Welcome to the second installment of our two-part “Power up your email list” series. In this post, we’ll dive into the art of maintaining and engaging your hard-earned subscriber base. Check out the first part to learn about building a high-quality email list that drives real results. 

You’ve built a high-quality email list, but the work doesn’t stop there.  

Maintaining quality and engaging your subscribers is crucial for long-term success. In this second part of our series, we’ll explore strategies to keep your audience interested, boost engagement, and maximize the value of your email marketing efforts. 

How to keep subscribers engaged  

Consumers don’t want emails that are boring or irrelevant (nothing makes them unsubscribe faster). Focused, high-quality email content, along with consistent email list management and maintenance, are the secrets to higher list retention and growth. Here are some of the top engagement strategies big brands use.

Strategically segment your lists for maximum impact 

List segmentation helps you send the right messages to the right people at the right times. Plus segmented email marketing campaigns have also been shown to drive 760% more revenue. 

If you sell a variety of products or serve a variety of customers, you can create different lists for different demographics or interests. For example, if you sell bags, the customers who are interested in purses may be different from those interested in hiking backpacks.  

Sometimes lists overlap, meaning a single customer may belong to more than one segment. That’s fine as long as subscribers receive information they want. In your email marketing tool, you can let your subscribers choose the types of content they want to receive.

SEGMENTATION ⚡ POWER UP⚡ 

AI-powered segment builders with natural language processing (NLP) capabilities let simply ask for the segments you want—no more toggling through tiresome rule builders and answering prompt after prompt. 

Personalize email content so it feels tailor made 

 76% of shoppers said they’re more likely to buy from brands that personalize content. Relevance rules, so tailor emails to fit the interests and behaviors of each subscriber list.  

Send customers emails that appeal to their interests and make them feel connected to your brand. Personalization can be as simple as using the customer’s name, or it can mean showing them the shoes that match the jacket they just bought.  

PERSONALIZATION ⚡ POWER UP ⚡ 

Marketing automation effortlessly creates hyper-personalized emails and delivers them at precisely the right times. It also lets you create custom journeys based on each contact’s unique needs and preferences. 

Routinely clean and maintain your email list  

Minimizing bounces and inactive subscribers keeps filters from thinking your emails are spam. So routinely clean your email lists to maintain their high quality and get a clearer picture of how to engage with interested customers and prospects. Because many email tools charge by the size of your email list, regular housekeeping can also save you money.  

Be informative, engaging, and entertaining

Consumer inboxes are packed with dry, boring emails. Here are a few ways to stand out: 

• Write your subject line short and punchy 

• Keep content concise 

• Include interactive content like surveys and feedback loops 

• Make it quickly and easily scannable  

• Tell a story about your products, customers, or founders 

• Include a clear call to action—what you want readers to do 

And as we mentioned above: personalize the content and offer something valuable. 

Track email performance to maximize list quality  

One of the best ways to maintain a high-quality email list is to consistently track and analyze your email efforts. You’ll gain insights into subscriber behavior and how your content is received.  
 
For example, you can uncover what time of day recipients are more likely to open emails. You can also learn information like whether recipients are more likely to click through your shorter newsletters than your longer ones. There’s a lot to track and analyze in your emails, including:  

• Unsubscribes 

• Email shares 

• Delivery and bounce rates 

• Rates of conversions 

• Open and click-through rates 

• List growth and much more 

A/B testing is a good way to get granular in your analytics. By testing different elements of your emails–one at a time–you can improve engagement and conversions. Test elements like content types, email length, subject lines, and CTAs.  

Make engagement easier with AI and automation 

Maintaining an actively engaged email list requires patience, dedication, and commitment. By implementing the tactics we’ve discussed, you’ll be well on your way to maximizing the value of your email marketing efforts. Don’t forget: 

• Segment your lists for targeted messaging 

• Personalize content to increase relevance 

• Regularly clean and maintain your list 

• Create informative and entertaining content 

• Track performance and optimize based on data 

Ready to take your email engagement to the next level? Maropost Marketing Cloud’s advanced automation and AI-powered technology keep your subscribers active and interested: 

• AI-powered segmentation for precise targeting 

• Dynamic content personalization 

• Automated list cleaning and maintenance 

• A/B testing capabilities for continuous improvement 

• Comprehensive analytics and reporting 

Don’t let your hard-earned subscribers slip away. Book a Marketing Cloud demo to learn how Maropost can help you create email campaigns that keep your audience coming back for more.