The Love Line is Open: Relationship-Building Tips for Email Marketers
Love is in the air, and it’s a great time to let your customers know how much you “heart” their business. It's also a good time to remember that you should nurture these relationships every month of the year.
At first blush these tips may seem like relationship advice from Cupid, but they should also be taken to heart when it comes to email list building and maintenance. Integrating these simple tactics can strengthen the value of your email program long after the images of flowers and valentines are stored away until next year.
1. Aim for the heart. Like Cupid’s arrows, your email campaigns should be targeted. Don’t send the same Valentine's Day greeting card to both your wife and mother. Relationships vary in love and in business as well. Use different sign-up forms to track each contact source and test different approaches to see what works best for each. Over time, by reviewing the level of interaction your email campaigns receive, you can see which sources generally have the most engaged contacts and segment future campaigns accordingly.
2. Be appropriate. Build your relationship with your audience by setting expectations up front. Don’t subtly try to trick people into opting into your list. Instead, make it clear and compelling. Getting more or different emails than they expected is a typical reason people unsubscribe or, worse, mark as spam. Make it easy for subscribers to adjust their email preferences. Listen to what they want changed or improved to make your emails more valuable — ideally before they unsubscribe.
3. Get engaged. Purchasing or harvesting a list will never yield the same quality as a permission-based list you build yourself. When building a quality mailing list, it's just as important to maintain the list to ensure it performs well. Just like personal relationships, your email list needs attention. Frequently remove inactive recipients as they can negatively impact your reputation over time.