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Growing your email list should be one of your main marketing activities. An email list is essential for most marketers, and the more targeted subscribers you have on it, the more valuable it will be for your business. But growing your list should not be your only focus. Sure, a bigger list is always a good thing, as long as it’s made up of the right people. But try to make more from the people who are already on the list to maximize the potential of each and every subscriber.

Get the Tone Right

It doesn’t matter how many people are on your list: You should always speak to them as if you are writing a personal email to each subscriber. Address them as “You,” talk in a friendly tone, and build a connection with them over time. People are far more likely to open your emails if they feel like you are writing to them rather than to 10,000 other people. And when subscribers reply to an email, read it and reply back to let them know that they can connect with you personally.

Segment by Demographics

Segmenting can get quite complicated, but even segmenting by basic demographics like age and gender can have a big impact on opens and clicks. For example, you could send male products to the men on your list and female products to the women. Or you might use a photo of an older couple for the people over 50 on your list, rather than a photo of teenagers.

Allow Subscribers to Set Frequency Preferences

Sending emails at the right time is hard. After all, there is no right amount of emails to send. For some people, it could be once a month. For others, twice a week. So let your subscribers choose. Set up a simple form, perhaps when they sign up, where they can choose how often they want to hear from you. Alternatively, when someone chooses to unsubscribe, provide another option to reduce their email frequency instead because they may be unsubscribing because they are receiving too many emails.

Let Subscribers Choose the Content

If you provide a range of content topics, let subscribers choose what they want. You may publish content on different types of products, services, and topics, and your subscribers may only be interested in some of these. You could also let them choose the type of content they want to receive, whether that is ebooks, videos, new blog posts, or company news.

Make Emails Location-Specific

If you have stores all over the country or state, use this in your emails. Collect zip codes when subscribers opt in, or when they make a purchase, and then you know where they live. You can then use this in your emails. Mention their local store in the email subject line or body to make it more relevant. Or if you have international customers, make the email relevant to their territory. It may be winter somewhere and summer somewhere else, so change the focus of the email accordingly. You could even reference big events in a town or state, like a local sporting event. All this helps to build a connection and get more opens.

Use Different Autoresponders for Different Sign-Ups

You already know about the benefits of autoresponders, but you don’t need to stick to just one. Instead, create a different autoresponder series for every type of sign-up. So if your subscribers sign up for a free ebook, write a drip campaign around this. If they sign up for a 50% discount on a product in your store, write another campaign. This helps to make every autoresponder hyper-relevant for the recipients, increasing engagement. We recommend MailChimp for sending autoresponders, but many email providers include this feature.

Send a Cart-Abandonment Email

Cart abandonment is a big problem for e-stores of all sizes, as I wrote about here. One way to counter it is to send a series of emails to your would-be customer reminding them about their purchase. You could even provide a special discount to tempt them back to complete their purchase.

Purchase History

If you collect data on your customers’ purchases in your store, you can use this to send more targeted emails to them. Send details of products that are similar to their previous purchases, and win more sales as well as building a better connection by sending them relevant information.

Sell Something in Your Welcome Email

You don’t need to hang around to start making sales from your email subscribers. The welcome email is often the most opened email of all, so make it count. Provide new subscribers with a one-time special offer or a highly-relevant product. Not only are you likely to make more sales, but you can also build goodwill by making it a thank-you offer for signing up to your list.

Target Inactive Users

Just because some people on your list never open your emails or click on the links, it doesn’t mean they are not worth having. Before you unsubscribe them, send them a re-engagement email asking why they don’t read your emails. You may find that they don’t find the content relevant or they receive too many emails. Or you could send them an incentive to make a purchase at your store. If they respond, you can act on this and hopefully re-engage some of them rather than unsubscribing them. (Check out some good examples of re-engagement emails here.)

Tune Your Message Depending on the Type of Email Address

You can even use the type of email address that each subscriber uses to make your emails more relevant. For example, you could write to all of the Gmail address holders and reference another Google service like Calendar or Drive, which you know they will already have access to.

Reward Your Best Customers

If you have some customers who spend more at your store than others, reward them by sending them frequent discounts or an invite to your exclusive loyalty program.

Get the Most from Your Subscribers

While building your list with targeted subscribers is always going to be important, don’t just focus on the size of your list. Instead, use these tactics to get the most from your existing subscribers. And remember, this is just the start. There are plenty of other ways to fine-tune your emails to make them more relevant for each subscriber.

Can you think of any? Share your ideas in the comments!

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About the Author: Jason Corgiat

I started building websites in 1999. Through the years I've worked with hundreds of businesses in various verticals and have built, implemented and managed digital strategies for companies of all sizes. My education is not formal and neither are my methods. Chances are, I can add value to your organization from day 1 but I'll let you be the judge. I'm a proud father of 4, luckiest husband in the world, and enjoy the occasional gym session. How was that for a bio?

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