Is your list getting smaller?

Is your list getting smaller?Depending on when you began to get involved in email marketing, you will be more or less familiar with the challenge of trying to keep readers of your emails interested whilst at the same time keeping the overall process efficient and timely.

This article raises a number of different issues from content writing and subject lines through to click through rates, design and list building... but the area of focus today is data and the key issue of maintaining a decent and healthy list.

Many of our clients have over the years faced the challenge of trying to build their lists. Pure subscription from their websites, social media campaigns, list purchasing, you name it and the chances are you've all tried it.

It is commonly recognised that pure subscription subscribers are the most "loyal folk", but does loyalty last and is it really the quick win that you are looking for to boost sales in one particular period.

Over the past 5 years the world of the internet has changed dramatically and email is no exception. Looking at various published reports the number of email users worldwide has grown from 1.3 billion in 2008 to 1.9 billion in 2010 to a predicted 2.5 billion in 2014. At the same time, the number of email accounts has also grown exponentially with over 3 billion in existance at the end of 2011.

This presents us with another problem. Customers are able to change their email address without telling you! With over 70% of all email traffic being classed as spam, who can blame anyone for switching their email account as they try to dodge the spam trap. 10 years ago you would have been forgiven for signing up to all number of different promotions. The web was relatively new, email marketing was in its infancy - at least certainly compared to today.

Nowadays, people are much more aware and very much more cautious about what they sign up for. Ask yourself the question - when was the last time you agreed to receive marketing emails from anyone and especially not 3rd party emails when you bought something? We now go out of our way to protect our email accounts and to ensure that only those that really need to be able to contact us are able. Even creating an email for one particular event in our lives... wandcwedding@emailaccount.com, summer2012hols@emailaccount.com.

So what is the best way to get your users back on board? Well we have one of the possible answers to this question - and that is to consider direct mail. Yes the old paper based and traditional postal service.

Many of our customers have lists of clients old and new who are still very much on board with the product and with the service that they offer, but they currently choose to receive all marketing in the post rather than on email. Whilst for some this may never change, using MailAgent's integrated direct mailing capability, you are now able to make it easy for customers to switch either for the first time, or back to email.

 

The diagram shows the basic flow of communications... however this can be made to be as inviting and creative as you like - after all, you are sending this in the post! MailAgent currently supports sending A4, A5 and A6 direct mail, so you can get the message out there and then see what may be a significant part of your database come alive.

The challenge is to then keep the recipients engaged and involved - if only it was all so easy.

If you would like to speak with one of the MailAgent team about the direct mail capability or indeed in more detail about the list regeneration process, please do not hesitate to get in touch at mainfo@mailagent.co.uk.

MailAgent Ltd
John Dickinson Enterprise Centre
London Road Herts. HP3 9QU
Tel: 0333 577 0153
Fax: 01442 242 484
Email: masales@mailagent.co.uk

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