Now is a perfect time to get your email list into shape. Why? Well, just like our bodies can’t function at optimal levels if we don’t take care of them, our email lists can also suffer if they are not getting the attention they need.
A clean, up-to-date email list is critical to the effectiveness of your campaigns, and to ensuring that you’re getting the best possible results. Once your list is in good shape, with a little ongoing maintenance, you’ll see improved delivery, response, and conversion rates — and a better-looking bottom line.
Have you ever received mail from a company or organization, even after you thought you unsubscribed? Are you just having a déjà vu moment, or has there been a “glitch in the matrix”?
When this happens to one of your email recipients, they might think that your organization didn’t honor their unsubscribe request, which can result in your email being marked as spam, or even a direct abuse desk complaint being made against you. Trust me, legitimate direct abuse desk complaints are taken very seriously, and carry a lot of weight.
Are these continued mailings really the result of senders or ESPs not honoring an unsubscribe request? Yes and no! Let me explain…
Here’s a situation our support team runs across from time to time: A client calls us in a panic because her email list has been deleted, and she doesn’t know it happened or who was responsible. What a nightmare! But it doesn’t have to happen to you. There are some simple preventative measures you can take to avoid a similar scenario.
Lionel Richie asked this question (well sort of) back in the ’80s, with his heartstring-tugging hit song Hello.
And you could ask the same question of your subscribers. You know, the ones who haven’t opened one of your mailings in a while. Or the ones who haven’t engaged with you in a way that shows they’re still interested.
Blackjack is a staple at any casino, and it’s a game in which skill and luck both play equal parts. Skill and a little bit of luck are needed in email marketing, too. For example, why take a chance on your email address collection process when you can improve your own odds by using a double opt-in sign up method whenever you can? See what I did there…cards and contacts? Tricky!
Seriously, though: The definition of doubling down is “to become more tenacious, zealous, or resolute in a position or undertaking”. And this is how everyone should approach email address collection. Why?
Verizon recently sent a letter to its customers stating that they would deactivate any email accounts that had not been active within the last 180 days (6 months). After that, any messages sent to these email addresses will bounce. But there’s more to this story.
Mailing List Subscription Manager: Temporary Delivery Suspension
Subscribers may want to temporarily stop receiving emails for a variety of reasons. So, the more choices you can provide to them, the more likely you are to address their varying needs. By providing subscribers the ability to pause emails from your brand, you not only keep the subscriber on your list, you decrease your number of unsubscribes.
Net Atlantic knows how valuable subscribers are to the success of their clients’ email campaigns. That’s why we’re so excited about a new “Snooze” feature we developed, which enables you to let contacts take a temporary break from receiving emails instead of opting out of your campaigns completely. To be a successful marketer, you need to show your subscribers that you’re taking their preferences into account. When you give your subscribers control over their email subscriptions, you’re able to retain more of them! The “Snooze” feature makes it clear that they can do something besides opting out of your communications.