Keep Your Subscribers Engaged
A good way to keep your subscribers engaged, is providing content that is interesting, useful and relevant to them. Include resources they can use (e.g., white papers) and provide interesting information about your company. Invite them to sign up for your email list, putting a subscribe button in an easy-to-locate place on your webpage. Also, engage them via social media, again inviting them to receive content via email. Once you have developed solid content, then turn your attention to the list of people you want to reach.
Maintain Compliance with GDPR (European General Data Protection Regulation)
The European data protection regulation adds some new criteria for a healthy, compliant list. Even if your company doesn’t reside in Europe, you may hold personal data on subjects in the European Union. Make sure you have a detailed record of recipient opt-in for each European subject before sending any content. Also, be sure to have a usage policy clearly spelled out, and separate from your terms and conditions. It may be a good time to audit your list, and get permission again from current European recipients. The California Consumer Privacy Act (CCPA), a law equivalent to the GDPR, goes into effect on January 1, 2020; it seeks to guard the privacy of consumers by allowing them to know who is using and selling their data and allowing them to keep it from being sold.
Marks of a Healthy Email List
When adding to your email list, focus on quality over quantity. Instead of purchasing pre-made lists (which, by the way, may make it difficult to be in compliance with GDPR), include in your list addresses of people you have met personally. You may have simply socialized with potential contacts, or met them at a networking event or trade show.