Many companies have a database with an old mailing list that they haven’t used in a while. These lists, although old, can be valuable to the business, because they are made up of people who have or have had interest or relationship with the brand, that is, full of potential customers. That’s why you need to use these old lists strategically and assertively to grow your business.
Clean up your old mailing list
A list without activity certainly has some errors, such as emails that no longer exist and hard bounces. Therefore, it is no use having a very large list if you later present these errors all. Clear the old mailing list by removing invalid emails and contacts from people who are no longer interested. It doesn’t matter if your list goes down a lot because it’s important to keep in touch with people who are really interested in the brand.
So take a moment to retrieve your email list and delete contacts that no longer matter. Also, if your email goes to SPAM folders, it gets a bad reputation on the servers. If you don’t want to waste a lot of time, there are email marketing services that allow you to do list cleaning.
How to start working on the old mailing list?
Send leads an informal presentation, reintroducing them to your base. This is the first email to send before you start sending campaigns and other content. Therefore, present the project, resuming contact and explaining that you will start sending new content. Also, don’t forget to explain why the lead is on your email list, as people often forget they have subscribed to the newsletter in the past.
Another important point is the segmentation of the database. Separate contacts into small groups according to criteria that are relevant to your business. It could be the interests, what types of products they bought, etc. Don’t be alarmed if you don’t create very effective targeting at first, this is normal.
Plan the campaign that retrieves the old mailing list
The basis of the strategy should be that the brand cares about each person and how it is missed. The intention is to win back the people! You can even make a personalized list of people’s interests by suggesting new products. Or offer some exclusive benefit to those who are part of the inactive database, for example, a discount coupon.
Build a good lead relationship
It’s no use bombarding people with information, expecting them to be 100% receptive. Remember that many of them do not even remember signing up for the database. Therefore, create effective content for the public that has little interaction and analyze the results.