"The biggest factors in improving
deliverability, 64% said clean up-to-date lists, with relevance at 52% and
sender reputation at 42%. - Econsultancy "Email Marketing Census
At this point in the email marketing
programme, you will have seen how planning a coherent strategy is essential in
both providing guidance and aligning your campaigns with measureable company
goals. Likewise the efforts that you have made segmenting your list and
developing the appropriate content, design and layout will have ensured that
the recipient is receiving relevant, desirable information. However all of this
effort will be wasted if you don't devote the same care and attention to your
list. You should consider this in two ways:
List management is about focusing on current
addresses. Nothing will do more damage to campaign ROI than an unclean list. As
one marketer addressing the Marketing Sherpa 2011 Email Benchmark Survey puts
it: "Removal of non-participating subscribers has had the most influence on
improving deliverability and email performance rates in all aspects of email
marketing. In other words, get rid of the deadbeat email addresses and
everything improves, and the spam companies leave our email alone."
List growth is about maximising the scalable
potential of email, and therefore your email marketing campaigns. You should be
looking to add new addresses to your list such that a successful campaign can
be repeated at the touch of a button (using for example the "clone a campaign"
feature in Sage E-marketing for Sage CRM).
In this blog series we will look at
best-practice around both list management and list growth. You've taken the
time, made the effort and spent the money on your strategy, segmentation best-practice
and creative content - don't waste it all on poor list hygiene!
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