The importance of cleaning your email list

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Your deliverability and email marketing operations are influenced by your email hygiene habits. Your emails will end up in the spam folder if you don't maintain basic email hygiene. In this article, we will go over all you need to know about it. Let's get started.

It makes no difference whether you're eliminating bought lists or scraped data. Your email operation is doomed if you don't exercise email hygiene on a regular basis.

Even the most successful marketers experience email list attrition. Each year, it is predicted that up to 35% of the typical list will be discarded. These disconnected consumers and outdated addresses, like dead weight on a laboring horse, can slow up your email deliverability and serve as a brake on every campaign if you don't practice excellent email list management.

What is email hygiene?

Email hygiene, often known as "email list hygiene," refers to a set of guidelines that every email marketer should adhere to. By ensuring that every address on your list is both legitimate and active, good email hygiene will maintain your email list lean, clean, and efficient.

There are a variety of reasons why an email address might become a stumbling block for your business:

  • This is how some addresses begin. Someone may have entered their address incorrectly in your sign-up form, for example.
  • It's possible that the email address is no longer in use.
  • And, certainly, individuals do lose all interest from time to time. Possibly something has changed, and your offer has lost its appeal to them. Although these consumers might be re-engaged, dormant leads are detrimental to your deliverability.

The most crucial aspect of email marketing is email deliverability. Everything else is meaningless without deliverability. If you ignore dormant email addresses, they will become a significant strain on your deliverability and stifle your email marketing efforts.

This is a problem that can be solved with proper email hygiene.

Is it time to clear up your email list?

Drop a couple of dead weights if your horse is already exhibiting indications of suffering and pushing you to do so. Clean up your email address book. Yes!

Looking at specific trends in your email analytics might help you spot these warning signs:

  • Open rates- are the most common statistic that might alert you to a problem with your sender's reputation. If your open rates are consistently declining across all ISPs, or even just a few, you most certainly have a deliverability problem.
  • Bounce rates - if you observe an increase in hard bounces, your deliverability is likely to suffer in the future. It's an obvious indicator of a sender reputation issue when you notice such a surge with, or before, a decrease in open rates.
  • Spam/complaint rates — Similar to bounce rates, they'll inform you whether you're about to or have already seen a drop in deliverability.

Even if all of your metrics are in good shape, it's still a good idea to use email hygiene techniques for the following reasons:

  • It will help you maintain a good sender reputation and performance. Both will ultimately diminish when users become passive if you don't practice email list upkeep.
  • It has the potential to boost your sender's reputation and deliverability significantly. You'd be amazed how much of a change removing some addresses from your address list can make! You might believe you have high-reliability today, but it gets even better with a clean list.

 

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