Today’s email marketers must navigate their way through a complicated landscape of shifting customer expectations, challenging new technologies, evolving government regulations and other issues old-school direct marketers never had to face.

The 5 basic principles are:

3. Clean and analyze mailing lists: A “dirty” list – one with too many unsolicited, incorrect, out-of-date or duplicated addresses – hurts your campaign performance and your company’s delivery and sender reputation. “List hygiene” means cleaning out bad addresses,
which reduces undeliverable emails and helps you spot problems fast. Review your list to see who hasn’t opened or clicked for the last six months. Provide them with a compelling offer to re-engage. If that doesn’t work, try changing the frequency with which you contact them to test if that makes an impact in how they engage with you.

2. Permission is not optional: When you send unsolicited email, you hurt your brand, your campaign and your sender reputation. Don’t use “stealth” methods to collect email addresses such as pre-checked boxes on site registration forms. Use a proper, two-stage opt-in
process that requires confirmation before the address goes into your database. Ask subscribers who have been on your list for more than 12 months if they want to continue receiving your email and retain all the permission data on each subscriber.

3. Focus on list quality over list size: Growing your mailing list is important, but don’t do it at the expense of quality. While it may look impressive to have a large list, quality names should be your highest priority. Make sure your company has defined its target audience and focus your efforts on adding names that fit this target. You may not have a large number of names in your database, but careful targeting will mean you have a list of high-value prospects and customers that result in higher response rates and greater success.

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