The money is in your LIST…
Subscriber list management is the most important part of your email marketing activities. Learn how to build, manage, and develop your e-mail subscriber List, and your business will succeed.
You MUST nurture and provide your e-mail subscriber List regularly with content that they would see as ‘valuable’… with content that addresses their biggest challenges and solves their biggest problems.
At the end of the day, it’s people that will buy your products, services, and offers.
Tips to Manage Your E-mail Subscriber ‘LIST’ like a Marketing Pro
1. Perform Proper List Hygiene Regularly
You have heard that you should spring clean your home once a year, right? Well, your email list should get the same kind of deep clean.
You want an email list that’s full of engaged subscribers who are actually interested in your product or service. Subscribers who aren’t interested aren’t worth keeping around.
2. Automate Key Emails > Create Email Sequence
Email automation can help you send emails efficiently, and you don’t even have to be at your computer to do it.
To keep subscribers engaged, it’s important to send emails in a timely manner. However, keeping track of new contacts and sending an email instantly isn’t easy—or is it?
Yes it is! You can set up email triggers that automatically deliver premade emails to specific inboxes.
For example, when a new contact joins your email list, it can serve as a trigger to send a premade welcome email to that specific subscriber.
AWeber is a great email marketing platform that makes creating and cloning email automatic sequences simple.
They offer support to you at every step in your email marketing, making it easy for anyone to create campaigns like an expert.
If you’re just starting out, don’t be afraid!
3. Set Subscription Permission Reminder
Permission reminder is the text underneath the email template that states the name of the company or brand, website or event where the person has subscribed.
By adding an accurate and detailed permission reminder you will minimise the confusion and reduce spam complaints.
Believe or not – one of the most common causes for people unsubscribing and complaining is that they don’t remember that they actually signed up for your emails!
4. Send a Welcome Email to New Subscribers
Don’t make the mistake of waiting after some time has passed after someone signs up to your newsletter to start communicating with them. The moment when they sign up is the best time to begin the conversion process and engaging them with your messages.
According to BigCommerce partner Omnisend, the open rate for welcoming messages in email marketing is 45.7% (on average).
The welcome message can be sent as a kind of one-message campaign immediately. Use them to give a discount on the first purchase, code for free delivery or some kind of premium content that can’t be found anywhere else or is usually for sale.
Or maybe you need more than one email to communicate your message. Something like a guide or multi-part training program might require a few separate emails. No problem! Just set up multiple email autoresponder sequence. So that emails will be sent automatically, for example, one, two, then three days after signup.
Add value to your welcome emails and prompt subscribers to start engaging with you by checking out these 6 easy tips.
5. Effectively Segmenting Your Subscriber Lists
You can use two types of segmentation and add several conditions to each filter:
Segment from a list:
- Subscriber-based filter – you can segment by name, Registration date, loyalty status, language or any other fieldset in your list.
- Activity-based filter – lets you select only those customers who opened, clicked or opted-in on a specific date or date range.
Segment based on a single campaign’s results – choose one campaign from your list:
- Subscriber-based filter – segment the recipients of the campaign by any necessary subscriber data.
- Activity-based filter – here you can select not only the openers and clickers of your campaigns but also filter those emails that bounced and send a special campaign for them.
Remember though, you can segment groups more than once. The more tailored an email is, the more likely a subscriber is to engage with it.
6. Make it Easy to Unsubscribe
As well as being a legal requirement, making it easy for people to unsubscribe gives them a positive experience of your brand and is sound marketing sense.
After all, there’s little point keeping on sending email to people on your list who obviously have no interest in receiving them. And making it hard or impossible for people to unsubscribe is bad for response rates and deliverability, as subscribers are likely to complain.
Do this by having an unsubscribe link on the bottom of each of your emails which then leads to one of these options:
- A page confirming that they have been unsubscribed
- A new email message to confirm they want to be unsubscribed
- A page with a confirmation message requiring one or two clicks to validate
- A page requiring a password and a click
- A log-in page to access their preferences
7. Monitor the Frequency of Your Campaigns
If you use autoresponders in addition to your usual newsletters and other messages, it’s easy to lose count of exactly how many emails you are asking your recipients to open.
How many messages do you send to each subscriber, each and every month? If you don’t know, it’s possible that you are sending too many messages and perhaps making your subscribers think about unsubscribing from your mailing list.
It’s your business whether you decide to e-mail your List daily, every other day, or twice a week.
However, one must keep in mind that 54% of newsletter recipients think that they are sent emails too often.
As the key to building your business is to build RELATIONSHIPS with, SERVE, and ADD VALUE TO THE LIVES of the people on your List. So keep them happy and engaged.
8. Track Your Results
After you have sent out your campaign, dive deep into its report to see what worked well and what didn’t.
If you see a lower open rate for one or several campaigns, then rewrite your subject line to make it more relevant and appealing.
If the open rate is good, but the click-through rate isn’t, think about how relevant this message is to your audience.
Could the offer be more enticing? Was the timing good? Maybe you need to adjust the way you communicate with this segment?
Most email providers let you examine not only a specific campaign’s report but also List growth and activity, average open and click rate, what devices and email providers are your subscribers using and where are they located.
You can also investigate an individual subscriber profile, track engagement, see activity history and even save notes.
9. Add NEW Subscribers to a List Manually at Once
If you gather addresses in several places at once you may want to later manually import them to a current subscriber list in your database. No problem!
Just prepare a file with the new addresses in CSV, XLS, XLSX or TXT format and add them to an existing list.
10. Use Re-Engagement Campaigns
Disengaged subscribers are still potential customers.
Don’t say goodbye to them, re-engage them instead. Re-engagement campaigns can win back customers, which is actually more cost effective than attracting new ones.
Start by sending an email that simply says, “We Have Missed You.” Tell subscribers what they’ve missed, showcase a product, and consider offering a discount as an additional incentive.
Re-engagement campaigns aren’t a one-and-done effort. Send several re-engagement emails to make sure you identify subscribers who still want to hear from you.
You can even ask subscribers point-blank, “Do you still want to hear from us?” This kind of email, called a confirm opt-in email, typically sends a subscriber to a preference center, where he or she can take control over emails received.
11. Double Opt-in Form
A decision you need to make early on when you start to create your subscriber database is if you are having either a single or a double opt-in form.
As you grow your email list, make engagement a priority by setting up a double opt-in process. With double opt-in, subscribers receive an email confirming their subscription after they join your list.
This solidifies a subscriber’s interest. A subscriber who signs up and confirms sends a clear signal, “I want your emails.”
Plus, if a subscriber gives you a bogus email address, you’ll know it. Remember, you want a clean and engaged email list, so if a new subscriber gives you an outdated email address, it’s not a good foundation for future engagement.
12. Update Your Signup Form
Even if you already have an online sign-up form, you should revisit it regularly and see if there is space for improvement.
Make sure your signup form contains the essential fields, like name and email address, and some more extra fields that could give you a valuable insight into your audience.
But beware of including too many fields – people may tire of filling in your form and change their mind about subscribing.
So you have an awesome sign-up form and the subscribers keep flowing in. Does it end there? Sometimes you may realize you need to know additional information about your subscribers in order to send them a truly appealing email campaign.
Then what? Not all is lost.
Add new fields to your email list manually.
This can be done by:
- Hosting an offline event and gather information about your subscribers, then add new fields to your list.
- Or create email surveys to find out specific information about your subscribers. You can synchronize the survey questions with your list – this way it will automatically get updated.
Think about how you ask the questions on your sign-up form or customer survey. Remember that the value of the answer has to be usable afterward.
We hope this list of tips will serve as an inspiration and motivation to start managing your email list in an efficient way. Start following these strategies today and you are guaranteed to see your engagement rates and overall email marketing success rise.
An engaged email list is a profitable one. When subscribers open, click and share your emails, they are not only more aware of your product, but they’re more likely to buy from you.
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P.S. If you have a tip for managing email subscribers comment below and I will add it to this list.