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Managing Subscriber Lists

Build and organise your email audience for effective marketing

Written by Hayden Zammit Meaney
Updated over 2 months ago

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:
​

  • 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:
​

  • 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:
​

  • Check-in or registration

  • Post-experience surveys

  • Events and open days

  • Trade shows and markets


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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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