5 Tips for Acquiring Responsive Subscribers

Allison Howen
by Allison Howen 10 May, 2013

When it comes to launching a successful email marketing campaign, obtaining a large email list is only half the battle.

Ensuring your subscribers are high quality is just as important - if not more important - as maintaining a large number of subscribers. After all, a massive list of unresponsive consumers is less effective than a small list full of responsive consumers. Check out the tips below to guarantee the subscribers on your list will engage with your messages: 

1. Identify your objective

Consumers aren't going to sign up to receive your email promotions or newsletters if they don't know what they are going to get, which is why it is up to you to tell them. For example, if you're a retailer primarily sending out promotions and exclusive product information, make sure to say that on the sign-up form, just as Smashbox cosmetics does.

2. Stay on a schedule

Don't depend on subscribers to be responsive if they can't depend on you to deliver content, however, it is just as important to not over-deliver messages. For instance, if you promise to deliver a weekly newsletter during the initial subscription sign-up, make sure to fulfill that promise. By being consistent, your subscribers will know what to expect and be more likely to open your emails. They might even end up searching for your messages within their inbox on a regular basis.

3. Segment lists

It is important to know what your customers want so that you can send them relevant information, as this will result in higher open and engagement rates. The best way to make sure that your audience is receiving pertinent content is by allowing them to choose what they are most interested in when they subscribe. For example, Time allows subscribers to select the type of newsletters they'd like to receive during the initial sign-up process.

4. Use double opt-in

It can be simple to foster a large email list through strategies like offering a promotion or giveaway in exchange for subscriber information, but doing this can also lead to subscribers who simply joined your list for a freebie. In order to ensure that your subscribers are responsive, marketers can use a double opt-in strategy. This technique sends a verification email to every subscriber, in which they must click on the link within the message to be added to the marketer's list. This technique not only makes sure subscribers are responsive, but can also help businesses get rid of low-quality (of not bogus) data in their lists.

5. Get personal

While you may have already taken steps to segment your email lists, it is also important to track each subscriber's activity, so you can reach out to them based on the actions they take. Something as simple as sending a welcome message to a new subscriber is one way to stay personal. Additionally, sending a follow-up message to a consumer who abandoned their cart on your site is not only personal, but can also help you save the sale, build a relationship with the customer and create a more responsive subscriber.