Groom the email list to send newsletters to only genuinely interested customers

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 30, 2021, 5:33 PM UTC

Removing auto-responders, subscribers that are not engaging or are irrelevant to the core business can help target only responsive and interested audiences.

Brands should consider grooming their email list as it would reduce their chances of landing in the subscribers’ spam folder while also increasing their engagement rates. Instead of spending excessive time thinking about the size of the email list, marketers should groom their list by removing auto-responders, non-engaging and irrelevant subscribers.  

Brands can also use preview text boxes to inform readers about the email content. Write intriguing yet clear and explicit subject lines that are relevant to the business and its target audience. Similarly, make it easier for users to find the unsubscribe link.

Adding the unsubscribe link to the newsletter can help brands ensure they engage only those subscribers who actually want to hear from them – important for increasing open rates and click-through rates. Further, optimise emails for mobile devices, use images to make branded emails look visually interesting and personalise each email by adding readers’ names and other details.

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