Email Deliverability Tip#1: Build quality mailing lists

We all know that the lifecycle of an email campaign involves various phases like ideation, design, testing, and sending. Though we adhere to this model, sometimes our campaigns don't perform well and we end up a little short on achieving the desired conversions.

To maximize conversions, marketers should instill and adhere to a set of best practices during every phase of the email campaign's lifecycle. For the next three weeks, we'll learn about these best practices.

Today we'll focus on mailing lists, which are pivotal to the success of an email campaign.

Mailing lists are the fundamental blocks on which you build email campaigns. You have to do more than building signup forms and collecting email addresses. You have to grow your mailing lists organically, nurture them, and build a strong relationship with your contacts. Let's learn about some best practices for using a mailing list.

Organically grow your mailing list by following the double opt-in process.

Name the mailing list based on the signup source and segment contacts based on their needs and interests.

Don't frequently delete mailing lists and add new ones.

Assign a score to contacts based on their engagement to identify inactive contacts.

If you opt for a rarely used mailing list, send emails to active contacts first.

Regards,

Vivek Suresh

User Education | Zoho Campaigns

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