Email marketing is dependent on building relationships.

Since the inception of the World Wide Web, email marketing has proven itself to be one of the best methods available for both customer retention and ensuring an increasing lifetime value.

However, to make the most of it, you have to think bigger than purely list growth. While most will tell you that the more subscribers the better, that isn't necessarily the case. A smaller list of engaged subscribers will almost always produce far greater results than a large disinterested group. Indeed, many have argued that focusing on your Minimal Viable Audience is the best way to start your company on sure footing.

So how can you keep your subscribers happy and engaged?

1. Grow a list of engaged customers from the start.

As with any successful relationship, so I have been told, there are a number of factors to ensure a lasting connection. These almost all come at the beginning.

From the beginning you need to provide incredibly easy signup opportunities at every opportunity. If a potential consumer can't immediately find your signup form within a few seconds on your website, you need to redesign your website!

In the perfect situation, you should ensure an easily visible signup form on your homepage, and then promote that form with consistent signup opportunities at every touchpoint.

2. Optimize automation.

Automation has become entirely non-negotiable for any company aiming to make the most out of their subscribers. Not only are they expected, but they're often one of the strongest performing emails you'll ever send. Ensure that your website is ready to send one immediately after you have a new subscriber.

Segmentation has advanced to a level where you can use date-based automation. This can allow you to celebrate individual special occasions such as birthdays. If an individual makes a personal commitment to follow your brand, your company should ensure they match that commitment by celebrating not the important dates your own history, but their own.

To ensure your subscribers maintain interest in your emails, you have to continually send focused, relevant and engaging content. Segmentation is one of the easiest way to ensure you’re able to do just that. There are numerous ways to segment your list, from your brand, audience, age, or industry.

3. Re-engage your audience.

It is important to run dedicated re-engagement campaigns. Just as with an in-person relationship, every now and then your relationship may need a reset. It is crucial to step back and re-evaluate. What do your audience want from you as a brand? Are you providing it? Why not?

As with automation, reminding your subscribers that you’re as invested in them as they are in you is incredibly important. It will allow you to both strengthening your relationship and keep your contact information up-to-date

Always ensure that you send the type of emails you would actually want to receive in your own inbox. If you plan your strategy with that in mind, you can guarantee that your subscribers are more likely to try and maintain a connection with your brand.