We all know how costly and time-consuming it can be to build your email lists.
If collecting organically, getting the balance of collecting commercially viable data without adding a huge barrier can be tricky (one for a blog topic in its own right).
Buying in data can seem like the easy way out, but there is a considerable risk of bringing in poor quality data that can negatively affect overall results and the deliverability of your campaigns as a whole. It can be a bit of a minefield but by using the right suppliers and data collection techniques you can get it right.
What do you do as an organisation to protect the quality and useful life your list? Once you have built a good list do you look after it? It’s easy to think of a list as a resource that is there to be tapped into when required. It is often overused or conversely, neglected. To maintain the life of a responsive list you need to use it consistently and use it well or 6 months later you will be asking yourself why your results are declining and you will be looking to bolster your list again
This probably sounds familiar to you. I know many of my clients experience these problems. They put all their time and effort into obtaining new data but then 6 months later find that despite their hard work the list has become unresponsive.
How can you prevent this?
There are some simple steps you can take to keep your list responsive and reduce the impact of list churn
Keep subscribers active and engaged. Empower them to distribute your content
Reach out to inactive subscribers
Hopefully these pointers will help, feel free to comment and let us know your thoughts and experiences.
Client Strategy Consultant