So you’ve got an email marketing list 10,000 names long. But you’re still consistently getting less than a one per cent response rate, which is way down from what you’ve gotten in the past. Not to mention, you’ve started getting complaints from recipients that they kept getting your newsletter even after they formally requested not to, because duplicate emails had somehow crept into the mix.

Sometimes, it’s the message you’re writing that just isn’t connecting with your audience. But other times, the problem is that you haven’t taken the time to manage your relationships in their most basic level: your email lists, a critical piece of your marketing efforts. If your email blasts are resulting in a lot of bounce-backs, or what’s just as bad, no response at all, it’s time to revisit your list management.

How do you clear up your list? With paid list server services, management can be easy once you get a quick tutorial on the tools. You may be able to set up rules to automate many functions.  For free email marketing services or basic software that comes with your computer, you may need to do this work manually, one by one. It can be tedious, but it’s necessary (this may be where out-tasking comes in). Use card-scanners and other tech tools to expedite the process whenever possible.

You should be going through these lists at least twice a year. That means updating their contact information (including their information for other networks). Confirm if people have changed positions, since you want to be talking to the decision-makers for your field. An accurate but shorter contact list is generally more effective than a longer one filled with junk leads.

Linda Chu
CEO – Out of Chaos, Professional Organizing Solutions
www.outofchaos.ca