Using a CRM to manage your email list is common practice in 2017, and Infusionsoft makes it easy to do. But, are you really managing your email list the right way?
Yes, it’s great to have a big list, but it’s even better to have an active and responsive email list. After all, the goal is to turn those leads into buyers. And, you can’t do that if your list isn’t opening and engaging with your emails. Here are our top 5 tips for effective email management:
1. Organic Growth & Permission
Infusionsoft requires a permission-based email marketing strategy. CAN-SPAM laws actually prohibit you from sending emails to just anyone. You must have permission to send emails to your recipients. Permission is obtained from sign up forms on your website. It’s best practice to offer something of value in exchange for someone providing you with their name and email.
Once you obtain the email address, be sure to deliver the content they requested, and let the recipient know how often to expect emails from you. It’s also a great idea to add a checkbox to your opt-in forms asking people to check that they understand the content they will receive.
2. Confirmation
Email confirmation or “double opt-in” helps protect you from malicious bots, fake email addresses, and mistyped email addresses. All of these can negatively impact your sender reputation and prevent emails from being delivered to the inbox.
3. Segment
Don’t send every email to everyone on your list. Collect information on your contacts so you know exactly what they will be interested in. Then, tag them with their interest and only send them information that will be valuable to them.
4. Whitelist
On your thank you page or in the first email you send, ask your subscribers to add your email address to the their address book or safe sender list.
5. List Hygiene
Keep your list healthy by sending frequent communications and always providing an easy way for subscribers to opt-out of your marketing. It’s helpful to set up a regular schedule for sending emails so your recipients will come to expect when they’ll receive your messages. You also need to periodically cleanup your email list to ensure all addresses are current, active and deliverable. To keep your list clean, you’ll want to identify all engaged contacts and tag them. Engaged contacts are those that have recently:
- Opted in via an Infusionsoft hosted web form
- Opened an email
- Clicked a link within an email
- Purchased a product or service
- Been on a recurring subscription
Once you have identified and tagged all contacts meeting at least one of the criterion above, opt-out all unengaged contacts. Please note: The general rule of thumb is to search engaged contacts within the past 120 days (four months).
Infusionsoft even allows you to automate this step. You can easily do this by importing one of the FREE list management campaigns from the Infusionsoft Marketplace like Clean Your Contact List, Hard Bouncy Recovery and/or the Track Email Engagement campaign. Even better, one of the new updates coming to all Infusionsoft apps in August allows you to set a threshold on when your contacts are no longer considered engaged with your list. You can read more about this update here.
These are just some of the ways to keep your Infusionsoft list clean and ensure your emails are delivered to the right contacts at the right time. For more tips for effective email management and ensuring you are compliant with CAN-SPAM laws, contact the Smart to Finish Team for support. We’ll be glad to implement these and other best practices so you can focus on creating new and valuable content and generating even more revenue for your business.
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