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The Value of Regular List Cleaning
A lot of internet marketers have huge lists made up of hundreds, even thousands of subscribers, but if the subscribers don’t click the links or take part in website activities, then what’s the point of the great numbers? It’s possible for this to be expensive, as it may cost more to retain large numbers on your list. Weed through your lists several times each year.
The fastest way to tidy up your list is to just delete subscribers who haven’t opened or clicked through on any of your last year’s-worth of emails. Before you delete them, however, there is a better option. You can let your subscribers know that if they don’t respond, they will stop hearing from you. Sometimes this will encourage those who have not yet taken action to get busy.
Segmenting your list is the best way to accomplish this. Create one list that includes all your inactive subscribers. This allows you to target these subscribers in a brand new way. Perhaps these subscribers require a bit of a nudge. Use something totally different with your inactive subscribers than what you’ve been doing with your active subscribers. This is an excellent way to test alternate link placement, more aggressive ad copy and other new approaches.
Cleaning your lists also requires you to take a look at your performance and metrics. It’s not the most thrilling thing in the world to do, but it is necessary so that you are aware of what is happening with your subscribers. For example, you may have a high number of inactive subscribers; if a lot of your subscribers seem dormant, look at the possibility that what you offer in your advertising and emails may not be what they are looking for. Review the first email that you sent to them when they signed up and see what you promised them. Did you provide what you promised?
If you didn’t, correct the situation right away and fulfill your promises. Making this minor change may substantially improve conversion rates, to your pleasant surprise. The reason that you undertake email marketing in the first place is to realize a return on investment (ROI). If that is not happening, tweak your methods until it does. If the person has not yet unsubscribed and your message is not ending up in the spam folder, it is still possible that you can convert them.
It is critical to keep in mind that even if you have done everything right and your copy is excellent, some subscribers will quit opening your emails for no discernible reason. A number of things can cause this. Sometimes your email goes directly into spam folders, but sometimes the recipients just weren’t interested in the first place. Maybe they were just looking for freebies and only signed up to access the free eBook or eReport you offered. If your attempts to reengage them are not successful, it is best to eliminate them from your list.