Is Your List Making Your Email Sick?
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The document discusses the importance of maintaining a healthy email list, emphasizing that approximately 28% of email addresses become unreachable annually. It advocates for organic list growth and segmentation to improve engagement and effectiveness while avoiding purchased or rented lists, which can harm reputation and delivery. Various best practices are suggested, including regular communication, respecting unsubscribe requests, and continuously monitoring analytics to optimize email strategy.
Is Your List Making Your Email Sick?
- 2. Is Your List Making Your Email Sick? Special Guest: Dan Stevens, CEO/Founder of Kickbox
- 3. Agenda ⢠Why buying or renting a list is not the right approach ⢠How segmenting/targeting can help ⢠How to take your list from sick to healthy ⢠How a healthy list will increase your email effectiveness
- 4. To Buy, or not to Buy - that is the question.
- 5. Lists - Getting Started ⢠Your emails help to build and establish a relationship with your recipients ⢠Email addresses go stale ⢠Continually building your list is a must 28% of email addresses become unreachable on average, within a 12-month period. It is crucial to compensate for list churn and substantially grow your email lists. - MRSS/Advocacy Institute
- 6. Email List Best Practices ⢠Send what you promised at sign up ⢠Grow mailing list organically o Sign up form o Guest book o Trade show ⢠Keep readers coming back for more ⢠Stay spam law compliant
- 7. Email List Best Practices cont. ⢠Quality lists are NOT built in a day! â Leverage existing network â Customers past/current ⢠Build & grow â Constant process â You can lose up to 28% of your list each year to attrition ⢠No purchased or rented lists â Purchased lists arenât a good way to start a relationship (not allowed by reputable ESPs) â Bad for delivery â Against spam laws in other countries
- 8. Be Good to Those Sign Ups! ⢠Mail regularly â at least once per month ⢠Donât mail to an address if you havenât in about 6 months ⢠Send what you promise! ⢠Adopt an email privacy policy ⢠Respect all unsubscribes - Itâs better to lose a subscriber than to be marked as a spammer.
- 9. NOT to buy, that is the answer!
- 10. Segmenting
- 11. Segmentation ⢠Segment lists: o Better engagement o Specific events or information ⢠Your customers are all different ⢠Improve your email reputation
- 12. Segmentation cont. ⢠A/B split testing ⢠Non-responders ⢠Responses ⢠Open rate ⢠click-through rate ⢠Sales conversion
- 14. Email Valuation Email Validation Email Verification
- 16. How a healthy list will increase your email effectiveness Better content = more engagement = Higher ROI ⢠Specific list to target the right info to the right people ⢠New sign ups keep it fresh ⢠Mail often â keep your business in your customers mind AND help remind them they did sign up ⢠Keep an eye on reports â watch opens and clicks for engagement, unsubscribes for loss of interest
- 17. Now What? ⢠Small steps â Rome wasnât built in a day ⢠Do research now, implement over time ⢠A/B Split tests are in your future ⢠Check your analytics more than once a year, theyâll tell you how your changes are working
- 18. Resources ⢠VR Marketing Blog verticalresponse.com/blog ⢠Free Guides verticalresponse.com/marketing-resources o Testing,Testing 123 o Email Reporting Basics o List Segmentation: Create Targeted Lists ⢠Kickbox - kickbox.io ⢠Verticalresponse.com/integrations