5 Steps To Keep Mailing Lists Ever Productive
Study shows that 30% of businesses don’t know how to use mailing lists to increase ROI. This article
offers proven strategies that help in keeping mailing lists ever productive. Applying these can
drastically increase a company’s revenue, save hours of work and help in maintaining successful
relationships with clients.
Step 1
Ensure List fitness
Before rolling your campaigns, ensure that the records in the email list you use for your marketing
campaign are
* Opt-in
* Targeted
* Adequate
* Precise
* Active
Step 2
Handle leads, bounces, unsubscribe messages the right way
Proper handling of mails that come back to you in the form of replies and bounces after sending your
campaign emails, helps in keeping your list clean and fertile. Make separate folders for:
* Leads
* Unsubscribe responses
* Bounces
Step 3
Honor unsubscribe requests
While it is mandatory to include unsubscribe option in all your email marketing campaigns, it is more
so important that you honor unsubscribe before you roll your next email campaign. By honoring
unsubscribe requests, you comply with legal obligations, maintain good relationship with ISPs and
keep your email list hygienic and productive for consecutive campaigns.
Step 4
Remove hard bounces
A hard bounce is an e-mail message that has been returned to the sender because the recipient’s address
is invalid. You cannot avoid such bounce backs because of frequent changes made by email recipients.
Make sure that such addresses are removed from your list after each campaign.
Step 5

Take advantage of ECOA and Email Appending solutions
ECOA is the process of adding active email addresses of targets that have changed their email
addresses. Email Appending is the process of adding current emails of targets whose email addresses
are missing in your database. List providers offer these solutions; take advantage of these solutions to
keep your list healthy and growing.
The bottom line
A list can keep generating revenue for your company if the art of list management is employed. With
small investments, you can reap huge profits from your marketing data.