When it comes to your email marketing who you send to is just as important than what you send. It doesn’t matter if your list is 1,000 or 100,000; your email marketing is only as good as the quality of your recipient list.
If your email marketing isn’t producing results and your open and click through rates are low then you need to take a look at your database. If your recipients aren’t interested in your brand or products then no matter how good the content of your email is and how well you optimise it, you won’t get results.
We’ve created this handy flow chart to help you understand whether your email database is a good mailing list for your company.
The reality is that we live in a world where people change jobs, get married and change names, where companies go out of business, merge and relocate, and where interests and needs change. That means that lists have natural decay. On average, marketing lists have a tendency to expire at a rate of 25% a year.
So if you aren’t working at cleaning your list and pursuing new prospects to join your lists, chances are the effectiveness of your email marketing will only decline. Check out our post on the best ways for travel companies to grow their email database for some tips and ideas to help you grow your email list.