How to Manage Email Lists

• Step 1

  Send an opt-in campaign using a simple email survey tool. Include a clear call to action such as "Still want to hear from us? Check yes or no." This ensures your email list is filled with folks who really want to hear from you. Remember that quality is always better than quantity when it comes to sending effective email campaigns. An opt-in effort is always an email marketing best practice and is also CAN-SPAM compliant.

• Step 2

  Segment your subscriber list. Create groups and sub-groups using customer attributes such as zip code, gender, age, and any other demographic you know about your subscribers. Get these attributes through email surveys and your email sign-up form. With most email marketing software, you can practice advanced segmentation techniques and create groups that consist of your most responsive subscribers or those that purchase the most often through your email.

• Step 3

  Remove bounces regularly. After each email send, your email service provider gives you a list of those email subscribers whose email addresses are no longer valid. Remove these subscribers from your list to improve your deliverability rate. The higher your deliverability rate, the higher your chances are of getting past the email clients (such as Yahoo! and Gmail) and into your subscribers' inboxes.

• Step 4

  Respond to unsubscribe requests immediately. When a subscriber asks to unsubscribe, remove her immediately as an act of courtesy and also to comply with email marketing laws. Keep in mind that unhappy subscribers on your list increase the likelihood of your spam reports and a poor relationship with leading email clients.

• Step 5

  Respect your subscribers. Respect is the underlying attitude needful for all steps in effective email list management. Realize that each email address represents a real person and treat his email address accordingly. Use the information he gives you to enter in your email list database to send the best email message you can---one that he looks forward to reading.

• 3
• Consider an annual "update your profile" campaign to keep your list squeaky clean.
• Consider an annual "update your profile" campaign to keep your list squeaky clean.
• Never rent or sell your email list unless each subscriber explicitly agrees.
• Never rent or sell your email list unless each subscriber explicitly agrees.

References & Resources

• Clickz.com: Who Are Your Complainers?
• The CAN-SPAM Act: A Compliance Guide for Business