1.
Is Your List Making Your Email
Sick?
Special Guest:
Dan Stevens, CEO/Founder of Kickbox

2.
Agenda
• Why buying or renting a list is not the right
approach
• How segmenting/targeting can help
• How to take your list from sick to healthy
• How a healthy list will increase your email
effectiveness

3.
To Buy, or not to Buy - that is the question.

4.
Lists - Getting Started
• Your emails help to build and establish a
relationship with your recipients
• Email addresses go stale
• Continually building your list is a must
28% of email addresses become
unreachable on average, within a
12-month period. It is crucial to compensate for list churn and
substantially grow your email lists.
- MRSS/Advocacy Institute

5.
Email List Best Practices
• Send what you promised at sign up
• Grow mailing list organically
o Sign up form
o Guest book
o Trade show
• Keep readers coming back for more
• Stay spam law compliant

6.
Email List Best Practices cont.
• Quality lists are NOT built in a day!
– Leverage existing network
– Customers past/current
• Build & grow
– Constant process
– You can lose up to 28% of your list each year to attrition
• No purchased or rented lists
– Purchased lists aren’t a good way to start a relationship (not
allowed by reputable ESPs)
– Bad for delivery
– Against spam laws in other countries

7.
Be Good to Those Sign Ups!
• Mail regularly – at least once per month
• Don’t mail to an address if you haven’t in
about 6 months
• Send what you promise!
• Adopt an email privacy policy
• Respect all unsubscribes - It’s better to
lose a subscriber than to be marked
as a spammer.

8.
NOT to buy,
that is the answer!

9.
Segmenting

10.
Segmentation
• Segment lists:
o Better engagement
o Specific events or
information
• Your customers are
all different
• Improve your email reputation

11.
Segmentation cont.
• A/B split testing
• Non-responders
• Responses
• Open rate
• click-through rate
• Sales conversion

12.
Email Valuation
Email Validation
Email Verification

13.
How a healthy list will increase your
email effectiveness
Better content = more engagement = Higher ROI
• Specific list to target the right info to the right
people
• New sign ups keep it fresh
• Mail often – keep your business in your
customers mind AND help remind them they did
sign up
• Keep an eye on reports – watch opens and clicks
for engagement, unsubscribes for loss of
interest

14.
Now What?
• Small steps – Rome wasn’t built in a day
• Do research now, implement over time
• A/B Split tests are in your future
• Check your analytics more than once a year,
they’ll tell you how your changes are working

15.
Resources
• VR Marketing Blog verticalresponse.com/blog
• Free Guides verticalresponse.com/marketing-resources
o Testing,Testing 123
o Email Reporting Basics
o List Segmentation: Create Targeted Lists
• Kickbox - kickbox.io
• Verticalresponse.com/integrations