How to Maintain Your Mailing List

If you connect with customers and prospects through an electronic newsletter, you know that clearing unsubscribes and undeliverable addresses from your mailing list is just as important.

I was reminded of this in a BtoB magazine article entitled, “List Retention a Tough Battle.” The magazine’s special edition on Email marketing arrived by mail this week.

“Recipients who really want to get off your list will unsubscribe, but more often, those who are uninterested will just quit reading your messages or put them in their spam folder,…”

Before sending one of my weekly newsletters, I remove Email addresses that have bounced or unsubscribed. It takes just 90 seconds to complete the task.

My guess is that some newsletter delivery systems make this maintenance easy with just one click while others aren’t so simple. That’s when you start considering other programs for newsletter delivery.

Take a minute to clean your mailing list, and occasionally look at the stats to see which subjects readers enjoy most often. Such information will tell you if a microsite featuring that topic is in your future.

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