Creating an email subscriber list in your email software is generally simple. Often, all it takes is a few clicks and a descriptive title. The challenge is growing, segmenting, and maintaining your lists.
Grow your email list organically. This means you need to seek out leads who are genuinely interested in your brand, perhaps using the demographics research tools available on Facebook. You can offer these potential subscribers incentives, such as contests, a loyalty program, or free webinars, to encourage them to sign up for your list.
To ensure your email subscribers receive only the content most relevant to their needs, segment your list by demographics, interests, geographic location, or other factors that make sense for your business. From there, you can create drip campaigns and other automated messaging for these segments using your email marketing software.
Although it might seem like an easy way to jumpstart your reach, never buy an email list. These leads have not opted in to receiving your emails, which puts you out of compliance with most anti-spam laws. Furthermore, you’ll likely end up with terrible open rates, high bounce rates, and recipients marking your message as spam. Without a proper opt-in system, you can’t be sure your messages will ever be seen. This may be the most important email marketing best practice for companies.
Finally, regularly scrub your subscriber list of fake, incorrect, bouncing, or inactive email addresses. Keeping subscribers who aren’t interested anymore or who have invalid addresses only skews your metrics and drains value from the insights that your email marketing software provides. After you try to reengage subscribers who may have gone quiet for a while, pause communications for those who remain unresponsive.