, it sends a message of sloppiness and indifference. In the customer’s eyes, it seems unlikely that you could care to solve his or her problem when you do not notice their duplicate addresses.
Correcting your bounce list is tedious work, but it is worth it. High bounce rates attract attention from spam filters, and every ignored bounce is a potential customer you could be reaching. Categorize this step as “painful but necessary.”
After you clean up your email list, use it more efficiently. Subdivide the greater list into segments that can be used to send more personalized campaigns. As you get to know your list better and use it accordingly, you will notice growth in clicks.
(Image credit: Frederick MD Publicity)
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