Email marketing is considered as the most popular and effective marketing strategy that helps you send across the right message to the intended audiences. But Email is the soul of successful marketing strategy and hence it is important for business owners to create a good quality email list that helps you to achieve engaged and interested potential customers and patrons. Thus, you need to build a business list that is clean and healthy so that the email can be sent across to only active and engaged recipients.
Maintaining the integrity of the email list is an essential way of keeping your subscribers up to date with helpful and detailed emails that do not appear as spam to them. Therefore, building and maintaining a healthy email list ensures that your audiences enjoy positive brand experience.
But you need to make sure that your business reputation is not at stake while you send emails to the recipients at regular intervals. There are different factors influencing the score and reputation of your business which includes number of emails, frequency of emails, engagement metrics, spam complaint rate and bounce rate.
Importance of Healthy Email List
There are many reasons why maintaining a healthy email list can be very beneficial for your business. It helps in improving brand awareness, driving customer action and boosting revenue of your business. Email marketing is the most powerful marketing channel that helps in driving sales and fostering customer loyalty so that your ecommerce business can be taken to new heights.
As a business owner, you need to ensure email deliverability to the right subscribers who can be converted into loyal customers eventually. It is important to maintain a responsive, vibrant and high quality email list for fostering long term relationships with the intended audiences.
Best Ways on How to Build and Maintain a Healthy Email List
Avoid sending unsolicited email- spam email can be a roadblock for a business and hence you need to make sure that you are sending emails only to the interested audiences. The present email environment requires sending emails with interesting, relevant and customized content to the right audiences.
Testing email spam is extremely important for businesses so that they can deliver the right marketing messages without being marked spam by the recipients. The best way to avoid this situation is to pay attention to the inbound campaigns of your business where you can encourage the prospects to provide their email addresses for a better outcome.
Prevent spam complaints
If you want to ensure email deliverability to the right recipients, you need to prevent spam complaints as it can have an adverse effect on your business reputation. Spam emails can also change the algorithm of your ecommerce business as the emails might be filtered as illegitimate sender. It is important that you make sure that none of your email recipients report your email as spam as it can lead to your emails ending up in the junk folder. This can be very harmful for your business reputation and hence you need to build a healthy email list without buying an email database that might not be useful.
Don’t buy mailing lists
If you want to build and maintain a healthy email list, you should build the email list yourself instead of buying it from somewhere. The email lists might have addresses of someone who has not given consent of receiving emails from your business resulting in serious legal consequences.
Bounce back is also a common problem that you will face when you purchase an email list as some email addresses might have expired already. Along with resulting in no engagement, this can also be harmful for your business reputation as you will not get any fruitful results.
Get rid of unengaged profiles
Unengaged subscribers are someone who are no longer interested to receive your emails and you need to identify them and get rid of them as early as possible. You need to define a baseline and create segmenting criteria that will help you identify the unengaged profiles on the basis of the time period of inactivity. But before you remove these unengaged profiles from your business email lost, you should resort to re-engagement email campaigns.
Win back email can be a great way to gain back these audiences and for this you can use different strategies like offering free shipping or coupon codes that might bring them back to your business.
Make opt-in a memorable experience
Building a healthy email list entails creating pleasant experiences for the visitors. When it is first time subscribers, you need to make sure that the sign in process is easy, quick and seamless so that the interest of the subscribers remains intact. Always avoid lengthy and complicated sign in processes as the visitors might lose interest during this phase and you might lose your valuable customers.
Additionally, asking for too much information should also be avoided because no one is willing to spend a lot of time adding the information. Be patient and wait for subscribers to turn into loyal customers so that you can get their data and feedback later.
Don’t forget to follow email marketing regulations and best practices
There are different regulations that you need to follow according to your region. There are certain things that you need to keep in mind while sending emails to the subscribers like their rights, Privacy policies and consent to send emails for your email marketing strategy. Along with protecting your brand reputation, following the email regulations can also help in building trust among your subscribers.
Additionally, there are certain best practices that you need to follow for maintaining a healthy and high quality email list. You should keep the interest of subscribers in mind while sending emails so that you don’t spam them or send excessive promotional content that might have adverse impact on your business reputation. Building organic email lists can offer long term benefits to your business for offering higher customer engagement and good quality conversions that eventually helps you to earn higher revenue and profits from sales.
Guest writer.
