How does the past experience of people on your list influence their interest in receiving ongoing email from you? It turns out quite a lot. The measure of overall email list engagement is called list health.
List health acts like an undercurrent to your email broadcasts and is influenced by cumulative long-term factors such as variety, relevance, quality, and frequency of your content mix. When it’s good, it’s easy to get people to open and act on your emails. You can even slip up and send the occasional poorly composed message—you’ll be forgiven. But when list health suffers, it’s harder to gain your supporters’ attention, even when your content is amazing.
Any of these trends are reasons for concern:
Poor list health makes everything you’re trying to achieve through your email list harder. That’s why protecting it so important.
The short version: Adopt best practices. Respect your readers. Don’t cheat.
The long version:
Protecting list health often needs to be a team effort. It’s important that everyone in your team who has access to your email list recognizes their role as a��list custodian.
Most organizations only pay attention to list health after it becomes a problem. By that time, for many supporters, it’s too late. Don’t be most organizations. Make things easier on yourself and your supporters by adopting all those boring life-saving best practices from the outset.
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