What’s In a Name? Why Does The Name of Your Email Lists Really Matter? Jul 30, 2019Views: 78
“Content builds relationships. Relationships are built on trust. Trust builds revenue.”– Andrew Davis
Your marketing can only be as effective as you are.
That means you need to be organised and strategic about everything you do, right down to your email lists names and how you segment them.
Read on to learn about why email lists names matter as well as:
- The importance of segmenting your lists
- How naming your lists makes your job easier
- How email list names can keep you on the right side of the law
Before we dive in, a word on why you need to have lists in the first place.
List segmentation is the single most effective way to improve clickthrough rates and engagement. It helps you keep track of who your customers are and what they want as well as tailor your content to your audience. It also helps you ensure that you only send valuable information and offers to the relevant recipients.
Simply put, email list segmentation is a vital tool – but you need to be smart about how you go about it.
For starters, you need to segment your list in meaningful, organised ways. You need to know why you are separating your list in this particular way. You also need to know when to merge your lists and when to keep them separate.
An important but frequently overlooked component in this is what names you assign to your lists internally, including on whichever email marketing platform you use.
Why it Matters to You
First of all, let’s consider how and why it makes your job easier to have strategically useful list names.
Email lists should provide a quick shorthand to help you pick up the most appropriate audience for any given email or type of content. If you don’t name your lists something that helps you instantly identify them, it’s useless.
For example, let’s say that for your June 2019 email campaign you were specifically targeting women who are interested in outdoor sports and adventure trips. You went through your list and carefully segmented it to focus on these subscribers.
For the purpose of that newsletter, its doesn’t really matter if you called your list “June 2019 campaign”, but at some point in the future, it’s highly possible that you might need to target that segment again.
Are you going to remember off the top of your head that you last used it in June 2019? Probably not. Better to call it something evergreen, like “Adventure Ladies” or whatever works for you.
Also, consider the fact that people move on and new employees will join your team, too. The clearer you label these things, the easier it will be for others to find what they need and pick up the slack without having to start from scratch each time.
This is also a good moment to mention how important it is to be respectful. You might think these are just internal list names, but there is always the chance that something might get shared; or, displayed somewhere public by accident. Never name a list anything you would be horrified for a customer to see.
Why It Matters to Your Customers
Clear and detailed email list names also help you to be transparent, especially when it comes to regulations like GDPR.
If a subscriber contacts you asking how they ended up on your list, it’s infinitely better for both of you if you can pinpoint the answer based on which subscriber list they are on.
For example, if they feature in a list called “Marketing webinar signups” you can remind them that they subscribed in order to access that particular webinar. If they’re on a list called “Fashion Show November 2017” you can explain that it seems they signed up during that event.
This shows that you can be trusted and prevents potential complaints (or even lawsuits) arising from misunderstandings or confusion.
Great email marketing is all about tracking what works, analysing the data and improving your strategy over time. To do that, the raw material needs to be accurate, up-to-date and easy to navigate. Properly naming your email lists might only be one small part of that – but it’s a great place to start.
This article was originally posted on 24 July by EmailOut and can be found here.
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