spring-cleaningIt’s that time of year again when all the talk turns to getting things neat and tidy for the summer months ahead. While your thoughts may be preoccupied with all your springtime household chores, make sure you don’t forget about email marketing. Just like your home and garden, your mailing list can also use a spring cleaning.

‘Spring cleaning’ your email marketing list will enable you to give your campaigns more focus and allow you to make your message more relevant for your subscribers. Here are just a few of the ‘chores’ you can complete before summer comes:

Re-engage With Subscribers

Logic dictates that the largest your mailing list is, the greater the likelihood that someone will click though your emails. In practice, however, this is not the case. If a proportion of your subscribers are inactive, your reputation as an email marketer could suffer; disengaged contacts could affect your deliverability with some of the major ISPs.

Start by finding all the subscribers that haven’t engaged with you in the last six months. Rather than removing them from your mailing list immediately, first make an attempt to re-engage with them. Send them an email containing a discount or special deal that will encourage them to use your company again.

Take this example from Medic Animal:

Medic Animal Subject Medic Animal Re-engagement
This email makes a big effort to re-engage with an inactive subscriber. As well as offering a discount on the next purchase, they have also listed some of the benefits that their company offers its customers. There is even a ‘reorder’ button, making it as easy as possible for a customer to make a purchase.

A re-engagement campaign is likely to ‘activate’ some of your subscribers. However, if they still remain inactive, you can remove them from your mailing list.

Reward Long-standing Subscribers

In general, the longer someone remains of your mailing list, the less active they become. While your long-standing subscribers may not be completely inactive, they are unlikely to be responding to your emails in the way you would ideally want them to. Take the time to re-engage with the customers who have been on your list for a year or more by offering them a reward for their loyalty.

Green Man Gaming sent this loyalty reward email:

Green Man Gaming Loyalty

Despite the fact that I had only even made one purchase with this company, I received this ‘loyalty reward’ simply for remaining on their mailing list. The wording of the message shows that they are clearly trying to re-engage with their customer: “As a Green Man Gaming customer, you are more than just a random person buying games with us: you are part of a big family we care for.”

Sending an email like this can help you keep activity on your mailing list consistent and, hopefully, prevent subscribers from becoming disengaged completely.

Attract Some New Subscribers

By now, you’re well on the way to having a mailing list filled with highly engaged subscribers. It’s the perfect time to attract some new subscribers to your list: subscribers are generally more active when they are new. You can utilise your existing subscribers to do this. Offer them a reward for referring a friend to your company, just like Blow Ltd did recently:

Blow Ltd
A campaign like this not only widens your subscriber base. It can also help to create renewed interested in your company with your current subscribers.

Spring is the perfect time of year to make sure your mailing list is working to its full potential. By carrying out a few simple ‘spring cleaning’ activities, you can look forward to a summer filled with active subscribers, an increased click-through rate and boosted sales.

Image courtesy of Mister GC at FreeDigitalPhotos.net