Nothing is more frustrating than spending a lot of time, effort, and money in building a large mailing list, only to have poor open rates and abysmal click-through or purchase rates. As many marketers can tell you, the magic is not in the numbers, but in the engagement. Here are two steps to creating an email list that responds.
1. Get to know your subscribers.
First, run a couple of surveys and do some demographic research to learn more about who is subscribed to your list and why. Clues can be found on social media, in message boards, and even in your own opt-in offer pages.
2. Tailor your content.
Once you have a clearer picture of who your subscribers are, you can tailor your email marketing efforts to them through content that is tailored to them. Remember to make it help content – not just salesy content.