Cleaning Mailing List: Who Should Be Kept & Who Should Be Removed?
What Is A Clean Mailing List?
Have you noticed how many emails have bounced in your last campaigns? Do you monitor the validity of the addresses before sending the content? If you have not done this your list of subscribers can be full of emails that will not report any benefits. On the contrary, they will affect the performance of your campaigns.
Email Verification should be a constant task for marketers. It is about identifying and eliminating addresses that are obsolete, false, with errors or that do not work within your strategy. This way your emails will reach the correct inboxes. Email Verification will also prevent you from being flagged as spam by mail providers. Scrubbing up after each campaign will cause the lists to be reduced, but they will give you better results. This will allow you to manage effective email marketing.
By worrying about the hygiene of your lists you make sure you have only quality emails. In addition, you will see how the return on investment (ROI) improves. It is estimated that, on average, ROI increases by 94% when email campaigns are sent to the correct addresses.
If you have a bounce rate between 3 and 5%, it is a sign that you must clean. Before taking any action decide on which user to eliminate and which to keep.
Which users should you keep on the list?
From now on, if you have not done so, you should worry about sending the email campaigns to the correct addresses. Clients can also give you false addresses or typing errors can ruin it. Everything counts when it comes to measuring the effectiveness of messages.
At the moment of cleaning the lists you must identify factors that do not work for your campaign. You will eliminate them once, but there are others that you can maintain. If you detect inactive users you can create a campaign to gain their interest again before deleting them.
The users that you must maintain are those that have shown their engagement with the brand. How to identify them? Here are some considerations to take into account:
Subscribers who have opened your emails in the last 6 months and have clicked: The recent interest of these people indicates that they are quality subscribers and that you must maintain them. It is possible that they have not opened all the campaigns, but if they maintain a certain opening frequency, they should remain on the list. More important is that they click on links and calls to action.
Recent subscribers: These are the ones that have just given you their data. To avoid incorrect addresses or errors, implement email confirmation within campaigns.
Clients and subscribers in the last 6 months: These may be interested in getting back in touch with your brand or business. Contact them to invite them to subscribe to your website or reconfirm their interest in receiving emails.
Who should you remove from the mailing lists?
In any marketing strategy it is important to maintain contact with the right people. Analyze your lists and if you find some of the following cases, delete them.
Selfless subscribers: those who have opened an email in recent months but do not click or have converted. You can include it in a re-engagement campaign, if it does not respond, then delete it.
Inactive contacts: They are those that in the last six months have not opened any of your emails.
Directions that generate rebounds: Bounces happen when the mail is rejected for some reason. The causes can be many. Soft bounces are temporary and the reasons may include indications exceeded or a local problem, etc. Hard bounces are permanent problems of the receiver as unknown user or incorrect domain.
Duplicate, invalid or incorrect addresses: Obsolete lists are the ones that are not used regularly. That is, you have time without sending them any campaign. The advisable thing is that you eliminate them or reconfirm the interest of the subscriber. Also analyze to identify duplicate addresses or with errors to eliminate them.
Contacts that do not fit your profile: It is no use sending messages to users that do not match the profile of your target customer. You will be wasting resources and most likely not interested.