Why you should be keeping a squeaky clean email list.
While there are a number of different factors that contribute to the success of your email marketing campaigns, starting with a clean database is by far the most important. This is where email list hygiene comes into play.
You might have an email database that consists entirely of double-opt ins but this doesn’t mean that some of your email addresses don’t have the potential to get you into trouble in the long run.
Your email subscribers will generally fall into one of three categories:
- Engaged subscribers – They regularly read your emails and click through to your landing pages
- Unsubscribes – They have opted out of receiving emails from your brand
- Hard Bounces – Their email address is failing
Once a subscriber agrees to receive emails from your business, it’s critical to keep an eye on their activity and how often they’re engaging with your emails. When monitoring engagement, clicks and opens are the most important metrics along with email bounces and delivery success rates.
The reason why it’s essential to keep track of these metrics is because once you notice that you are no longer successfully delivering emails to certain addresses, or your emails are no longer being opened by some of your subscribers, you risk being marked as a spammer by keeping them on your email list. This is where email hygiene comes in.
Email list hygiene means keeping your database free of unengaged subscribers who have the potential to damage your brand. Internet service providers will generally flag an email sender when they show a high complaint rate, are sending to abandoned email address or they’re sending emails to unknown accounts.
Keeping your email list clean can be a full time job all on its own but with the right email marketing tools, you can easily avoid the dreaded spammer mark. Be sure to check the quality of your email list before you send out your next campaign.