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Email List Best Practices

When it comes to email list management, many people don’t fully understand why they’re sending auto responder emails or what the point of a double opt-in signup really does for them. They also don’t know when is the best time for sending emails out to subscribers. In this post, I’ll break down email list best practices, as well as some marketing tips.

Building your email list is a great way to build strong relationships with your customers and promote your products and services. But that only works if you treat your email list well. If you’re not sending emails that people actually want, or you don’t make it easy for people to unsubscribe from your emails, then subscribers will just check out. And when subscribers get frustrated enough to ignore your messages, they don’t just stop getting the information they want from you—they also stop buying from you. So what can you do to keep everyone happy? Here are some simple steps to make sure all of the hard work that goes into building an email list doesn’t end up going to waste.

Use Double Opt-In for New Subscribers

The most important thing you need to know about your email list is that it’s one of the single most powerful marketing tools you have at your disposal. It’s also one of the best ways for you to stay in touch with your customers, and keep them coming back for more.

Having said that, there are a few best practices that can help you get the most out of your email marketing campaigns. One of these is double opt-in for new subscribers:

Don’t Buy Lists

Don’t buy lists. It’s a bad idea to buy lists of email addresses from other companies, people, sources, places and so on. If you’re trying to generate revenue by sending emails through an email service provider (ESP), the last thing you want is for them to throw your email campaign into the spam folder or even worse—accidentally mark it as spam!

Include Permission Reminders in Every Email

Remembering to include permission reminders in every email is one of the most important best practices for building a strong, engaged email list. If you can’t remember to do this, you’ll end up sending emails to people who have never given you permission to do so, which is also a violation of CAN-SPAM laws!

One way we help our clients keep their permission lists up-to-date is by adding a special “Yes I want more information” or “No thanks” button on their landing pages that doesn’t actually exist anywhere else on the site (or anywhere else). When someone clicks it, they’re redirected back to an empty page where they can fill out an opt-in form asking for their first name and email address. We also send them an email thanking them for signing up after they’ve done so—this is important because some businesses forget this step when they get busy with other tasks!

Personalize Your Messages

In order to make an impact and stand out from the crowd, you need to personalize your messages. This means using the name of the person you are emailing as well as their company name, product/service name and so on. For example, if a client has been working with you for 3 years and signed up for your services several times over that period, don’t just send them a generic message asking them if they have any questions or need anything else! Instead use something like “Hey [Client Name], how have things been going? I hope everything is going smoothly with all our projects together 🙂 Feel free to reach out if there’s anything I can do for you!”

Segment Your Lists

As you build your list, it’s important to keep in mind the different ways you can segment your subscribers. By dividing up your audience into smaller groups and targeting them with specific content, you’ll be able to send more relevant emails and increase engagement. Here are some examples:

  • Location – Segmenting based on location allows you to send localized messages for events or publications in their area. This is also helpful for managing expectations around shipping times if they’re purchasing from a store that doesn’t ship internationally (or at all).
  • Interests – You could use something as simple as their interests to help determine the types of emails they receive from you. If someone visits an outdoor apparel website once but doesn’t return within a week or two, they might not be interested in updates about new products being released in that category; however, if they’ve been browsing hiking gear every day for two weeks straight—and never added anything to their cart—you’d probably want to start sending some product recommendations!
  • Actions Taken – The most effective way I’ve found so far has been by tracking what actions people have taken on my site (e-commerce platform). For example: if someone opens an email but doesn’t convert into a sale within 24 hours then I know that this particular piece wasn’t compelling enough for action yet (this is why segmentation matters!).

Send Messages When People Are Likely to Check Their Inbox

The best way to get your message in front of your subscribers is to send emails when people are likely to check their inbox. Sending messages at the wrong time can lead to annoyance and unsubscribes.

If you send email at the wrong time, you’ll annoy or frustrate your subscribers (which isn’t good for business). If they find that they have been getting too many emails, they may stop opening them altogether and eventually opt out of receiving any further messages.

Avoid Too Many Message Types and Sender Names

It’s better to send fewer types of messages than more. If you have a diverse customer base, or if your business has multiple types of products and services, it can be tempting to try out lots of different kinds of email content. But in general, the more different types of messaging you send out there, the less likely your subscribers will read any one message. It might seem like some people would be interested in this type of information while other folks would rather see something else—but really, we’re all looking for ways to improve our lives and businesses. And most people are just too busy for too many messages from too many sources—even if each individual message seems interesting enough on its own merits!

Add Unsubscribe Links to Every Email

Unsubscribe links are required by law. If you do not include them, you could be fined up to $16,000 per email inbox that has not been unsubscribed from your list.

Unsubscribe link placement is very important in order to maximize the effectiveness of your emails and reduce complaints from recipients who believe they have been signed up without consent.

There are several options for adding an unsubscribe link:

  • In the footer of every email you send out (a great option if your list size is large) *https://www1.mykajabi/unsubscribesubscribesubscribe-300×250

Clean Your List Regularly

You should be sending out emails to your subscribers at least once a month, but no more than three times per week. If you send too many emails, your services won’t be considered valuable and may reduce the chances of getting new subscribers in the future.

You should also make sure that none of your email addresses are spam traps or dead addresses by regularly checking for these types of issues. This can be done through MailChimp’s email checker tool or another service such as Hunter’s Email Verifier Chrome Extension (which is free).

Once you’ve scanned through the list and confirmed that everything looks good, it’s time to move onto step #2!

Doing these things will help keep your email list healthy.

Keeping your email list clean is essential to keeping it healthy and working for you. The good news is, you don’t have to do anything at all—the technology behind our email platform does it automatically! You can relax knowing that every time someone unsubscribes from your list or removes their name from it, they’ll be automatically removed from our servers as well.

This means the only way a user will make it onto your actual database is if they’ve opted in at some point (either through an online form or by giving permission directly) and confirmed their subscription with a verified email address.

If anyone tries to sign up for your emails without permission, we’ll throw up red flags immediately so you can take action right away. We also alert you to any bounced emails because those are just as bad as spam folders; they mean there’s no valid information on file for those addresses so they won’t get through—and that’s something we need to know about so we can fix it!


Your email list can be an incredibly valuable asset for your business. It’s a great way to drive traffic to your website, increase brand awareness, and make sales. It can also help you generate leads and connect with customers on a personal level. But if you use your list wrong, it could do more harm than good. The most important thing is to keep your list healthy by following these best practices—and if you need some help keeping track of everything, try using the resources we mentioned earlier.

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