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Emailing marketing and old lists

Posted by Michael Bloch in web marketing (Friday July 28, 2006 )

I have an old email list in connection with another project and I’ve decided to finally start contacting those people regarding a revamp of the service. The challenge is that the people on that list signed up back in late 2004 and haven’t had a newsletter or update since!

Given that we’re talking thousands of names (long story, won’t bore you with it), I figure just sending an email blast with “here’s what we’ve got for you!” isn’t such a great idea.

I put myself in their position – I visit dozens of sites a day, multiply that by 365 – hrm; I think I would have forgotten a site I visited once 18 months ago.

So, discretion being the better part of valor; I think I’ll merge it with the current list and send out a re-introduction first – something along the lines of :


Some time ago, you signed up at our site to receive updates and news from our X service. We’re just getting ready to launch a new service under the same name; and because we sincerely don’t want to annoy you, we just want to make sure you still wish to recieve information and special offers from us.

blah blah (some brief, very low key promotional schtuff – couple of lines maximum)

If you do wish to receive this information, there’s nothing further you need to do. If you would prefer not to receive further communications; simply click on the link below and your details will be removed from our database.”

I’m figuring that should minimize the number of cranky responses and it will also give us an opportunity to re-establish that those currently receiving updates want to continue receiving them. The end result, I hope, will be a nice clean list. I’d much rather have a quality list over quantity.

I’m certainly not looking forward to the bounces; thankfully the software I use has an excellent bounce handling feature :).

I guess ideally, I should also include the date that they signed up in the email; it’s something I’m working on.

Have you tried this approach before? Did it work well for you?

I’d be really interested to hear about your experience. If I remember about this post, I’ll come back to it after I’ve run the mailing and let you all know how it worked out :).

Related articles:

Autoresponder and mailing list software review
Email delivery issues
Gauging email open rates


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