Whitepaper: Solutions for Email Subscriber Management

Solutions for Email
Subscriber Management
How to Maximize Deliverability
with your Mailing ListBy Sean Snyderman,Compliance Specialist
www.netatlantic.comYour Email Delivery ExpertsDo You
St a Ton Yodur COustuomters?
A company's relationships with clients is, Managing your member lists correctly with without question, the most important factor in tools provided by your Email Service Provider its success. Without knowledge of your clients, can provide you with a useful pool of members their relationship to the organization, and to pick from and engage in successful historical background a marketing campaign is campaigns. This paper will discuss what likely to suffer greatly from irrelevance and loss problems exist in list management and how to of interest from potentially long term clients. resolve them and improve your list.
Improving your subscriber list will improve your
deliverability, response rates, and your business.
www.netatlantic.com2Problem #1:
Who are my subscribers?
A common problem in list management checkout page, or other internet enabled is in assuming your client list is also your method. You may entreat current clients subscriber list. Unless your clients gave you by emailing them individually, or otherwise specific consent to send them more than a contacting them and obtaining consent. The transactional mailing, (i.e. a sales receipt or sooner you obtain this permission, ideally password reset), the email address cannot be during the first contact you have with the considered a subscriber. Similarly, obtaining a client, the more likely the member is to list from a partner organization, list broker, or welcome your email and not deem it spam.publicly available records, is not a valid opt-in Another problem is the assumption that your subscriber list acquisition process. email clients' address books are also part The criteria for a list starts with permission. of your subscriber base. Though this may Each of your recipients must have indicated, be in part true, this list is likely to contain within a reasonable period of time, that they undesirable addresses to mail to, including want to receive your newsletters. You must 'noreply@', 'help@' or other wildcard also set an expectation for the mailing content addresses known as 'role' accounts.and frequency and let them know they may Wildcards come from people making online unsubscribe (opt-out) at any time and have purchases, or joining social networking groups that request honored. and discussion lists. Sending to these addresses This is not to say your membership must only will spoil an otherwise valid and lucrative come from your website's signup center, sale subscriber list and will harm your deliverability.
www.netatlantic.com3Problem #2:
Who aren't my subscribers?
Just as you build and maintain a meticulous file of subscriber requests and confirmations, Sending people email
a good list manager should build a suppression file alongside this. This live file ideally contains when they never
all members who have not confirmed their agreed to receive it is subscription within a thirty day period, unsubscribed from your campaigns, who have obnoxious, and illegal.become invalid or otherwise are undeliverable addresses, as well as addresses whose subscription to the list cannot be accounted for.
A reputable ESP can provide you with an automated opt-out process that processes and retains inactive subscriber addresses, removes them from your active recipients file, and which can be exported to your desktop or otherwise linked to your own client relationship management software.
www.netatlantic.com4Using a suppression list helps deliverability, while
sending without filtering hurts your reputation.
Suppression files typically grow in small Use a suppression file to filter out bad or unsubscribed email addresses:increments as members opt-out or otherwise become invalid recipients due to cancelled or Bad/unsubscribed inactive accounts, domain name changes, or emailsother factors that affect a member's presence on your list. There are factors that can cause a suppression list to enlarge suddenly, such as: Do Not Send1. Larger than normal gaps in mailing activity Suppression
2. Sending irrelevant content in place of the Fileanticipated or expected content Email
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