As the event marketing calendar turns toward spring, it's time to weed out the "tire-kickers" you may have on your email and promotional lists to make way for new opportunities. Here is a short list of tasks to undertake:
For Existing Lists
1. Discard ALL the names over 1 year.
No matter what service you use for online marketing and promotion, there are simple ways to identify the names that must go. First, pick out the email addresses that have not opened your emails in the last 12 months and elminate them. This usually culls down a list by about 15% each year (even "clean" lists).
2. Leave a few "weeds" in the mix.
While there is nothing like a "good weed", there are some that can simply be green grass waiting to grow. These are the names that have opened your emails but never engaged - no clicks, no re-opens. Leave these names in as you move to step three.
3. Create a re-engagement campaign.
The reason we encourage you to leave a few "good weeds" on your list is because CTR - Click-Thru-Rate - is all that matters in online marketing. With the average rate hovering around 2.4%, it pays to be creative with getting people to re-engage. You don't need to create a video like this one to up your re-engagement but it can help:
For New Lists
1. Always know where you got the list.
Even good lists can acquire some bad apples over time. This is why you always want to know and trace the genesis of your names and lists.
2. Make sure they are "opt-in" and have given you their permission to email them.
Creating and sending emails to those who don't want to receive them is a waste of your time, energy, and resources. Plus, you just end up with people who associate annoyance with your brand name.
3. Make sure you have a feeling for the "frequency of send".
If you don't have a clue on this one, just stick with emailing twice a week (one at the beginning and one at the end). Never vary this frequency. If someone does not want to hear just a little from you at the beginning and end of the week, then they are not likely to engage in the long term. Once a week is a minimal requirement.
For more info on how email can be used to increase engagement and the strength of your customer relationships, download our free whitepaper: