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Creating a responsive email mailing list is a very important and crucial activity for B2B marketing automation. Although creating one takes a lot of time and effort, it is worth the effort to meticulously work on it. One can be a successful marketer only when marketers help their subscribers succeed. Here are some best practices for creating email lists for lead nurturing.

Grow List Organically – Create an option for customers to opt-in to your subscriber lists at every touch point. Sending emails to rented or purchase lists only causes more harm than reputation.

Prominently Display Subscription – Rather than relying on a subscription form that shows up in a few places on the website like the shopping cart or during the checkout process, prominently display a subscription form on most pages in your website.

Create a Landing Page – Design your website such that it drives traffic to landing pages. Present attractive offers in these landing pages, allowing customers to fill in their names and email addresses, so they can receive free offers and information.

Set up a Profile Page – This is to help subscribers choose how to hear from you and the type of information they want to get from you.

Opt-in form – The opt-in form should not just collect email address. It should be a means of communicating what kind of communication they can expect from you. Here, mention about the email delivery schedule and the provision for any-time unsubscribe or opt-out option is available.

Send a welcome message – Interacting frequently with email subscribers is the best way to keep them engaged. Sending a welcome message within 24hours can act as a reminder that they have opted to your mailing list, thereby reducing the number of complaints in future. Welcome messages also help validate the subscribers email address.

Double opt-in or Confirmation Message – Once a user subscribes from the website a confirmation email is sent to the email address he has provided. Once the confirmation link is clicked the user is added to the email database. This eliminates the chance of abuse in case the user has submitted an incorrect email id.

Build Lists Offline – Although this is a traditional way of lead generation, it can be done during offline events or shows.

Word of Mouth – Free giveaways and new product demo/trials are a great way of spreading information on new offerings. Forward to friend options below the email content and sharing in social media are a good lead management and generation strategy and friendlier option to pass the information around.

While the email lists are being built, it is important to focus on the quality of email lists as well. Clean and up to date mailing lists have lesser chance of ending in spam folders, thereby delivering emails to the subscriber inbox only. In order to maintain a clean list, check for the following on a regular basis and take action.

·         Unsubscribers
·         Bounced Data
·         Generic/Non-Corporate/Unprofessional Email Addresses
·         Bad Domains
·         Distribution accounts/Group Mailing Lists
·         Spam Email Addresses
·         Inactive Email Addresses

Also read on –  Lead nurturing best practices, marketing automation software