If you use email marketing to notify your customers of special offers and upcoming events, every new subscriber may seem like a source of potential business growth. However, if your expanding contacts aren't adding to your bottom line, managing your email marketing list may be the answer.
Customers are using tools like Unroll.me to rid their inboxes of unwanted or irrelevant marketing communications, but don't let that hurt your feelings. Instead, view this as a healthy and necessary purge of contacts that are very unlikely to convert — and a chance to cultivate a list of brand-new, high-potential leads.
Think of it as an opportunity to start fresh. Those segmented workflows you've been putting off? Now's your time to figure them out. Have some new acquisition techniques you want to test? There's never been a better opportunity than now.
In this post, we'll review some the strategies to help manage your email marketing list. We're focusing on your internal marketing campaigns sent to your subscribers, rather than paid email campaigns where you select a target audience. We'll talk about what you can learn from your lean email list, ways you can take advantage of a smaller cohort and how to build a new list of highly qualified and interested leads.