Managing your subscriber data is more than collecting your customers' emails; you should continuously manage the data to ensure it's accurate and that you're using it to accurately segment and target the right customers with the right offers at the right time. Here are a few best practices to help you effectively manage your subscriber data:
Ensure data privacy and compliance with data protection laws
The General Data Protection Regulation (GDPR) is a European Union law that protects consumer data and privacy. The GDPR how businesses can use customer data, including the information you collect through your website and email signup forms.
One of the most crucial components of the GDPR is consent to the use of personal data. This means you must obtain a subscriber's consent to send them any marketing communications, including emails. In addition, you must allow users to access or delete personal data.
Without consent, your business could be subject to lawsuits and fines. So why do data privacy and compliance with data protection laws matter?
Ultimately, it can help you improve your subscriber data management systems by ensuring you're only communicating with real subscribers who want to receive your communications.
When you send emails to individuals interested in your products and services, you can increase email engagement and conversion rates. You can ensure compliance by having a double opt-in method, maintaining proof of consent, making opting out of email marketing easy, and obtaining consent to send email communications from contacts you had before the GDPR went into effect.
Conduct A/B testing to optimize email campaigns
A/B testing can help you determine which components of your emails perform best. When you send one variation of your campaign to one set of subscribers and another variation to another set, you can determine the "winner." This information tells you which visual elements or copy resonates best with your target audience.
A/B testing can be as simple or complex as you want it to be, allowing you to test everything from subject lines and calls to action (CTAs) to email templates. For example, if you're using a tool like Mailchimp, A/B testing is easy; all you have to do is create two variations of your email and send it out to determine the winner.
Clean email lists
It's always better to have a consolidated subscriber list of customers who want to hear from your business instead of mass email lists consisting of subscribers that don't engage with your emails. Email marketing allows you to focus on quality over quantity to ensure you engage the right customers at the right times.
A large part of subscriber data management for email marketing is keeping your email lists clean and updated. Data consolidation into one unified data repository only works if the contact information you have for your subscribers is up-to-date and accurate.
Inaccurate subscriber data can hurt your deliverability rates and overall email marketing strategy because you're not sending emails to the right subscribers.
To ensure a smooth transition and store your data in a unified way, you should perform an audit before consolidating data. Then, you should perform regular audits of your subscriber data to ensure you have accurate information.
You can establish your solution or process for updating records in your data repository and implementing changes in your customer relationship management (CRM) tool.
Cleaning your email lists regularly will remove all invalid or outdated email addresses to prevent emails from being sent to invalid addresses and affecting your deliverability rates while improving email marketing results to maximize your return on investment (ROI).
When you search through your email lists, you can look for duplicate entries, typos, and spam addresses and delete them to make sure your emails don't bounce. You should also look at your inactive subscribers. Subscribers who don't open or engage with your emails can affect your stats, and there's no reason to continue sending emails to subscribers who don't take action.
However, instead of removing inactive subscribers, you can send them one final email asking if they'd still like to subscribe to your email communications. Then, if you don't hear back, you can delete their contact information from your email list.
Removing inactive subscribers will increase your open and click-through rates while giving you more accurate real-time subscriber data. Of course, every business should strive for active and engaged subscribers, but you can't expect every subscriber to open every email.
Hence, it's a good idea to have a system in place for determining how long a subscriber can be inactive before you send them a final email or delete their information from your database.
Continuously monitoring and adjusting email campaigns
The only way to create the most effective email campaigns is to continuously monitor their performance and adjust them based on real-time customer data. Subscriber data management can help you learn more about your target audience and find market opportunities that help you communicate more effectively.
With Mailchimp, you can create a unified email list to learn more about your customers. Then, using segmentation, you can create more targeted and personalized email campaigns that increase engagement rates and conversions.
In addition, Mailchimp makes it easy to manage your subscriber data with detailed analytics that help you track campaign performance and touchpoints throughout the customer journey while keeping your email lists clean.