Email Marketing Software Tip #3: 4 Ways of Keeping Contacts Active

7:46 am November 18, 2009

Email marketing solutions can only be successful if your contact list is first-class. Despite this, email marketing solutions industry research has enlightened those interested by suggesting that some three months after they’ve signed up, your contacts will begin to be unresponsive to your email marketing solutions efforts. This is something common and should be expected, although there are ways to be certain that the group of waning contacts is kept to a small number. This will also mean that the number of your high quality contacts is larger on average. This article’s focus is on four helpful tips to help you maintain a high quality email marketing solutions contact list.

“Valued Customer” Specials:

As a retailer, using incentives can attract subscribers to continue their interest in your emails and services. Providing a simple promotion or discount for subscribers that haven’t opened recently can reactivate a dormant user. In addition, you can send these kinds of offers to in-active users so that they have the chance to update their contact information and preferences etc. This will help gather information on their continuing needs as a customer, as well as give you current contact information.

Questionnaires:

The best way to discover why a customer hasn’t been opening your emails is to ask them. Using email marketing software you can create a survey (that is quick and easy to fill out) so that in-actives can provide you with feedback. This is valuable information on things to avoid, but more importantly will tell you EXACTLY what particular users need from you so that you maintain them as active contacts. The survey will have questions relevant to your services, but be sure to also include things like a “preferred kind of message” section, or “best time to contact by email” section and of course a “comments and suggestions” section.

Go Over Your Contacts with a Fine Tooth Comb:

Often times you’ll notice that there are chunks of subscribers not responding to your emails that all have similarities. Through these similarities you might be able to determine how to get through to those groups. You might find there is a section of your subscribers that are all in a particular demographic that you haven’t been targeting in your email marketing software campaigns: young men, older women, single parents, or people in a different time zone, etc. By taking a closer look at your contacts you might get a lightning bolt idea as to why they have not previously responded and can easily remedy it so that your email marketing software yields even better results.

Test Your Email Marketing Tactics:

Spending time on testing will help you find out if you can bring some of your ‘inactives’ out of hiding.

Knowing that you are always sending out your emails at the same time might mean you need to change the time of day you are sending out. If you normally send emails to people in the morning, then try changing that to the afternoon or evening. Then watch for the results and compare them to previous email marketing campaigns. Also, play around with the frequency that you are sending out your campaigns. If you are used to sending once every two months, then try sending it out once a month. Then try sending it out every two weeks.

Additionally you can modify the content of your emails to discover more about how your campaign’s effect your contacts. After you’ve taken a closer look at your contacts you may have discovered a commonality between them that requires you to change the content of the email to match the needs of those subscribers. Another way to experiment is to send a campaign in a different format. If you normally send out all text emails, then send out a more dynamic campaign; or vice-versa.

Another important factor is you subject line. Sometimes all it takes to attract a subscriber back to the active list is changing the subject line. A subscriber might not open the email because the subject line is the same or similar to previous messages sent. For these subscribers the assumption is that if the subject line is the same or similar, so is the content.

Mixing it up by employing differing ways to send out your email marketing solutions campaigns can kick-start some inactives to active, but will also give you more info on what they really want.

Experienced email marketers put the time in to work on their contact list. Now is your opportunity to ensure that you are getting the most out of your email marketing campaigns by putting in that added elbow grease so that your subscribers are aware of and listening to your messages.

Rudy Barell is a Senior Development Executive with Elite Email, the #1 email marketing used by businesses around the globe. Create eye-catching emails and track your success with detailed reports for your marketing/">email marketing solutionsTry it free!

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Tags: contact list management, Email Marketing, email marketing software, internet marketing, list maintenance, list management, list manager, marketing

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