In my experience, many companies tend to focus their efforts on acquiring new subscribers and neglect their existing subscribers and/or customers. Lead driven companies add these new email addresses to an existing house file with a general communication stream, regardless of the subscribers’ interests or the nature of their conversion. As a result, many of these customers don’t take further action or make additional purchases – quickly turning into unsubscribes or complaints.
Since reputation plays such an important role in deliverability, companies can’t afford to neglect their existing subscribers. Doing so will lead to a decrease in subscriber engagement as well as a reduction in the overall life span of an email address in your database. This not only increases customer attrition but can also result in an overall decrease in inbox deliverability. Here a re a few tips to keep in mind to help increase the life of a subscriber’s email address.

• Make sure that newsletter content and promotions are fresh and relevant to your audience.

• Don’t over saturate your audience with emails.

• Create a customer-focused email program.

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