We have a good head start on how to build lists. We know the risks of spamming – and we know how to avoid it. We will now consider a crucial aspect of list building – keeping a clean list. What do we mean by clean lists? Just that we don’t retain inactive email ids and weed out the ones that are not likely to yield the result we expect.

Only keep those email ids that are active, prospective and likely to contribute in a positive way to your business. Your email provider can give you the tools necessary to keep a clean list of email addresses, by helping you remove the emails that are invalid. Do not forget to make sure that each and every email you send out has a link that lets your recipient update their information and contact details through your Web site.

Your List Is Your Bottom Line, Respect It!

You just cannot continue to keep the email id of someone who is not interested in receiving your messages just to maintain the size of your list. No matter how attractive the idea is, do not try to hold on to email ids unless they are responsive and happy to receive the information you send them. If you do not respect their wishes and email them even if they do not want it, they will just report you as spam.

Coordinating Within Your Organization To Keep Updated Lists

Some organizations have several divisions handling different aspects of the business. It is possible that one division has an email list that has a different set of addresses compared to another division. Now imagine sitting with them to compare and share. Both divisions have legitimately valid and verified lists!

What a valuable resource! Practically a goldmine. But wait. It is not nearly as simple as that. You have to ensure that there is perfect coordination while using similar email lists within the same organization. Different divisions send emails about various subjects. If you are sending emails to one set of contacts on your list, another division might be mailing similar content to the same set. You cannot afford to send too many emails to one contact from the same organization and increase your opt out rate.

One more aspect to this is that the lists within an organization must make sure that the email ids of the people who have unsubscribed are updated in all these lists. This is necessary particularly if you have multiple email systems. Just imagine, one division continues to email a list that has actually opted out from the list. In such a case there is the risk of being reported as spam with serious consequences.

A coordinated strategy throughout the organization can take care of this.

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