Top 10 Best Practices For Subscriber Lists

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Welcome to the Email Deliverability and Reputation (EDR) Best Practice Series.

SEO Resources is glad to present the EDR Best Practice Series for email marketers, a journey towards discovering all that you need to know to enhance your deliverability metrics and build your brand reputation.

Nothing affects email deliverability like the mailing list. That’s the crucial difference between an unsolicited email and building a conversation with subscribers.

01. Streamline Your Sign Up Process
Keep the sign up process simple and easy. On your form fill pages, give the subscriber a clear description about what to expect in terms of email frequency and content, to help them make an informed decision. Gather relevant information during the sign up process to be able to send more targeted emails.

02. Follow the Confirmed Opt-In Process
After a user signs up, send them a confirmation email, only after which they are included in your database. Also known as double opt-in, it’s an excellent way to avoid invalid email addresses from landing into your mailing lists.

03. Send a Welcome Email
The first 30 days are crucial to establish a new relationship with your subscribers. A welcome message is an ideal opportunity to thank your subscribers and get to know more about their preferences.

04. Build Your Mailing Lists the Right Way
While purchasing a bulk mailing list might seem easier, it can hurt your deliverability and reputation with spam trap addresses, outdated and bounced contacts, spam complaints, blacklists etc. Permission marketing is the way to go to grow your subscriber base organically.

05. Ask for Permission
Ask for permission and you build trust in your brand. Seek permission from those contacts who have not opted into your email campaigns.

06. Cleanse Existing Mailing Lists
Review your email analytics i.e., opens, clicks, responses and identify your active and inactive contacts. Send an email once every few years to your inactive contacts to confirm their subscription. This is a great way to re-engage them.

07. Avoid Over-Mailing
Excessive emails can be annoying. Confirm frequency preferences from your subscribed contacts. Limit the frequency of emails and thereby reduce the unsubscribe rate. Retention of existing subscribers is as important as engaging new ones.

08. Send Relevant and Targeted Email
Don’t go with a one-size-fits-all approach. Segment your mailing lists based on demographics, purchase behavior, industry or preferences. Send them compelling campaigns with tailored content crafted for their needs.

09. Personalize Your Content
Make your emails more engaging by personalizing content. Include the recipient’s name and any other details that are relevant to your campaign. Aim to create value for your subscribers. Send them relevant offers, discounts, case studies and whitepapers.

10. Clearly Visible Opt Out Instructions
Prominent unsubscribe instructions, say in the header of the email campaign, can go a long way towards subscriber retention.