To have an effective email marketing campaign going, you need to keep in mind that occasionally cleaning that list is important for optimal results. If it’s been awhile since you’ve updated your email list (or perhaps you never have) read on to find out why this may be a major piece of your marketing strategy that you’re missing out on!
Why You Should Clean Your Email List
Sender Reputation
You don’t want your emails to end up in the spam folder or deleted as soon as they hit someone’s inbox. Ensuring you have a positive rating among those who receive your newsletters is crucial for long term success. When it comes to list cleaning, if you start to notice that users are no longer opening your newsletters, it’s either time to reassess the message, segment that user to another audience or delete them altogether.
Improve Your Email Marketing Metrics
List cleaning offers several benefits for your email marketing efforts, such as improving open, click and more importantly conversion rates. By removing unengaged users from your subscriber list, your emails are more likely to be seen by users who are genuinely interested in your content and services.
Adjust Your Marketing Strategies
With a clean list, you’re able to adjust your email marketing strategy. Perhaps you can start to segment your list into high converters, high open rates, etc…offering them a different incentive on their email compared to a generic catch all for all subscribers. Focusing on engaged users allows your emails to drive a bigger impact and ultimately your bottom line.
Avoid Deliverability Issues
List cleaning helps reduce the risk of your emails going directly to a spam folder or ruining your open rate metrics the second the email goes out. With a higher delivered rate, you’re able to showcase to your newsletter software that your emails aren’t spam and are legitimately trying to reach users on the other end.
Show me the money (in savings)
Cleaning lists can also save you money, especially considering that email service providers charge based on subscriber numbers. Getting rid of unengaged subscribers ensures you’re only paying for subscribers who actively engage with your content.
How Important is List Cleaning?
Be sure to track metrics before and after a list cleaning. If your account shows positive results after the first list clean, with higher open and click rates, regular list cleaning is crucial for maintaining those results. Even if your email marketing rates don’t improve dramatically overnight, this practice ensures long-term success.
If you’re feeling overwhelmed with managing your email list or mastering the sweet science of when and where to send newsletters, contact our digital marketing experts today for assistance!
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