Why Email List Scrubbing and Management Is Important to Your Business’s Growth
Why Email List Scrubbing and Management Is Important to Your Business’s Growth
When was the last time you cleaned you’ve done email list scrubbing? Do you remember? Cleaning out your inbox of old subscribers is a great way to give your digital life a spring cleaning.
While it would be wonderful to think that all of our email subscribers would remain with us forever, the reality is that we lose anywhere from 20 to 30 percent of our list every year. True story: every year, around 25% of your list could unsubscribe, raising your bounce rate (or worse, sending your emails directly to the spam folder)! You should stop sending emails to inactive subscribers and focus on the ones that are still open in order to have a successful email marketing strategy.
You shouldn’t feel bad if you’ve never cleaned your email list, but it’s a good idea to start. Everybody has to start somewhere, so let us help you with your first time scrubbing emails. Let’s talk about why cleaning your mailing lists is essential for any company, how you can tell when it’s time to start, and what you can do to end up with a cleaner list of email contacts.
Stop worrying about your email marketing strategy and instead concentrate on cleaning up your list of subscribers. In that case, let’s just jump right in!
Email List Scrubbing’s Importance
What are the benefits of cleaning your email list? This may seem like a silly question, but you want to be sure that your campaigns are reaching a relevant audience, so you may want to use email scrubbing to get rid of inactive subscribers.
Scrubbing your email list of inactive users is one benefit, but there are others. To begin, without any additional upkeep to your existing email marketing strategy, it can automatically increase your open, response, and bounce rates. Lessening the number of dormant subscribers helps to focus marketing efforts on the people most likely to be interested in what your company has to offer.
Cleaning your email list also reduces the likelihood that your campaigns will be flagged as spam. With an engaged subscriber base, you can learn more about the efficacy of your email marketing campaigns and reduce the likelihood of receiving spam complaints.
So let’s say you did a complete list clean-up, but your email campaigns are still underperforming. You can now start with a blank slate when revising your current strategy, free from the distraction of dormant subscribers.
In conclusion, cleaning your email list can help you save money if your company uses paid email marketing services. The number of people on a client’s email list is often used as a benchmark for pricing by marketing firms and agencies. Reducing the number of inactive people on your email list can help you save money on marketing services you’re already paying for.
You probably didn’t realize that a simple task like cleaning up your email lists could have such a positive impact on your company’s success. But in due time; cleaning your email list is something you should do only when it’s necessary. If you want to scrub your floors, when should you do it?
Time to Start Cleaning Up Your Email List
The timing of your email list scrub is crucial, as it determines how effective it is. If your email list isn’t overdue for a cleaning, you won’t see nearly as much of a return as you would if you scrubbed it when the time was more opportune.
A sharp decline in click-through and open rates is an early indicator of a potentially dangerous subscriber list. Minor drops could be the result of anything from email approach to send times to seasonality. However, if your open rates have been steadily dropping or staying low, it’s likely that you’re sending emails to inactive subscribers.
An increase in hard bounces is yet another indicator that your mailing list needs some TLC. Hard bounces occur when an email is sent and immediately bounced back to the sender because the recipient’s mailbox is full or the sender has deleted the address. A hard bounce indicates that the recipient’s inbox is full and the sender should remove the address from their subscriber list.
After these are completed, you can drill down into the details by examining individual email campaigns. Email campaign metrics can help you identify which messages are generating spam complaints or low click-through rates, allowing you to purge subscribers who no longer qualify as part of your current target audience or are no longer engage in your email content.
In order to make the necessary adjustments in a timely manner, you must know when to begin cleaning email list. With this background information in hand, it’s time to clean up your email database.
