Best Practices and Methods to Grow Your Email List Organically

Find out how to grow your email list efficiently and what email list management practices to adopt to keep it clean and healthy

Maintaining a healthy email list is essential in achieving your goal to make a company grow. Therefore, effective email marketing is what you need to help you in many ways, especially in generating more data for your leads.

But, how can you grow an email list more and at the same time sustain your revenue or ROI?

We have prepared best practices that you can apply to ensure a good and healthy set of addresses and organically grow an email list for your organization. At the end of this article, you will also have additional insights about email marketing and how you can make it productive for your sales.

Email List Management Basics

What is an Email List? – A collection of demographics: email address, name, and phone number of consumers interested in your product/service and opted to receive updates from your brand. This is also a way to do segmentation for all your data.

You should also look at your email list as a list of your possible loyal customers to help your business grow and generate a positive outcome when it comes to sales. But, where do you get this data? Email marketers have various platforms for generating leads or a Lead Generator.

Lead Generator – A marketing strategy that uses techniques and forms to successfully obtain necessary data from your prospect customers. Today, social media can become a great lead generator, for example through free sign-ups, and can maximize your email list significantly. Facebook, Instagram, and Twitter are widely used to magnet valuable customers.

Email List management includes actions that can grow the number of your subscribers or customers. That is why it is vital to take care of it the right way. When we say email list management, it also covers bounce email management and unsubscribed users management.

Read also: Bounce Email Handling Essential Guide

In addition, proper email list management will let you master how to get more consumer’s attention and make them loyal to your brand. Managing this list can further help your company to properly do segmentation and make a credible as well as a hygienic list that you can depend on.

What is a Hygienic Email List?

Factors that can contribute to a clean list are churns and engagement emails used by your organization. Make it more efficient and reliable, and do not keep what is not adding value to your mailing list.

NOTE: Some may resort to buying leads to grow an email list but keep in mind that it will attract an irrelevant audience and may damage your reputation in the long run.

Since most Lead Generation happens using a free process, it is advisable to run a test to know what platform generates more leads for your company. Once you are able to identify what platform to utilize in gaining more sign-ups, it is time to optimize and practice these techniques we have prepared for you.

Clean Your List

Based on the study, an active mailing list could be decreased by 20 – 30 % yearly, and that is just normal. Many would say that this is the opposite of growing an email list. But in reality, it is a result of the different behavior of your subscribers. Because of that, email list cleaning plays a special role in generating new ones or reactivating inactive customers.

Here are some best practices that you can apply to achieve a hygienic mailing list:

1. Use Double Opt-In

A double opt-in is also called a confirmed opt-in, and it is a method of obtaining new subscribers by sending a confirmation link to their email address to make sure they wanted to subscribe to your newsletters and other commercial emails. We always recommend using double opt-in when you collect new leads.

The advantage of double opt-in compared to single opt-in is that it doesn’t add email addresses with obvious typos to your database. Double opt-in allows avoiding malicious subscriptions, subscriptions made by bots, auto-reply email addresses, and spam traps. Some may argue that it drastically reduces the contact database. But, quality beats quantity in email marketing. A smaller list of active and engaged recipients can bring a higher ROI and help you build a good sender reputation.

Read also: Spam Traps 101: from Nightmare to Opportunity

2. Remove Hard Bounce / Unsubscribes

Just as people change location, interests, jobs, they can change email addresses. It can lead to some email addresses on your email list becoming invalid and producing hard bounce emails. Hard bounce email addresses must be removed from an active database after the first bounce. Repetitive sending to hard bounce email addresses is a negative signal to ISP when it comes to calculating your sender reputation.

Unsubscribed users are the recipients who decided to leave your list for any reason. If they don’t find an unsubscribe link in your email, they may report it as spam. Spam complaints generated by these recipients will significantly affect your reputation and email deliverability in a negative way.

With that said, setting up a good bounce and unsubscribe management process is must-have for all email marketers who use their own email systems. Email service providers normally handle bounce emails and unsubscribes for their users internally.  

3. Monitor Engagement / Re-engage Inactive Users

Email engagement is vital to make sure that your campaign gets the result you want. If your email can’t get through to your targeted audience and people don’t open them – all the effort would be wasted and possibly not generate any sales for you. At minimum, you should monitor who opened your email and try to win inactive subscribers back. Also, there are email engagement metrics besides open and click-through rates that you should monitor to see the whole picture.

Re-engagement

Having an engaged subscriber is everything. One reason is they are the one who buys and the ones who are loyal to your brand. It is best to be direct in sending re-engagement emails. It means improving your approach. If you need to upgrade or simplify your forms, you are free to do so. You would also want to personalize your message; this will help you gain their attention. Create something fresh and big, like a final special offer.

  • Offer to Re-subscribe

Make a noticeable email and ask people to choose between continue receiving your messages or unsubscribe. Delete those who unsubscribed and who didn’t react from your email database.

Example of a re-subscription email

Example of a re-subscription email
  • Offer Promotions/Discounts

Win back your subscribers with exciting promo or discounts that they can avail while being an active consumer. Make it enticing enough to gain their enthusiasm and be sincere to gain their trust.

Example of a discount email to idle subscribers

4. Remove Inactive Subscribers

It is reported that about 80% is an average churn rate. This means not all of your emails are being delivered to your targeted inboxes.

To maintain a healthy mailing list, you must delete subscribers, who stay unresponsive even after your re-engagement campaigns. For the reason that they will cost you more money and ruin your reputation in the long run. It is a tough decision to make, but you have to focus on your active consumers and grow your ROI.

You can remove email subscribers if they keep ignoring your emails during 6 – 12 months. Remember that the smaller and more engaging list, the better.

Takeaways

Having a clean email list can be your means of efficient email marketing that leads to more sales.  Remember that the quality of your work is the one that determines your success, not the quantity.

Never buy leads; generating leads organically with best practices will gain far more positive results.

AUTHOR BIO

Julia Gulevich is an email marketing expert and customer support professional at GlockSoft LLC with more than 15 years of experience. Author of numerous blog posts, publications, and articles about email marketing and deliverability.