Keeping your subscriber list relevant

It can be incredibly helpful for your business to keep your email newsletter list up to date and relevant to your products or services. There are some simple reasons why you would want to do this, and some simple tactics to achieve it.

Reasons to keep your newsletter list clean:

Reliable open and click-through rate

If your email list numbers are inflated with subscribers who haven’t opened your emails in months, you’ll be constantly feeling like your open rates are low. If your email list is full of reasonably active subscribers, you’ll be able to rely on your open rate, as well as the click through rate.

Your demographics are more accurate

The demographics of your list shouldn’t be muddied with people who don’t read your emails and are no longer engaged, or you’ll be writing for the wrong people. The more accurate those demographics, the better you’ll be able to engage with your subscribers. Say your demographics shows a group of subscribers who are plus size, but half of them haven’t engaged in a while, or bought anything in over a year, you’ve got no idea if they are the same size, or have the same style even.

Reduce subscribers feeling that they’re being spammed

Subscribers who don’t often open your emails are more likely to see an email in their inbox from you and think they are being emailed too often. They may not unsubscribe, because they do want to hear from you, but they just won’t get round to reading them as much and overtime, their perception of you will change.

 

How to keep your newsletter list clean:

  • Regularly remove subscribers who have not opened emails for an extended period of time and ask them to opt back in if they still want to receive content for you.

  • Target ads for your newsletter list systematically by targeting very specific information.

  • Create freebies that only your ideal niche customer would be interested in, not the masses.
  • Offer your list a regularity that they would like to hear from you and stick to that timeframe. This could range from daily to bi-monthly. This is up to them, and for each of those extended time frames, you’ll just create a summary of content that they can see, or a special offer. This also gives you a better guide, so if most of your list wants to hear from you weekly, that’s the best group to create your core newsletter content for, then the other groups, will be under a different list. This might mean you have to plan content for a launch in advance, but
  • Keep your launch and sales sequence separate to your core newsletter. Those who are interested, opt in in a way, and if they don’t they just see your regular content. This works well for a company who launches often, or who offers a range of products or services.