Armstrong Beech Marketing Email

3 Ways to Maintain Your Growing Email List

All lists need a little upkeep to stay healthy and keep communications relevant

by Pamela Adams2,  Constant Contact Regional Development Director, Georgia

How is a permission-based email list like a Philodendron plant3? You want both to grow in size and expand their reach. And, like a Philodendron, a growing email list4 needs some care and maintenance along the way to ensure healthy growth continues. Giving a little TLC to your list also helps reinforce that you’re continuing to send relevant information to each of your subscribers.

Here are three surefire ways for maintaining a healthy email list:

1. Segment your list

When you have a larger list and send everything to everyone, you’re basically doing what my friend calls “spraying and praying.” You’re playing the numbers game and hoping that more people will open your messages. In reality creating smaller, targeted lists gets your better results. Letting subscribers choose which list they want to be on allows them to tell you what they want to hear, and it means you can send more relevant emails to those who want to receive them. A few examples of how business or organizations could segment their lists:

  • Nonprofits could have separate lists targeting members, donors, volunteers, and board of directors.
  • A clothing retailer could offer mailings targeting those interested in men’s, women’s, or children’s apparel.
  • Restaurants that offer live music on the weekend could segment their lists by those interested in only dinner specials and those interested in the musical acts.
  • A travel agent could offer an email on tropical vacations, ski packages, or vacations with kids.

You can choose which lists are available for subscribers on your Join My Mailing List and email preference page (e.g., a nonprofit wouldn’t want to have the board of directors list open to the public). Other options include segmenting your list by anniversary or birthday month, or by how often subscribers want to hear from you (e.g., weekly, monthly, quarterly).

If you’ve already got a big list (good for you!) that you want to segment, you can let subscribers know about the new options in upcoming campaigns and ask them to click the Update Profile/Email Address link at the bottom of your message to see and select which available lists they’d like to be added to. You can also put a copy of the Update Profile link in the body of your email5 to make it a more obvious call to action.

2. Prune the bounces

Every time you mail a message, there are going to be a few that get bounced back because the email address is no longer valid, has a typo in it, the recipient’s inbox could be full, or the person has an out-of-office responder activated. Take a look at your bounce report6 to see why the message is being returned. For the vacationers, you can ignore the report. But for hard bounces such as a non-existent addresses, you should:

  • Verify the address is correct. If it is and you think the report is a false positive7, you can always follow-up with the subscriber individually to see if she is actually receiving your message.
  • For those that are truly non-existent, move them to your Do Not Mail list. Doing so will eliminate the subscriber from future mailings, help lower your bounce rate, and improve your open rate. You may also save a few dollars since you won’t be paying for a contact that isn’t getting your emails in the first place.

3. Trim those who don’t engage

There are two schools of thought on trimming your list. Some say if a subscriber hasn’t opened your email in over a year, delete them from your list8 and watch as your open rates rise.

However, I am a believer that if people don’t ask to be taken off your list, you leave them where they are as you never know when someone is going to re-engage and potentially become a customer or donor. You can also conduct a specific re-engagement campaign9 to encourage those quiet subscribers to become active again. The decision to trim or not to trim is yours.

The goals of pruning, segmenting, and trimming are to keep your list clean and to enable you to keep sending relevant content to those subscribers who are interested in specific categories or types of information. No matter which routes you take, delivering winning content to your subscribers will keep them on your list and engaged with your messages longer.


March 2011

Advertising Security

New ASA regulations – effective 1st March 2011

The following articles all relate to the new regulations which came into force on 1st March 2011 governing both your website and your use of social media

Advertising Armstrong Beech Marketing Website

Regulations governing both your website and your use of social media

The following articles all relate to the new regulations which came into force on 1st March 2011 governing both your website and your use of social media

Advertising Advertising and Design Armstrong Beech Marketing Brand

Nescafe The first of the new product placement adverts

Feb 28th 2011

Have you noticed the first of the new product placements on British TV?  Nescafe has reportedly paid £100K for one of its coffee machines to sit on a counter in the kitchen of ITV1’s This Morning for the next three months. It just sits on the back counter – take a look  for yourself    

Nescafe has handed over £100,000 for the privilege of having its Dolce Gusto machine placed in the kitchen area of the day time show’s set.

The three-month deal started this morning – on the first day possible following the relaxation of advertising rules.

There was speculation before broadcast that the hosts, Holly Willoughby and Philip Schofield, would use the machine to prepare cappuccinos for themselves or their guests.

But as it turned out, the machine featured only in the background of the show’s cooking segment, and was not mentioned by the presenters.

The coffee maker was placed directly behind chef Phil Vickery and was visible only intermittently during his brief slot.

Ofcom, the broadcasting watchdog, announced in December that product placement would be allowed on British television from the end of this month.

ITV is the obvious candidate to lead the way: it was the first network ever to air an advertisement when it broadcast a commercial for SR toothpaste in 1955.

The network is now in talks with several other companies about further deals. Industry experts believe product placement could one day be worth as much as £50m a year to ITV alone.

Under the new rules, placements must be editorially justified and must not feature gambling, alcohol, tobacco, junk food, medicine or baby milk.

They are also banned on all children’s, news, current affairs and religious programmes, and broadcasters must display a “P” logo at the start of programmes and containing placements during ad breaks.

Critics are concerned that product placement, combined with the longer six-minute commercial breaks permitted last Monday, will mean viewers are “bombarded” with adverts.

David Turtle, of Mediawatch-UK, said: “We’re amazed that Ofcom has gone ahead with this proposal”.

Nestle, the owner of Nescafe, said the deal with ITV provided the “perfect opportunity to connect with sociable people who enjoy good coffee”.

by Heidi Blake

Armstrong Beech Marketing Social Media

FeedFlare Overview and FAQ

All about FeedFlare 

feedflare logo - breath life into your contentFeedFlare allows publishers to easily build “interactivity” into the content they create, making it simple for subscribers to tag, email or share their content with others. Publishers can include a variety of services including a live display of the number of comments to each post, the ability to email the author directly and show the number of blogs that link to their item. Publishers can choose to include FeedFlare within the feed itself as well as on their blog or site.

Check out FeedFlare in our feed and on a few of our blogs.

Armstrong Beech Marketing Copywriting Presentations/Words

Five Deadly Sales Letter Mistakes

To be effective your sales letter must be opened, read, believed and acted upon. In order to do this it must attract attention, warm the interest of the reader, create a desire for your product or service and cause your prospect to take positive action.
An effective sales letter, not surprisingly, achieves the same objectives as an effective salesperson and just as there are certain mistakes a salesperson wants to be sure to avoid in the selling process, the same holds true for the writer of sales letters.

So today I present Five Deadly Sales Letter Mistakes. Eliminate one or more of the common blunders described here and it’s a good bet your response rates will improve.

Deadly Sales Letter Mistake # 1 — Writing Your Letter For the Hundreds or Thousands of People You Will Be Mailing It To Instead of One Special Person. One sure way to generate an apathetic response to your sales letter is to write for the group or list of people you will be mailing it to. Approaching your letter with a “crowd mentality” instead of focusing in on a single, real, living, breathing prospect will greatly impair the ability of your letter to make a genuine connection with the reader. The sales letter is the most personal, one-to-one form of advertising there is. As is often said, it’s the only form of advertising that begins with the word “dear.” So it should read like one person sitting
down writing to one other person.