Meg Ugenti | Forbes Councils Member | Forbes Communications Council
An email list is a convenient way to reach customers who prefer more personal contact with companies, but marketers should be wary of the decline in quality of their list as time goes on. Changing engagement rates or an undefined target audience could mean marketers are no longer reaching the right people with their messaging.
Working with your company’s sales team and sending out bulk emails are just a couple of steps that will help you enhance your email list and add the right people to it. Marketers, however, may need other methods to directly solve this issue with their email lists. Below, 11 Forbes Communications Council members offer even more tips on what can be done to improve a company’s email list.
Work On Your Email Hygiene
The best email lists are the ones that are deliverable. What I have seen, especially with business-to-business email lists, is that companies do not have high standards for email hygiene. With the “great resignation” and large-scale company layoffs on the way, I will urge business-to-business and business-to-consumer email marketers to take a look at how this will impact your email deliverability and opt-out rates. – Meg Ugenti, Focus USA
