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Managing Subscriber Lists

Build and organise your email audience for effective marketing

Hayden Zammit Meaney avatar
Written by Hayden Zammit Meaney
Updated today

Managing Subscriber Lists

Your email subscribers are people who've chosen to hear from you — they're interested in what you offer. Managing your subscriber list well helps you send the right messages to the right people.

Understanding your subscriber list

Your subscriber list includes:

  • Past guests — people who've booked with you

  • Website sign-ups — visitors who've subscribed

  • Event attendees — people who've attended events

  • Enquiry leads — people who've asked questions

  • Imported contacts — existing lists you've added

Accessing your subscribers

  • Go to Marketing from the main menu

  • Click Subscribers or navigate to Subscribers

  • View your full subscriber list

Viewing subscriber details

Each subscriber record shows:

  • Name — first and last name

  • Email — their email address

  • Source — how they subscribed

  • Date added — when they joined

  • Status — active, unsubscribed, bounced

  • Segments — lists they belong to

  • Engagement — open and click history

Adding subscribers

Manual entry

Add individual subscribers:

  • Click Add Subscriber

  • Enter their details

  • Select segments to add them to

  • Check they've given consent

  • Click Save

Importing subscribers

Add subscribers in bulk:

  • Click Import

  • Upload a CSV file with subscriber data

  • Map columns to fields (name, email, etc.)

  • Select default segments

  • Confirm consent status

  • Click Import

CSV format example:

first_name,last_name,email
Sarah,Thompson,[email protected]
Michael,Chen,[email protected]

Automatic collection

Subscribers are added automatically when:

  • Someone makes a booking (if they opt in)

  • Someone signs up on your website

  • Someone registers for an event

  • Someone completes a lead form

Creating segments

Segments help you send targeted emails to specific groups.

Step 1: Create a new segment

  • Click Segments tab

  • Click Create Segment

  • Give it a name (e.g., "Past Guests 2024")

  • Add a description

Step 2: Define criteria

Choose how people are added:

Manual segments — you choose who's in the list Smart segments — automatically based on criteria:

  • Booking history

  • Location

  • Sign-up date

  • Engagement level

  • Tags or interests

Common segments

  • Past guests — people who've booked

  • VIP customers — repeat bookers or high value

  • Local community — subscribers in your region

  • Interstate visitors — from other Australian states

  • International leads — overseas enquiries

  • Event attendees — specific event sign-ups

  • New subscribers — joined in last 30 days

  • Inactive — haven't opened in 6+ months

Managing subscriber status

Active subscribers

These people receive your emails. Keep them engaged with:
​

  • Valuable content

  • Regular but not excessive contact

  • Relevant, personalised messages


​

Unsubscribed

People who've opted out. You legally cannot email them marketing content. They may have:
​

  • Clicked unsubscribe

  • Marked your email as spam

  • Requested removal


​

Bounced

Emails that couldn't be delivered:
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  • Soft bounce — temporary issue (full inbox)

  • Hard bounce — permanent issue (invalid address)


Hard bounces are automatically removed from active lists.

Cleaning your list

Regular list cleaning improves deliverability and engagement rates.

Remove inactive subscribers

  • Create a segment of subscribers who haven't opened in 6+ months

  • Send a re-engagement campaign

  • Remove those who don't respond

Remove invalid emails

  • Look for obvious errors (typos, fake domains)

  • Remove hard bounces

  • Consider email verification for imported lists

Benefits of a clean list

  • Better open rates

  • Improved deliverability

  • Lower email costs

  • More accurate reporting

Growing your list

Website sign-up forms

Add sign-up forms to your website:
​

  • Homepage pop-up or slide-in

  • Footer sign-up

  • Dedicated subscribe page

  • Blog post sign-ups


​

Booking opt-in

Include newsletter opt-in during booking:
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  • Checkbox in booking form

  • Clear value proposition

  • Not pre-selected (for compliance)


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Lead magnets

Offer something in exchange for sign-up:
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  • Visitor guide PDF

  • Discount on first booking

  • Exclusive early access

  • Free content or resources


​

Events and experiences

Collect emails at:
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  • Check-in or registration

  • Post-experience surveys

  • Events and open days

  • Trade shows and markets


​

Compliance and consent

Australian Privacy Act

You must:
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  • Have consent before emailing

  • Include unsubscribe option in every email

  • Honour unsubscribe requests promptly

  • Include your physical address


​

Best practices

  • Use double opt-in where possible

  • Keep records of consent

  • Be clear about what they're signing up for

  • Make unsubscribing easy

  • Never buy email lists

Exporting subscribers

To export your list:

  • Go to Subscribers

  • Select the segment or full list

  • Click Export

  • Choose format (CSV or Excel)

  • Download the file

A well-managed subscriber list is the foundation of effective email marketing — nurture these relationships.

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