Email List Management: Complete Guide for 2021

One of the pillars of email marketing success is effective email list management. But what practices are most effective?

In this guide to list management, we will consider this process in detail and share some of the best practices that will help you use your email list effectively.

What Is Email List Management?

Ensuring your open rates are high means it’s more likely that subscribers read your emails and take the target action. But not all contacts from your list are actually useful. Given that the average churn rate is 83%, about 17% of the emails you send don’t even reach your contacts’ inboxes. This may happen if the subs on your list block your emails or send them to spam, or if any of the contacts on your mailing list are fake.

If your emails remain unopened or end up in a spam folder, it will have a negative impact on your company’s sender reputation and therefore undermine the success of your marketing campaigns.

Of course, stopping this process is impossible, but proper list management can help you minimize your churn rate and achieve better results.

Why Is List Management Important?

If your email list isn’t properly structured, sending the right emails to the right recipients can be a challenging task. Selecting recipients manually from a disorganized Excel list can take too much time and effort, while proper list management enables you to do it in just a few clicks.

How List Management Can Help You

  • Maintain healthy relationships with your audience
    The more relevant your offers, the more opportunities you have to build strong long-term relationships with your subscribers. For instance, if your target audience is students, and they have asked you: “please write my paper,” you should send emails related to paper writing.
  • Save resources
    Every marketer’s goal is to send emails to people who will be interested in them at a minimal cost and with minimum effort. When you manage your email list, you can ensure that it only features valid addresses of people who are actually interested in your offers. Thus, you will grow your sender reputation along with your engagement level and minimize bounce rate while increasing the deliverability of your emails.
  • Get more accurate results
    Through analyzing click-through, unsubscribe, and open rates, along with other metrics, you can evaluate the effectiveness of your email marketing campaign. You won’t be able to rely on these metrics, however, if you don’t have a healthy email list.

How to Build an Email List with Mailbird

Step 1. Choose an Email Service Provider


Gmail offers great uptime and protection against spam and malware. The main disadvantages of Gmail are that good domain names for your business may already be taken, and target advertising can be quite annoying.

A business Gmail account costs $6 per month, and you can also buy a custom domain name for $5 per month for each user.

GMX Mail

The main advantage of this provider is that you can get unlimited storage space. GMX offers a reliable spam protection system and supports large attachments. However, it also has some significant disadvantages: inactive accounts are deactivated in six months, the customer service is much worse than that of Gmail, and this provider doesn’t support two-factor authentication.

Zoho Mail

You can use this provider for free, but the free plan only provides five gigabytes of storage space, and if you need more, a paid plan will cost you $2 per month.


A free plan features one email address, 150 emails per day, and 500 megabytes of space. Paid plans cost €5 to €30 per month.

Tips for Choosing a Service Provider

  • Security. Security is an especially important factor you should take into account when choosing an email provider. You should keep your email communication private, so look for services that offer two-factor authentication and end-to-end encryption.
  • Custom domain availability. It’s also great if the chosen email provider enables you to use custom domain names so you can come up with domain names that correspond to your brand.
  • Collaboration with other tools. Some providers also offer integration with various useful tools, including email management software, calendars, notes, etc.

Step 2. Create a Business Email Address

  1. Domain name
    Your potential customers should be able to easily identify your domain name. It should be relevant, and it must seamlessly complement your brand.
  2. Format
    Make sure all of your employees use a standard format for their email addresses. For example, their email addresses may consist of their last names and position separated by a period.
  3. Group addresses
    Another good practice is creating group email addresses for departments so you can manage all the emails intended for a certain department from one place.

Step 3. Set Up Your Business Email Address in an Email Client

Mailbird supports multiple business accounts and integrates with lots of software, including Google Drive, WhatsApp, and Slack. Another great advantage of Mailbird is that it can work offline. Besides, Mailbird is very easy to set up:

  1. Download Mailbird.
  2. Add your account in the Accounts tab. You can also add several accounts and connect them to the Unified Inbox.
  3. Configure your account settings. In the Settings menu, you can choose POP or IMAP protocols and adjust notifications.
  4. Create folders for different types of emails. You can do this by clicking on the hamburger menu in the Settings section.
  5. Add the necessary integrations.

Mailbird enables you to use up to 30 integrations, both for personal and business use. For example, if you want to effectively manage your email list, you might appreciate the integration with the Mailbird Contacts Manager.

Email List Management: Best Practices

Make Your New Contacts Feel Welcome

Get inspiration from our blog: Business Email Examples.

Avoid Email Surplus

Maintain List Hygiene

Remove Old Contacts

Provide an Easy Unsubscribe Link

Never Buy Lists

Remember the Key Principles of List Management


To manage your email contacts effectively and easily, you should choose the right email client, and Mailbird is the best solution. It’s a perfect client created for businesses of any kind that makes communication between employees and clients as comfortable as possible. This client is also a great solution for managing remote employees. Download Mailbird today and get started with effective email list management.

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