Why You Shouldn’t Ignore Your Email List (Even When You’re Busy)

Written by Heather Mueller on November 16, 2015

Posted in Lead Generation

You’re busy. I get it. Really, I do. Many of the marketers I know have a dozen or more responsibilities to get through each day, from content creation and social media to analytics and advertising.

But, still.

You’ve worked so hard to capture new leads. Why aren’t you regularly emailing them?

Maybe you’re waiting for things to slow down so you can build out a rock solid drip campaign. Or perhaps you’ve set aside time next week to learn your new marketing automation program.

But what will happen when next week turns into next month and then next month turns into next quarter?

Your email list will go cold. And all those subscribers you worked so hard to get will abandon you faster than a ship when it shores.

The time to engage with email is now. Here’s why:

People Are Busy

For every person who’s actively seeking information on the topics you address on your blog, there are hundreds of others who aren’t Googling them.

That doesn’t mean they’re not interested.

Should the information fall into your prospects’ laps (or their inboxes) at just the right time, they’d likely devour it. And then go on to read the related posts.

Email gets your content in front of a wider audience—the very audience that signed up to hear from you on a regular basis.  

People Are Forgetful

Do you know what happens when a loooong time passes before a new lead hears from you?

They forget all about you.

Then the email drip campaign you worked so hard to create takes them by complete surprise. They’re not expecting it, so they delete it. Or unsubscribe. Or (gasp!) mark your message as spam.

The good news is that you don’t have to reinvent the wheel every time you need a new email campaign. One simple series of carefully crafted emails can be tweaked and repurposed for a dozen campaigns.

People Change

An unmaintained email list is a stale email list. People change jobs and names all the time. They get new email addresses and forget the old.

If you’re regularly communicating with them, one of two things is likely to happen: 1) They unsubscribe an old email address and opt-in with a new one, or 2) your system tracks a maximum number of hard and soft bounces and removes the old address from your list automatically.

But what happens if you wait too long to email a really out-of-date list? Your email provider sees an unusually high number of bounces, unsubscribes and spam complaints and may freeze your account.

Tips for Time-Strapped Marketers

Now that you know to pay attention to your email list, what can you do to fit it into a busy schedule packed with other strategies? Use these tips to quickly get your email marketing back on track:

  • Set a weekly or monthly schedule for sharing your most popular blog posts. A short-and-simple newsletter-style email is often all you need to peek the interests of subscribers.
  • Ensure future drip campaigns are ready to launch along with new landing pages by crafting templates you can easily customize.
  • If your email provider lets you prevent people from getting the same email twice, look for opportunities to repurpose one email for multiple drip campaigns.

You spend so much time perfecting landing pages and web forms to grow your email lists. Don’t let them go stale! For even more ideas, click the link below to access a free webinar with the email experts at Emma.