Managing a mailing list is an effective way to allow clients to receive regular updates, news, and promotions that may be happening with your business. While traditional lists have typically been very static (a set amount of people are sent a predefined e-mail), more recent advancements in targeting technology allow for customized lists to be created and sent, which in turn allows for a great degree of flexibility and optimization to happen. It is important to remember that the hardest part of keeping a list is making sure that the underlying data you have with regards to the customers is sound. You must know what they want, and send out an e-mail at the precise time to meet their needs.
Make Sure You Have Sound Data
Sound data means not just maintaining a database of e-mails. Gone are the days when a mailing list simply consisted of a collection of e-mails – now it is crucial to have an underlying set of data to which you can tailor your messages. Has this person re-registered for your program? Then send them the thank you update. If they haven’t, send the one that asks them to renew. These are examples of customizations that you can now make. As another example, if a person has spent $10,000 at your store, you may wish to offer them a special coupon that the person who has only spent $100 won’t receive.
Let People Unsubscribe – Sending Unsolicited Mail Only Hurts in the Long Run
It is also important that you allow people the ability to unsubscribe from being sent the e-mails. More and more, spam is becoming a big concern and companies must be vigilant to ensure that their campaigns both don’t get stuck in a spam filter and that they are not blacklisted as a spam place. Being blacklisted can make your mailing list moot as all the major spam filters will begin to automatically reject it – no matter how legitimate it may be. Take care to have professional and easy ways to unsubscribe from the list so that way your company won’t get a bad reputation.
These lists are crucial to ensure that people receive all the latest news and information regarding your company, however with great power comes great responsibility: make sure that you have a good set of targeted data so that the customers will find the e-mails informative, and also ensure that you take care with the list to ensure that they’re always deliverable to the e-mails you have on record. Following these simple thoughts will help you have a quality list that you can count on to succeed!