Best Practices to Maintain a Healthy Email Marketing List
Before you start designing, writing, and sending campaigns, you should define your audience. Once you get a grasp on the people reading your emails, it'll be much easier to decide what to say to them.
If you have subscribers on your list already, who are they? One way to determine this is how they signed up. If they subscribed during checkout, they're customers. But if they found you through your website or in public (fairs, trade shows, etc.), they're more of a general audience.
Perhaps you're a publisher or blogger. In that case, your subscribers are going to be interested in your written content. If you're a retailer, subscribers will want to know about your new products or how they can better use products they've already purchased from you. If you're somewhere in between, your audience is likely made up of enthusiasts of your brand.
Maintaining a healthy bulk email reseller distribution list is just as important as the best practices you utilize to create your list. Please note that the following steps work best when used with a email marketing tool
Trim the fat
One of the easiest steps in keeping your email list clean is to evaluate the non-existent addresses and other bounced or blocked email. Each of these can be immediately (manually) added to your do not mail list. Your email marketing tool should have an easy way to identify (and remove) bounced emails from your list. Be careful to NOT remove emails that bounced due to ‘mailbox full’ or ‘out of office’ messages.
Track your Opens
If people are receiving your best bulk email sender, but aren’t opening them… after 6 months, it’s time to part with them. Why pay to keep them on your list if they aren’t reading your messages? Add all of your opens from each email blast to a dated list. For example, if we send out 2 email blasts in August 2011, we add anyone that opened those emails to a list called ‘August 2011 Opens’. Do this for each email blast and remove any Open lists that are more than 6 months old. If a contact has continued to open your emails, they’ll be in a new open list and won’t be removed from your total list.
Date your additions
As you add new emails to your list, keep track of when they are added. After any list of additions is more than 6 months old, remove them. If contacts from that list have opened your emails within the last 6 months (and you have added them to an ‘Open’ list as suggested), they will remain on your overall list of contacts.
Remove distribution emails / aliases ď Ź
some good bulk email addresses are used to go to multiple people – or are aliases for other emails. It’s best to remove these from your email lists. Search for emails that start with info@, sales@, mail@ or other generic terms and remove these from your lists.
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