Publishers today rely on email to reach their audiences with real-time content and drive revenue from newsletter monetization strategies. So, how can they continue to optimize and execute those strategies for better performance? By keeping their email lists updated.
After all, the email address is like a digital passport. It’s the one piece of information you use to sign into publisher sites, social media platforms, apps — even your bank account. With a clean, accurate, and up-to-date email list, publishers can better understand their readers and subscribers and deliver personalized experiences at scale.
That’s why it’s so important to practice proper email list management techniques.
You can use these three to get started.
1. Clearly communicate your value proposition
So, you want readers to sign up for your emails. And you want to bring in high-quality subscribers who will actually engage with your content and won’t churn.
The best way to do that is to be upfront about your value proposition. Why should people subscribe to your newsletter instead of just going to your site or social channels? What will they receive in exchange for sharing their email address? Communicate this information in your ads and on your sign-up pages so readers know what they’re opting into.
Bloomberg, for example, even has a dedicated page called “What You Get” and clearly outlines the benefits of its Digital Access subscription:
2. Secure double opt-ins
Another great way to keep your email list clean and vet readers before they sign up is to use a double opt-in process. This adds an extra layer of confirmation so you and your reader can be sure they’re signing up for the right content and using the right email address.
The food app Off the Menu, for example, sends a simple follow-up email asking new users to confirm their subscription with a click:
You can also use this opportunity to ask readers about their email preferences, like how often they want to hear from you and what types of content they want to receive. This way, you can set them up for an enjoyable and engaging experience from the get-go.
3. Launch reactivation campaigns
It’s always hard to say goodbye. Make it a little easier by launching reactivation campaigns. That is, before you remove inactive emails from your list, reach out to them one last time by asking if they’d still like to receive your emails. Keep the ones that say “yes” and remove the ones that opt out or fail to respond.
You can also entice readers to stay active by offering a gift for a product or experience that matches their interests. For example, you might offer a free month-long trial for a subscription package or a discount code for some swag.
Whether you’re just starting to build out your email operation or looking to freshen up a stale email database, email list management can help. Now, with these best practices, you’ll be sure you’re reaching the right audiences with engaging experiences and opening up new opportunities to drive revenue.