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Spring Cleaning for Email Lists
Did you know that your email lists need spring cleaning as well? When your email list is neat and cleanly sorted into valid addresses, active subscribers, and other segmentations then your sender reputation stays unhindered. Having a good sender reputation means that the chances of your emails getting marked as spam are very low. Thus, it also reduces the probability of your emails getting blacklisted or blocked. Therefore, instead of only cleaning your email lists during a list crisis, be a little smarter than other marketers and clean your email lists more often.
Cleaning email lists refer to keeping the valid email addresses and getting rid of the useless email addresses. But be cautious! Don’t lose any important data during the cleaning process. You should have a clear idea of what to keep and what to not. If that sounds confusing then let us make it easier for you.
We have brought you the best ways to cleanyour email list without losing anything important. These helpful ways are your guide to go about cutting off the useless data and make your email marketing quicker, easier, and more efficient.
1. Before Cleaning Your List
Wait a minute before cleaning your email list!
- There are a few things that you need to go through before starting the cleaning process. The very first thing that needs your attention is to jot down the subscriber’s addresses that have not interacted with your emails in six months or around that time. The other thing that you need to focus on is how to increase engagement with your new subscribers. Instead of going about the long que of email addresses, focus more on the new subscriber’s interest.
- Last but not least, you need to work on database validation under these three situations:
- Point out the invalid part of your dataand attempt to figure out whether that part of the data is even still mail-able. If yes, then put inon there-engagement list which means to strategically make it valid again.
- Analyzingwhich email addresses can be active and which are not responding. These email addresses can act as a spam trap for you so be aware.
- After sorting out, keep a clear idea of what your new database is consisted of. You should know whether this data was collected through a partnership or during a merger.
2. A Re-Engagement & Personalized Campaign
- A re-engagement campaign refers to focus on the subscribers who just need a little attention to develop their interest back again in your emails versus the recipients who are completely disinterested in your content.
- Putting efforts on the later subscribers means wasting your hard work, therefore, you should primarily focus on the former one. You can send these subscribers an invitation to update their preferences. It is a way to ensure the subscribers that the emails they are receiving are as per their own choice and are the most relevant to their interest. Observe their choices and note it down. From here, you can have an idea of what type of content is interesting to your subscribers.
- You can simply get rid of the type of content that your subscribers are not finding interesting. You now have manageable personalized content. The personalized campaigns work more efficiently to get and maintain your subscriber’s interest in your brand. And if you are running this campaign right, then you can also get a boost in your email engagement.
3. Sun-setting Policy
Another widely recommended way of email cleaning is applying a sun-setting policy on your data. This means that instead of immediately kicking out your inactive subscribers, observe them for an allocated timeframe. During this time, you will make a final attempt to engage with them. It’s up to you whether you want to keep that time frame for a month or two. You can combine the personalized campaign with the sun-setting policy by asking these subscribers to update their preferencesduring this sun-setting time.
Another way to use the sun-setting policy in your email cleaning is that you can arrange a series of four emails that you dispatch to your inactive subscribers over 7 days.
Out of these four emails, the first mail should offer your subscribers something valuable to them. The second mail should mention that your brand is soon offering something which they can’t miss. The third email should reveal the time-sensitive message, followed by the last email to remind them that there are only a few hours left. Your goal for these emails is to recharge the value-exchange promise with your inactive subscribers and get their response against something that is of ‘real’ value to them.
If you still get no response from the subscribers even after that set timeframe, then you can move them to the unsubscribed list.
4. Automate
You cannot wrap up spring cleaning without automating emails as effectively as you can.Without getting into the debate that whether you already have a great number of automated emails or not, let’s just analyze two things about your previous automation:
· RE-USE
Search in your email dispatch list that have you been sending the same newsletters or emails to the same recipients again and again? If yes, then you need to update your automation.Here, you also need to observe that which type of your content has a high response rate. You can re-use that same style or content for new automated campaigns.
· AUTOMATED EMAILS AS DIRECT SALES
If your brand has a lot of customers on-board and you have to regularly deal with them, then you should try email follow-up for these users. You can just set these follow-up emails on automationwhile adding some personalized touch to these emails. You should put more effort into optimizing your outreach and sales programs manually and automate it for later.
Conclusion:
Giving your email list a clean and fresh look is mandatory if you want to save your time, effort, money, and lost opportunity. Therefore, with the help of these ways, spring cleaning your email lists will take up a very minimum of your time but will surely make wonders happening for your email marketingcampaign.
