Tips for List Building: Tip #6
Don’t ignore your existing list
When implementing your list building efforts, it’s important not to forget your existing list.
Re-Engage the Members on Your List
Members of your list that have become inactive can often be wooed back. Implementing strategies to re-activate and re-engage inactive members can prove to be fruitful because these customers know your brand and wooing them back often requires very little effort. See blog: Re-Energize Your List.
Two other ideas you might not have considered that could be appropriate for your list and business model are:
Email Change of Address
If you have large numbers of bounced records due to invalid email addresses, you might consider taking your bounced email list to a 3rd party service provider who can perform Email Change of Address (ECOA) services. By scanning your list of bounces, they can often match the old email addresses to new, updated ones. For more information on ECOA services contact Mustang List.
Email Address Append
Your direct-mailing list might also have some value to your email program. Often email addresses can be matched up to the mailing addresses on your direct-mailing list through 3rd party Append services. You can then send an email to these customers asking for an explicit opt-in to your email list. (This means that they have to actively opt-in to your list—being added to your list because they fail to respond to your request does not count as an “explicit” opt-in.)
As you venture into the world of list building, remember that email is an extremely effective tool for developing and sustaining your relationship with your customer. Develop strategies to enhance your customers’ experience. Customers who are interested in your services, products, or message are quality subscribers who will stay on your list, open your emails, and give you their business.