Email list cleaning is nonetheless a powerful tool for email marketers mulling over creating a successful email campaign. While marketers are busy obtaining genuine email database, selecting the right ESP, sending engaging emails, re-engaging the subscribers, and so on; email list cleaning is often ignored or forgotten.
Even though the adage says old is gold, when it comes to email list, old turns cold. According to a study, email databases decay naturally by 22.5% every year. This makes Email List Cleaning the key for email marketers to unlock the potential of maintaining good list hygiene and attain a substantial ROI.
As per Reachmail research, 60% of Email subscribers are inactive in an email list; i.e. they have not opened, clicked or responded to any email sent in the past 6 months.
A recent survey reports 73% of companies having an issue with email deliverability. Well, poor deliverability means poor engagement, and this is where email list cleaning comes into the picture.
A study reveals that over 10% of your emails are bad, and only less than 44% of your emails are delivered! So, before you hop on to list cleaning tips, let’s find out why list cleaning is important
A bad email list will affect the email deliverability with more and more emails landing in spam folder; ultimately affecting the email deliverability. Consider cleaning your list regularly to maintain a high sender score and reduce the risk of account suspension.
Sending Emails to bad (invalid, broken, mis-spelled) email addresses leads to Spam and ISP block issues. Well, cleaning email list for better inbox deliverability is surely not a myth, and should be taken seriously.
If your emails are able to land in more inboxes, you have a higher chance to generate more leads, and ultimately generate more revenue for your business.
A clean email list increases the number of emails that get delivered in the inbox as compared to a decayed list. Hence, the ROI of your email campaigns automatically increases if your email list is clean.
With a clean email list, you can segment your email list as active and inactive. This can help you send targeted emails to active leads and not putting in much effort on inactive email addresses.
Maintaining a clean email list can help email marketers reach out to the right person who is in charge of taking the decisions. Marketers can communicate with the same people and can create a good rapport with them.
One of the advantages of cleaning an email list is getting actionable insights from your email reports. A clean email list would let you know the actual engagement with the subscribers, and whether they are interested in your emails.
Consider segregating your list with actives and inactives. Create separate emails for inactive subscribers with offers and send these emails once a month. If after 6 months there is no response, let them go.
Identify inactive subscribers in your email list and send a re-engagement email to your subscribers. You can also offer an incentive in these emails in order to rejuvenate their interest.
List cleaning Emails is an effective tool for email marketers to clean their email list. They are different from re-engagement emails. After sending re-engagement emails, if your subscribers are not responding, be bold enough to ask them if they are interested in your emails or not.
Instead of going for an ESP with high cleanliness standards, go for a Tier2 ESP that is not as strict as Tier1 ESPs. Use the services of these ESPs to clean your email list. Once you feel that your list is shaping up well, you can switch to Tier1 ESP.
One of biggest factor that regulates your domain reputation is the number of spam complaints for your emails. Monitor the email IDs that mark your emails as SPAM, and remove them from your list. Though your ESP does this activity for you, if you are using multiple ESPs, cleaning the list manually is advisable.
Most of the ESPs rate your subscribers based on their engagement level. For example, MailChimp gives 2 stars to inactive subscribers or new subscribers and 3 stars to highly active subscribers. You can segment them and create separate email campaigns accordingly.
Analyze your email campaigns and find out if multiple email IDs from a specific domain are bounced. If so, remove them right away; your emails are not being delivered to them anyway.
If your email list hasn’t been used for a while, consider getting your email list verified with the help of an email verification service. A lot of companies provide email verification services that can help you know if your emails are deliverable or not, but they can’t promise the inbox deliverability.
One of the best ways to clean your email list is to manually send emails to bounced email addresses, asking them politely if they are receiving your emails. Once you are done, review the sent emails to understand if the emails are actually dead; or if there are fake email addresses added in your list.
Spam traps look like normal email addresses and are difficult to trace. You can send reconfirmation emails or re-opt in emails to inactive email addresses, and remind them about your business. You can also use different tools to validate your email database to avoid the spam traps.