Introduction
Your email list is one of the most valuable assets you have as a business. It’s a direct line of communication to your customers and prospects, and it can be a powerful tool for driving sales and marketing initiatives.
But like any other asset, your email list needs to be maintained and cleaned regularly. Otherwise, it can start to degrade in quality, which can impact your deliverability and ultimately your bottom line.
So how do you know when it’s time to clean your email list? Here are four signs that it might be time for a little spring cleaning:
1. Your deliverability is suffering.
If you’re noticing that your emails are landing in the spam folder more often, or that your open rates are declining, it could be a sign that your list is due for a cleanup. A dirty email list can cause deliverability issues, so it’s important to keep an eye on your metrics and make sure they’re not slipping.
2. You’re getting more bounces than usual.
Bounces happen when an email can’t be delivered to a recipient for some reason. Maybe the address is no longer active, or the mailbox is full. Whatever the reason, if you’re seeing an increase in bounces, it means there are some bad addresses on your list. And those bad addresses can drag down your overall deliverability if they’re not cleaned up.
3. You’re not getting much engagement from your emails anymore.
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Reasons to Clean your Email List
If you’re like most people, your email list is a mix of personal contacts, work colleagues, and complete strangers. And that’s fine! But over time, as you add more and more people to your list, it becomes harder and harder to keep track of who’s who. That’s why it’s important to periodically clean your email list, to make sure that everyone on it is still someone you want to be in contact with.
Here are a few other good reasons to clean your email list:
1. To improve deliverability. If your emails are constantly getting bounced back or marked as spam, it’s probably because your list is out of date. When you clean your list and remove inactive addresses, your deliverability will improve.
2. To keep your list relevant. As time goes on, people change jobs, move houses, and change their email addresses. If you don’t keep up with these changes, you’ll be sending emails to people who will never see them.
3. To protect your sender reputation. Your sender reputation is the measure of how likely your emails are to be delivered to the recipient’s inbox. If you have a lot of invalid or inactive addresses on your list, your sender reputation will suffer – which could mean that even legitimate emails end up in spam folders.
They cost money
The first thing you need to know about email lists is that they cost money. There are a few different ways to acquire an email list, but the most common is to buy one from a list provider.
The cost of an email list varies depending on the quality of the list and the number of emails on the list. A good rule of thumb is to expect to pay between $100 and $500 for a good quality email list with around 10,000 names on it.
Of course, you can always try to build your own email list, but this can be a time-consuming and difficult task. If you’re not experienced in building lists, it’s probably best to just purchase one.
They decrease open rates
While it may seem counterintuitive, cleaned email lists actually have lower open rates. This is because when you remove inactive subscribers, you’re left with a list of people who are more engaged and more likely to open your emails.
At the same time, deleted emails may have been added to your list by mistake or because of outdated information. Removing these can help improve the accuracy of your data and ensure that you’re only targeting people who are interested in your products or services.
They hurt sending reputation
The average person receives 121 emails per day, and most of us can’t even keep up with our own inboxes, let alone someone else’s. So when you send an email to someone and it goes straight to their spam folder, it’s not just annoying, it’s a reflection on your brand. If you’re sending emails to people who don’t want them, not only are you wasting your time and money, you’re damaging your reputation.
Spam emails can cause people to become frustrated and lose trust in your brand. If your emails are consistently ending up in the spam folder, recipients may start to think that your emails are unsolicited or untrustworthy. This could lead to them unsubscribing from your mailing list or even worse, marking your messages as spam so other people won’t receive them either.
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