Getting people to sign up for your newsletter is only step one on the process of creating a customer data base. Once you have email addresses and physical addresses there comes a point where you realize you are spending a lot of time, effort and money contacting people who may never receive the information.
According to Carol Lustig marketing director for Sonny’s Enterprises you need to do a spring cleaning of your database on a regular basis, or work toward having a system in place to automatically unsubscribe people after a certain length of time. Track the mail you send out and find out how much is actually being delivered, and then remove people from your mailing list what are not able to receive your mailing. Keep track of the undeliverable email notifications coming back and remove those people from your email database. You want to reach a large audience, but you also need to make sure that your audience is actually hearing you. Make sure to read Carols article!