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Email Lists: Who Should Stay and Who Should Go? Top Customer Type…

Email Lists: Who Should Stay and Who Should Go? Top Customer Types to Remove from Your List.
are continually adding new email addresses to their mailing lists to grow and
expand their marketing programs. A common myth among marketers is that the more
addresses to target, the better. In order to foster long-lasting and profitable
relationships with subscribers it is essential that email lists are regularly
monitored for positive engagement; this helps better focus on subscribers who
want to receive content from brands.
marketers will come across numerous types of subscribers including those who
actively engage, never engage, or don’t exist. When developing their next
campaigns they should consider these three common subscriber types to help
determine which addresses to remove and whether to remove them from lists.
Keep: Loyal
ideal subscriber is one who continuously engages with marketing programs; she
opens emails, clicks through to landing pages, and acts on marketers’ calls to
action. Even subscribers who only occasionally open emails should remain on
mailing lists, as a steady stream of content can help to foster their loyalty.
strengthen and create long-lasting relationships with loyal subscribers,
marketers should establish a regular cadence in sending content and plan
strategic email campaigns to move readers through the sales funnel. Subscribers
should be segmented into those who open emails, those who click through and
those who purchase. By segmenting lists this way, marketers can create
campaigns that drive subscribers to the next stage in the funnel, with an end
goal of making a purchase. This email marketing strategy will allow marketers
to better segment customers and offer content to best pique their interest.

Delete or Re-Engage: No Go Moe
who never open emails after an extended period are likely not interested in
continued communications. No specific amount of time should be set to track
this lack of engagement. Instead, marketers should use their gut instinct to
determine how long to continue emailing subscribers before removing them from
lists. Marketers should also take into consideration low engagement scores
among subscribers, deleting those who have a zero.
before completely removing these emails from lists, initiate one last
re-engagement campaign to win back subscribers’ interest. Email marketing
programs should already have an established cadence, meaning subscribers are in
sync and expecting to receive correspondence at a regular time. Deliver these
re-engagement emails at a different time than normal emails are sent, using
subject lines like “We Miss You” or “Open to Continue Receiving Emails,” to
ensure you’re keeping any contacts with lingering loyalties.
Delete: Jane and John Does
common for email marketers to encounter fake emails on their mailing lists,
which can pose a danger to deliverability rates. If new email addresses have
never opened a subsequent message, a keen marketer should note the warning
signs indicating a potentially false email.
can combat this risk by becoming more wary of addresses with popular domains
where it is easy to create disposable accounts, like These emails get added to lists
with no intention of engaging and should be removed at first sight. Marketers
should also dedicate time to examining the addresses in their lists, especially
following the holiday period when an increase of list sign-ups occurs, and
rogue addresses can more easily fly under the radar.
Email marketers should regularly practice list hygiene by
removing subscribers who no longer engage with their brands and implementing
reactivation campaigns for lapsed contacts. By removing those who do not engage
or contain disposable emails, marketers can focus on loyal subscribers who are
most interested in correspondence. More focus will allow them to increase
deliverability rates and can even help brands grow their ROI.

EJ McGowan
Vice President and GM

For more information on Campaigner, please visit

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