How to Maintain a Strong Email Subscriber List

Many business owners ignore email marketing in favor of focusing on social media, and paid ads.  However, email has the greatest ROI of all forms of marketing and is something that every business, no matter what product or service they sell, should consider implementing as part of their marketing strategy.  Building and maintaining a strong email subscriber list isn’t as hard as it sounds, either.  Although it’s important to know what you’re doing to ensure your subscribers don’t unsubscribe.  To help you on your journey, we’ve come up with a list of tips that will serve you well when it comes to keeping your email subscribers happy.

Make Sure the Emails You Send are Useful

Before you send an email to your subscriber list, it’s important to ensure that it’s useful.  If you’re scratching your head, trying to work out the reason for the email, it’s probably not worth sending.  But how do you decide upon what to send?  Here are a few ideas:

  • A Welcome Email: Greeting your subscribers with a heartfelt email is always a good idea. They’ve joined your list because they want to have a relationship with your brand, so send them an email upon subscribing to show you care about them.
  • Educational Content: If you’ve got a library of webinars, eBooks, infographics and whitepapers, find a way to incorporate these into your emails. Knowledge based content helps to establish a sense of trust and sets you apart from others in the industry.
  • Answer Questions: If you’ve noticed your customers are asking similar questions via email and social media, send out an email to address these all in one go. Not only will it save your employees some time, but you’ll increase your credibility among your subscribers.
  • Be Personal: Some subscribers love to receive emails that tell them about the personal side of the company. Tell them what’s going on with your business, and what exciting new products and services you have lined up for the future.

Employ Segmentation

If your business caters to more than one type of customer, it’s important that you employ segmentation to ensure your emails target each group effectively.  An easy way to explain this is to pretend you are a plumbing contractor who services both residential and commercial contracts.  While your residential clients may appreciate an advice email on ‘How to Keep Your Pipes Free from Freezing This Winter’, it will likely be irrelevant to your commercial clients.  Likewise, an email advertising your commercial services and rates won’t be of interest to your residential customers.  Keeping these two groups of people separate will help you to send targeted emails that work, and ensure you don’t see people unsubscribing due to irrelevant content.

One study showed that businesses who segmented their lists received 24% greater revenue, 28% lower unsubscribe rates, and 39% higher open rates.  If this isn’t a good reason to employ segmentation in your marketing strategy, we don’t know what is.

For those reasons, it is important to choose an email marketing service that includes segmentation features and doesn’t charge you for creating new lists!

Send at the Right Time

It is estimated that over 89 billion business emails are sent and received every day, and this figure is only expected to increase.  With your customers and clients receiving so many emails, it’s important to ensure that yours is received at an appropriate time in order to achieve a good click-through rate.

While the best time to send an email will depend on who your target audience is, data collected by Dan Zarella found some commonalities that should be considered by all.  These are described below:

  • 10pm-6am is a dead zone and an ineffective time to send emails.
  • 7pm-10pm is the best time zone for promotional emails.
  • The second most effective period for promotional emails is between 6am and 10am.
  • Emails sent between 10am and midday are usually deleted or ignored due to this being when most people are sorting out their daily workload.

While open rates do tend to be higher in the morning, it’s also important to consider what time of day your audience has a free period.  Business clients, for example, are usually busy early in the morning, while parents may have more free time once their kids are at school.  The best thing you can do here is utilize A/B testing to find out which time period works best for your company.

You Won’t Be Able to Save Everyone

Finally, it’s important to remember that you won’t be able to keep everyone subscribed to your list, and you are bound to lose subscribers every so often.  If you notice that you’ve lost a large amount in one go, though, it’s worth re-evaluating your strategy and working out the reason.  In some cases, there won’t have been anything you could have done to prevent it, but in others, you may have made a critical mistake which could be rectified in the future.