Definition

Within email marketingDefinition Email marketing utilises emails to promote produc... More, a House List (or Retention List) refers to a segmented group of subscribersDefinition What are Subscribers? In the context of SEO, subs... More who have demonstrated continued interest and engagementDefinition Engagement in content marketing refers to the deg... More with your brand. This list typically comprises subscribersDefinition What are Subscribers? In the context of SEO, subs... More who have opened recent emails, clicked on links, made purchases, or interacted with your brand in other positive ways.

How You Can Use

Let’s say you run an e-commerce store selling outdoor gear. You can segment your subscriber base to create a House List of customersDefinition Customers, in the context of SEO, refer to the in... More who have recently purchased hiking boots. This engaged audienceDefinition The term "Audience" refers to the group of indivi... More is a prime target for promotions on complementary products like backpacks, hiking socks, or water purification tablets.

Calculations and Formulas

There isn’t a single formula to define a House List. However, some common factors marketers consider include:

• Open Rates: SubscribersDefinition What are Subscribers? In the context of SEO, subs... More who consistently open your emails.
• Click-Through Rates (CTRs): SubscribersDefinition What are Subscribers? In the context of SEO, subs... More who click on links within your emails.
• Purchase History: CustomersDefinition Customers, in the context of SEO, refer to the in... More who have made recent purchases.
• Website EngagementDefinition Engagement in content marketing refers to the deg... More: SubscribersDefinition What are Subscribers? In the context of SEO, subs... More who visit your website after clicking links in your emails.

The specific criteria for your House List will depend on your marketing goalsIn the SEO space, "Goals" refer to specific, measurable obje... More and target audienceDefinition The term "Audience" refers to the group of indivi... More.

1. Personalised Campaigns: The company can use the house list to send personalised email campaigns based on subscribers’ past purchases and browsing behavior. For instance, if a subscriber has previously purchased reusable water bottles, the company can send them information about new eco-friendly kitchen products.
2. Exclusive Offers: By offering exclusive discounts and early access to sales on their house list, the company can drive repeat purchases and increase customer loyalty.
3. Educational Content: Sharing valuable content like eco-friendly living tips and sustainability news helps keep the audienceDefinition The term "Audience" refers to the group of indivi... More engaged and reinforces the brand’s authority in the eco-friendly space.
4. Feedback and Surveys: The house list can be used to gather feedback through surveys, helping the company understand customer preferences and improve their products and services.

To measure the effectiveness of campaigns sent to your house list, you can use various email marketingDefinition Email marketing utilises emails to promote produc... More metricsWhat are Metrics in the context of SEO? Metrics in SEO refer... More, such as:

1. Open RateDefinition Open Rate in Email Marketing refers to the percen... More: (Number of Opened Emails / Number of Delivered Emails) * 100
2. Click-Through Rate (CTR)Definition Click-Through Rate (CTR) refers to the ratio of u... More: (Number of Clicks / Number of Delivered Emails) * 100
3. Conversion RateDefinition Conversion Rate in the SEO space refers to the pe... More: (Number of Conversions / Number of Delivered Emails) * 100
4. Bounce RateDefinition Bounce Rate in social media marketing refers to t... More: (Number of Bounced Emails / Number of Sent Emails) * 100
5. Unsubscribe Rate: (Number of Unsubscribes / Number of Delivered Emails) * 100

These formulas help you understand the engagementDefinition Engagement in content marketing refers to the deg... More level of your house list and make data-driven decisions to optimize your email marketingDefinition Email marketing utilises emails to promote produc... More strategies.

Key Takeaways

1. High EngagementDefinition Engagement in content marketing refers to the deg... More: House lists typically have higher engagementDefinition Engagement in content marketing refers to the deg... More rates compared to purchased lists because subscribersDefinition What are Subscribers? In the context of SEO, subs... More have voluntarily opted in.
2. Cost-Effective: Building and maintaining a house list is more cost-effective in the long run compared to continually purchasing lists.
3. Improved Deliverability: Emails sent to a house list are less likely to be marked as spam, improving overall deliverability rates.
4. Better ROI: Personalized and targeted email campaigns to a house list can leadWhat is Lead? Definition A Lead in the context of SEO refers... More to higher conversionDefinition In the realm of SEO, Conversion refers to the pro... More rates and better return on investment.
5. Customer Insights: A house list provides valuable insights into customer behavior and preferences, enabling more effective marketing strategies.

FAQs