Email can be one of the best marketing mediums if you know how to use it properly. Numerous companies use specific email lists to reach their target audience and connect with their customers. Here’s how you can utilize the full potential of email list management and maintain a strong connection with your audience through this marketing medium.
Maintain your email list hygiene
Email list management, like any other task, starts with cleaning up your “workspace”. It sounds exactly what it’s like. In order to keep your email list tidy and organized, you need to start with a clean list. You need to keep up good email hygiene and clean out everything that is unnecessary, and “declutter” your space. Make sure you properly clear out your data so that you can start with a fresh and strong list. This will allow you to focus on your email marketing strategies and have a clear overview of all the new emails you are receiving.
Email marketing strategies have a fantastic opportunity to make your interactions with your customers personal and genuine. To use this opportunity to its fullest potential, make sure you personalize your emails. All you need to do is start the emails you write to your customers with “Hi/Dear (name of the customer).” This allows you to form a genuine human connection with your customers. This small yet significant detail makes your customers feel heard and appreciated. As a result, this creates a trustworthy and strong relationship between the seller and the customers.
Just like you can use the relevant data to personalize your emails, you can also use it for email segmentation. It keeps things organized, and it can help you get around your email and find what you’re looking for more easily.
There are several ways you can segment your emails based on the data you have. To make an efficient segmentation of your emails, you can use the following data:
- lead score
- activity on your website
- business size
Then, after collecting all of this data, with the help of marketing automation, you can send several different versions of that one email. Every email will be tailored according to the data you used.
Filter your subscribers
You might have already noticed that not all of your subscribers have the same engagement rates. Most companies tend to disregard this fact and keep sending emails regularly to all of their subscribers. However, this can be bad for the company’s overall reputation.
For that reason, it can be pretty valuable to filter your subscribers based on their engagement with your content and emails. Your emailing efforts may end up in spam, and that’s how you will only waste your time and effort without gaining anything back. Use the relevant data on your customers’ online behavior and their engagement with your content, and then filter them and group them based on that. This will help clear your email list a lot.
Try A/B testing
The A/B testing can help you examine how well your emails are doing. Here’s how it works. You send two versions of an email to two small, separate subsets of your email list. The version that proves to be more efficient gets sent to the remainder of your list. The idea behind this testing is for you to try out different versions of your emails and see how well they perform. This testing method allows you to see immediate results, and it helps you improve your overall email list.
Get explicit permission from your subscribers
You also need to get explicit permission from your subscribers to send them emails. Without this permission, you will risk getting spam reported, leading to poor deliverability rates.
The best approach you can take here is to collect your contact data organically and let it dictate the terms. These are the three steps you should use in your opt-in process:
- sign-up form: you can use a pop-up feature on your homepage to offer a sign-up form to your customers
- email preferences: give your customers an option to choose what kind of emails they want to receive and how frequently they want to receive your emails
- double opt-in: the last set requires your customers to confirm their decision on their email.
Send a welcome sequence
Once your customer subscribes to your emailing list, you should send them an automatic welcome email. This lets the customer know their sign-up was successful and that they’re now a part of your list. You can also send an attached “welcome offer” in this email. A lot of brands use this opportunity to offer a discount code the customer can use for their first purchase.
Track your email marketing metrics
A very important part of email list management is metrics tracking. In order to see how well your email list is doing, you need to be able to track your progress in numbers. That is why you need to track your email marketing metrics. This type of monitoring can also help you spot any mishaps or general things that you should improve on your list. Here are some things you should be looking out for:
- email deliverability rates: this one tells you how many of your emails are coming through and how many of them are ending up in spam (the rate should be 95% and over)
- open rates: this number tells you how many of your subscribers from your contact list are actively opening your emails
- engagement rates: this number shows you how many people have engaged with the content of the email they opened (for example, whether they used a promo code)
- email subscriber churn rate: after the first twelve months of subscribing, 56% of subscribers remain on the email list, and this number shows you how many of your subscribers are unsubscribing from your list.
Overall, if you learn proper email list management: how to clean out, segment, and personalize your emails, you are already halfway there to organize your email list. To make the most out of it, make sure you track the metrics, get explicit permission from your subscribers, filter your subscribers, and send welcome sequences to those who join the list.