Every email marketing is concerned about their open and click-through rates. Is it good enough for you? Is there room for improvement? A tiny error you’ve made or are going to make might lead them to decrease.
While there are several strategies to ensure a high percentage of deliverability, list cleanliness is the most prevalent. List hygiene does not need the use of soap or water, of course. In the end, it’s about weeding out what’s good from what’s bad. When you acquire new subscribers, engage them, and then remove those who aren’t engaged, you’re increasing your deliverability.
Alternatively, this may not be the case. Several email marketers use practices that may not genuinely improve deliverability, such as cleaning up their lists. As far as certain sources go, they might be affecting income.
Removing inactive subscribers is the first step in maintaining a clean email list.
Removing inactive subscribers is one of the most frequent ways to clear a list. Remove subscribers who haven’t opened or clicked on an email from your list in at least six months from the list by using the normal rule of thumb. If someone’s email account has been dormant for an extended period of time, you’re less likely to wind up with a spam trap on your list if their ISP has “gravestone” it.
A final “this is your last email” sequence should be included as a last-ditch attempt to keep some of your subscribers. Pinpointe suggests cleaning your list every 12-18 months at least. Delete everyone who hasn’t opened an email in the last 18 months after they’ve had an opportunity to answer or not.
As you presumably already know, cleansing a list may result in a significant increase in open rates. As a result, the number of individuals who read your emails is significantly larger now that you’ve eliminated those who never did. Due to diligent purging, we’ve found that the raw open rate has increased by as much as 25% or more. Because we delivered a strong enough signal to the ISPs and inbox filters, our purge of the list resulted in greater inbox placement, which in turn resulted in a higher level of interaction.
We won’t be eliminating non-clickers now that we know the ISPs don’t count clicks. Even if they haven’t opened, is it still OK to call them? I don’t know. It’s something that several well-known marketing experts fiercely oppose.
Reducing the number of subscribers instead of eliminating them
However, hold on to those subscriptions for the time being. Fortunately, there is a better technique to deal with them, and it’s the preferred option.
Keep your dormant accounts. Treat them differently, and you’ll see. Delete them from your primary mailing list, but keep sending them occasional offers and material that they are more likely to respond to.
You’ll also be adhering to a recommendation made by Gmail’s own email marketers. In Somanchi’s words, “ramp down” your communications to these non-responders. Phase your subscribers out. Tapering your emails to inactive subscribers rather than dumping them all at once is preferable.
For those who have been sending emails once a day, Somanchi advises reducing the frequency. Switch to once a month if you’ve been sending weekly. Ask your subscribers whether they’d want to hear from you again if you haven’t heard back from them in three to six months via email. Let them leave if they don’t respond (or if they respond with a “no”).
Instead of single opt-in, use double opt-in.
When a new subscriber signs up, you send them an email to confirm their subscription. In order to become a subscriber, they must click on a link in the confirmation email. By contrast, double opting-in reduces signup rates by 20-30 percent, but it also tends to result in substantially greater subscriber engagement rates throughout the course of their subscription. Double opt-in for email hygiene services are a great way to ensure that every new subscriber on your list is correctly formed, can be sent to, and is engaged.
Buying an email list is never a good idea.
The cleanliness of pre-purchased email lists is notoriously bad. A surge in spam complaints may also be caused by these features.
Handwritten paperwork may be tricky, so you might want to pay attention.
It is common for them to contain a lot of misspellings since people’s handwriting is difficult to decipher. Instead, utilize a tablet with a signup app on your tablet. By not losing 10% to 20% of new subscribers due to poor handwriting, you will get more subscribers.
Exercise caution while participating in competitions and sweepstakes.
Signups should need a double opt-in procedure; otherwise, the winner will be contacted by the email address they provided when they signed up. Tell them that an email will be sent to that address, and they must reply to it. To ensure that your message reaches the recipient’s principal email account rather than a slush email address they use for marketing, utilize this method.
