Email List Hygiene - Keeping Your Database in Top Shape
Successful email marketing campaigns are built on multiple best practices - catchy subject lines, enticing incentives, high-quality content, and more. But one factor that is often overlooked is keeping your email list clean and up-to-date.
Email hygiene is the process of removing invalid, inactive, or uninterested email addresses from your email database, in order to make room for new subscribers and ensure that you're only sending valuable content to people who are actually interested in it. Without regular email list cleaning, your email campaigns can quickly become ineffective and a pain to deliver.
Keeping your email list in tip-top shape has many benefits, including increased email deliverability, better customer relationships, and cost savings.
As email volume increases, it becomes increasingly challenging to get emails through the spam filters and into inboxes. When your emails are being sent to a spam folder or marked as spam, it hurts your sender reputation and can damage your overall deliverability rate. Luckily, with a few simple email list hygiene best practices, you can avoid these issues and keep your emails from ending up in the spam folder or being marked as spam by recipients.
When you buy an email list, duplicate entries can appear in your database, causing your messages to be sent to the wrong person or going to the same recipient twice. This wastes resources and can hurt your email deliverability rates. When you prioritize email list hygiene, duplicates can be identified and removed, saving your business money in the long run.
One of the most important things you can do to improve email list hygiene is to identify and remove inactive subscribers from your database. Inactive subscribers are more likely to mark your emails as spam or not open them, which can affect their overall engagement and ultimately damage your sender reputation. By regularly re-engaging with your inactive subscribers through a re-engagement campaign and removing them from the list once they don't respond, you can increase the number of engaged subscribers on your list and reduce your spam complaints.
Another way to stay on top of your email hygiene is by establishing an email frequency schedule that works for you and your audience. Using engagement data, like recent opens and clicks, recent purchases, and more, you can create segments of your database to adjust your email frequency for each group of customers. This allows you to save your most valuable campaigns for the most engaged audience, while keeping less engaged customers in the loop more frequently to prevent them from becoming frustrated with not hearing from you.
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Isaac Schneider is an entrepreneur from Alberta, Canada and has had a diverse career spanning from the restaurant industry to media production.
Encountering burnout and stress working as a chef, Isaac decided to become an entrepreneur, and is now focused on helping others scale their businesses.
He believes in providing individuals with the tools to unleash their potential, regardless of background. Join Isaac on his journey through the dynamic world of business, where he leverages technology and innovation to achieve collective goals.
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