More email best practices—ongoing email list management
Email subscriber base growth:
Organically grow your subscriber base by asking customers to opt in to your mailing list. By asking customers’ permission to communicate, you increase trust, brand loyalty, and response rates.
Email offers—extra value to your subscribers:
By providing special offers, priority care, and other discounts, you can increase your opt-in rate and decrease the likelihood that customers will unsubscribe (opt out) over time.
Do not send unsolicited email or buy email lists:
Experts say sending email to new sign-ups always carries an elevated risk of triggering spam filters, due to the unproven nature of the new email address. For this reason, it’s very important to stay current with your welcome campaigns. The risk of triggering spam filters is compounded if you ever find that you have a backlog of new email sign-ups.
Stay away from appends, rentals, and purchased lists:
These tactics erode brands and create major deliverability issues. The address segments are characterized by a lack of response—very low open and low click rates. And because these users had never expected to receive email from the sender, the lists can generate many spam trap hits, higher bounces, unsubscribes, and complaints. That puts the sender’s deliverability reputation at risk and requires a great deal of effort to restore.
Periodically cleanse your email subscriber base:
A high-quality subscriber base ensures that only those customers who want to receive your messages do receive your messages. This not only decreases the likelihood of your messages being classified as spam, it’s also required by United States law.
Set expectations by sending an opt-in confirmation email:
By sending this email, you confirm that the recipient wants to receive your email messages, and that the messages will be delivered to the specified account.