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What is email list cleaning and how does it work?
Since email list churn can eat through up to 30% of your list each year, it’s important to stay on top of things. This means doing a once-over email list cleaning a few times each year. Depending on how you’re sending emails, there are hard costs associated with keeping unengaged subscribers on your list. Most email services charge according to how many emails you’re sending or how many subscribers you have. Having a clean list means your email marketing campaign materials are going out to people who are engaged.
In turn, a more accurately targeted campaign will convert more subscribers into customers, increasing your revenue and your ROI. Now, let’s get to the nitty-gritty of email list cleaning tactics. If someone is on your list but never opens your emails, remove them from the list. Some email cleaning services offer this option and will do it via software. While this Teespring example is focused on website engagement, it would be easy to parlay this into an email list reconnection email.
If you send a re-engagement email and your subscribers don’t respond, only email them with a critical product or event news in the future. Allowing subscribers to let you know their reasons for unsubscribing will only help you fine-tune your content and communications for better ROI. Now you know that keeping your email list sparkling is a great way to increase your ROI, get a better grip on your performance metrics, save money, and make sure your email marketing strategy is on target. Be diligent in maintaining your email list properly, conducting maintenance several times per year-or whenever you notice those opens and clicks dropping off.
Best Practices To Improve Your Email Deliverability
Email deliverability failure is usually when an email went to the spam folder or was blocked by the ISP. How to improve email deliverability. Authenticating your email with SPF and DKIM proves to the ISPs that you really are who you say you are and are worthy to send email. As your email program continues to grow, it’s important to keep in mind that you will need the proper email infrastructure as you scale. How you collect email addresses plays a large role in your deliverability rates.
Check out our How To Grow Your Email List Guide to learn more about growing your email list the right way. Read up more on email subject line prowess and manners by checking out our post, Email Marketing Subject Lines: Dos and Don’ts. Once your recipients have agreed to receive email from you, provide a preference center so that they can decide just how frequently they want to receive email from your brand. Don’t let your ego get in the way of your email deliverability. The longer you keep inactive and unengaged users on your email list, the more you risk damage to your reputation and deliverability rates.
Providing a clear and easy way for your users to unsubscribe from your emails helps automate the process, but it’s also important to scrub your list on a regular basis so that your email list is healthy and only includes people who engage with your emails. Email marketers can avoid spam traps by keeping a clean list of engaged users and to never, ever, purchase an email list of any sort. You have to please two parties when trying to improve your email deliverability-the ISPs and your recipients.
Email Scrubbing: The ‘What, How and Why?’ Guide
Email scrubbing is shorthand for deleting any addresses from your subscribers list that are either clearly invalid, or don’t engage with what you send out. That’s an open rate of 10%. Now, you could inflate that subscribers list with another 900 invalid, incorrect or made-up email addresses if you wanted to. If, as usual, 10 of your real subscribers opened your email that would now be a 1% open rate. Incorrect email addresses are, in a way, a subset of unengaged subscribers.
If you’re sending emails to an invalid address, well, there’s nobody reading them and there never will be! It’s fairly easy to tell if an email address is an invalid one. Invalid email addresses are another automatic delete, although if it’s an obvious error- something like ‘johnsmithhotmail.co.uk’- it might be worth trying to send an email to the probably correct address. It’s up to you how ‘strict’ you are with the ban hammer; maybe you stop emailing a particular address if they don’t open your emails for six months. Of course, you still have to have good email engagement rates, and good content will always help with that.
You can use CRM tools to check email bounce rates in just minutes, so it needn’t take long. Once you get rid of invalid and incorrect email addresses, there’s still plenty left to do. Your example email scrubbing policy might then be to send these particular emails to each unengaged subscriber for six months before only then deleting them from your list. There you have it: everything you need to know to get started with email scrubbing.