Many marketers I work with have challenges with obtaining and maintaining a high quality subscriber list file. High quality in most cases means subscribers that open your email, read it and take the actions you are asking them to take such as visiting your website, buying a product or downloading a report. When I ask marketers about their approach to subscriber quality, many use some of the basic tactics such as using an 'opt-in' process, sending to a few subscriber segments for better targeting and signing up for feedback loops to suppress complainers. While it is good to use some of the basic tactics, there are many more opportunities to improve subscriber quality that many marketers aren't taking advantage of right now.
When evaluating how marketers obtain and maintain a high quality subscriber list file, there are generally three phases: Subscriber Acquisition, Subscriber Data Management and Subscriber Hygiene. Each phase presents an opportunity to improve the quality of your subscribers.
Subscriber Acquisition: The method and process of acquiring subscribers
For more details on acquiring high quality subscribers, download our eBook ’50 Ways to Grow Your Email List’.
Subscriber Data Management: You acquired a subscriber, now what?
Subscriber Hygiene: Keeping your subscriber list file clean
Subscriber quality is at the heart of any good email program. You can implement all of the best email marketing practices around; but if you are sending to a subscriber list file full of unknown users, spam traps and inactive, uninterested or unengaged subscribers then you greatly decrease the chance of your message reaching the recipient and converting them in to a customer.
John is a Senior Knowledge Strategist at Return Path. He is dedicated to building and maintaining knowledge and content assets to help marketers maximize the value of their email programs. John believes that sharing knowledge feeds the imagination, fosters collaboration and empowers people to grow and evolve. He has been in the email marketing industry since 2008 and has consulted numerous businesses and ESPs on deliverability and email optimization. Prior to joining Return Path, John worked in the finance industry with roles in business analysis and system administration.
Enter your name and email address below to subscribe to our mailing list.