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Maintaining a Mailing List

July 06, 2012 | Comments: 0 | Views: 198

Pruning your mailing lists

Maintaining your mailing lists is essential, even though it is time consuming to do, there just is no excuse for using untidy mailing lists to try and get customers.

The following reasons are why you need to maintain your mailing lists and will help you establish strong procedures to actually keep doing it.

Falling off the perch

Not a nice topic to think about, but as business owners we need to consider what portion of our customer base has died since we last reviewed our lists. Depending on your targeted customer demographics this number could be small or large. Even so it means that a small portion of your list is not being actioned and will reduce your responses.

People are dynamic not fixed

On average, most lists have 10-20% of the contact details incorrect because they have moved for one reason or another. There is a high proportion of people that move every year, some to a completely new location miles away from your business reach.

Marketing staff need to remember that people change addresses all the time. With email addresses this is even more pronounced as people ditch emails to avoid the spam folders filling up.

If you are relying on email mailing lists, carefully assess each email address for its volatility to identify any patterns indicating this contact will ditch the address in the next 3 months.

Changing demographics move the targets

On your mailing list there will be a segment of targeted customers that will move out of your targeted demographic and into another that you are not aiming for.

Go through your list and remove any customers that have shifted away from your ideal customer target. While doing this, see if you can see any potential customers that have moved into your targeted area to replace them with.

Check to see if they have opted out

Conduct regular reviews of your mailing list to see if the people that have opted out are not still getting your marketing causing you ro breach various marketing laws.

If you are keeping any customers that have opted out you are only misleading your own statistics. They will cause your response rate to suffer as it was never going to be a conversion.

I would recommend pruning your mailing lists every 2-3 months to ensure that all dead addresses have been removed. A good way to do this is by ensuring that your mailing system has a way to detect when a customer has changed their address.

I am always getting mail from people that moved years ago, and I wonder at the money that the company is losing trying to reach that customer. It also shows me how little they care about their customers, because they haven't noticed they are gone.

Source: EzineArticles
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