Email list management: Why is it so important?

By Monday, July 30, 2018 0 No tags Permalink

There are a number of reasons to take email list management seriously and organize your list proactively. Yet so many people fail to take the time to optimize their lists, and end up missing out on revenue and customer engagement as a result.

To motivate you to knuckle down and solve your email list issues, here are a few of the benefits that come from being proactive and organized in this area.

Keeping Customers Happy

There’s nothing worse than getting an email notification and feeling that little buzz of excitement and intrigue, only to find out it’s an irrelevant bit of correspondence from an individual or organisation that’s clearly contacting everyone on its books indiscriminately.

If you fail to take this into account and don’t bother managing your email list effectively, you could end up losing the loyalty of subscribers by peppering their inbox with information and offers that won’t be of interest to them.

Conversely if you’ve filtered your prospects according to a number of distinct criteria, you’ll be able to identify the right sub-group to hit with that perfectly-crafted message at the right time.

This will not only keep customers happy, but will boost open rates, clicks and conversions in the process.

The good news is that open rates are actually on the rise at the moment, although this varies depending on the topic that’s being tackled. Finance leads the way, ahead of retail, while B2C messages benefit from higher levels of engagement than B2B communications.

Saving Time

If you do have ambitions to hone your email marketing and stay on the right side of your contacts, then a poorly organised list will be a millstone around your neck when the time to fire off a message arrives.

You could spend hours combing through, selecting the people you want to target manually and missing out those that don’t fit the bill. That’s time that you’re wasting unnecessarily, as the best email providers will let you embrace your inner organiser and keep everything neat and tidy.

Tracking Email Effectiveness

This ties in with keeping customers happy, as the only way to know whether your messages are finding the mark or causing frustration is to look at the available data, see which emails have generated engagement and which have been ignored.

Pruning people from your email lists, or moving them from one list to another, can only be done with confidence if you’ve got the data to hand. And while you can probably do this using a spreadsheet, it’s far easier to adopt a competitive platform which delivers in-depth analytics in a clear, concise way.

Complying with Regulations

Another reason to look at the data generated by campaigns and take action based on it is to stay on the right side of new regulations. Customers are increasingly aware of their rights when it comes to data privacy, so you cannot afford to cause disgruntlement by keeping contacts on your list if they have requested to be removed, or didn’t ask to be added in the first place.

Additionally if you don’t take heed of changes to the rules governing how data can be collected and stored, you could face steep fines and also suffer serious reputational damage.

Email list management doesn’t need to be a headache, but it’s all too often overlooked by businesses that aren’t attuned to its importance. Once again the act of choosing a good provider will give you the best chance of making this task much simpler, letting you turn a chore into an opportunity to impress your customers and contacts.

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