6. Whittle Down Your List

While having a large subscriber list might seem ideal, it’s not the number of total subscribers that counts – it’s the number of active subscribers. As such, you should constantly be trying to refine your email list. The best way to automate this? Send a break up email to members of your list who haven’t opened one of your emails in a while. If they don’t reply to the break up email, you know you can safely have them removed from your list. And don’t make it difficult to opt out – those aren’t the kind of people you want on your list.

7. Ask Your Subscribers What They Want

This may be the most obvious of these tips yet also the most often overlooked. The first email a new subscriber should see (after the confirmation email) should ask them why they signed up for your brand’s email list. Do this and pay attention to the answer, and you’ll know how you should segment your new subscriber. This allows you to individualize their experience, resulting in a longer and deeper relationship. Ask and ye shall receive, kids.

@steveolenski is a writer who drinks too much coffee and knows a thing or two about marketing.