1. MAIL YOUR LIST DAILY - I know this seems obvious but I see experienced marketers making this mistake as well. Some people are scared to mail their list thinking they are going to get reported for spam. Or some people take unsubscribes personally. That's all nonsense because even on the best lists people unsubscribe and report for spam for many different reasons. It is just part of the business!
Your list opted in because they want to hear from you. You will also solidify your brand if you mail daily. They will not forget who you are which will keep your spam rates VERY LOW. Hell, if it's great content you are producing mail them multiple times a day! Your list will thank you as well as your bank account.
2. REMOVE NON OPENERS – Remove all non openers if they have not opened an email in at least 1 month. Some people wait up to 6 months but I usually only wait about a month.
There are a couple reasons you want to do this. The first is that email services use non openers as a trigger from spam. So if you are sending a high number of non openers repeatedly you have a higher probability of not landing in the inbox. Another reason is that it helps hold down your Autoresponder costs.
3. REMOVE SPAM TRAPS, COMPLAINERS and RBL LISTED Email Addresses – This is a bit of a controversial subject but it is known that email companies use these as a measure of spam. Send to too many times to these email addresses and your emails will have a higher probability of landing in the spam box.
So how do you do this? Well I personally use a list hygiene company called Towerdata.com. I do notice immediate improvements in open rates after a good cleaning from them. I typically do it every 3 months or so.
4. DO NOT USE EXCLAMATION POINTS IN SUBJECT LINES – I was told this by a consultant who used to work for Microsoft and was in charge of building spam algo’s for Hotmail. In fact this was one of his top rules to stay out of spam box.
5. REFRESH YOUR LIST DAILY– Again this is obvious. But so many are not engaged in active subscriber generation. Then they wonder why they fail. A growing list is a responsive list. The more people you have on your list, generally the more possibilities you have for sales.
These rules have helped me keep my list responsive and kept the money coming in.
What are your tips?