In the world of email marketing, maintaining a clean and engaged subscriber list is critical for achieving success. Many marketers may be hesitant to remove subscribers from their list, but failing to do so can have dire consequences. In this article, we’ll discuss the importance of regularly scrubbing your email subscriber list and how it can significantly improve your email marketing results.
Digital marketing expert Neil Patel cautions against ignoring unengaged subscribers in one of his videos, stating:
“Outlook and Gmail, and other email platforms, they have their own algorithms… If a hundred of them don’t ever open up my email… eventually those hundred people who aren’t opening up the emails, it actually taints the other 900… the way the algorithm works is, “Oh, you keep sending these emails to these hundred people who don’t want them.” So your email’s more likely to be spam.”
In essence, when you continuously send emails to subscribers who never engage, you risk damaging your sender reputation and deliverability. This means that even those subscribers who do want your emails may end up not receiving them due to spam filters or promotions tab placement.
Regularly cleaning your email list can result in numerous benefits, such as:
Improved open and click-through rates: By removing unengaged subscribers, you increase the percentage of recipients who are genuinely interested in your content, leading to higher open and click-through rates.
Enhanced deliverability: As your sender reputation improves, your emails are more likely to land in the inbox of engaged subscribers, increasing the chances of them being opened and clicked.
Better targeting and personalization: With a smaller, more engaged list, you can focus on delivering highly relevant and personalized content to your subscribers, resulting in better engagement and a stronger relationship with your audience.
Scrubbing your email list is a crucial aspect of maintaining a healthy subscriber base. The process involves identifying and removing unengaged subscribers, which can be achieved through various methods. Here are some steps to help you scrub your email list effectively:
Set engagement criteria: Determine the parameters for what constitutes an engaged subscriber. For example, you may consider a subscriber engaged if they have opened or clicked on an email within the last 30, 60, or 90 days. Adjust these criteria based on your industry, the frequency of your emails, and your marketing goals.
Segment your subscribers: Using your email marketing platform, segment your subscribers based on their engagement levels. Create separate groups for highly engaged, moderately engaged, and unengaged subscribers. This will allow you to identify those who aren’t interacting with your emails and should be removed from your list.
Re-engage cold subscribers: Before removing unengaged subscribers, consider running a re-engagement campaign. Send a targeted email to cold subscribers, asking them to confirm their interest in receiving your emails or offering exclusive content or offers to reignite their interest. Monitor the performance of this campaign and identify any subscribers who remain unresponsive.
Remove unengaged subscribers: After giving cold subscribers a chance to re-engage, remove those who continue to show no interest in your emails. This may be a difficult decision, but it’s essential for maintaining a healthy list and improving your email marketing performance.
Maintain a regular scrubbing schedule: Regularly review your email list and repeat the scrubbing process as needed. Depending on your email frequency and industry, you may want to scrub your list every quarter, every six months, or at least once a year. Establishing a consistent schedule will help you maintain a high-quality list and prevent deliverability issues.
Monitor bounce rates and spam complaints: Keep an eye on your email bounce rates and spam complaint rates. High bounce rates may indicate that your list contains invalid email addresses, while high spam complaint rates suggest that your content is not resonating with your subscribers. Address these issues promptly by improving your email collection practices and fine-tuning your content strategy.
Implement a double opt-in process: To ensure that your list stays clean and engaged from the start, consider implementing a double opt-in process for new subscribers. This requires them to confirm their subscription through a confirmation email, ensuring that only genuinely interested subscribers join your list.
Analyze your email content and frequency: To keep your list engaged and minimize the number of subscribers becoming unengaged, evaluate your email content and sending frequency. Ensure that your emails provide value, are well-designed, and are sent at an appropriate frequency. Sending too many emails may overwhelm subscribers, while sending too few may cause them to lose interest.
Keep track of subscriber preferences: Allow your subscribers to manage their email preferences, such as the type of content they receive and the frequency of emails. By providing options that cater to their preferences, you can minimize the likelihood of them becoming unengaged.
Test and optimize your emails: Regularly test different elements of your emails, such as subject lines, headlines, images, and calls to action. Analyzing the performance of these tests will help you understand what resonates with your audience and further refine your email marketing strategy.
Monitor your list growth: Keep an eye on the overall growth of your email list. If your list is shrinking due to scrubbing, it’s important to focus on acquiring new, engaged subscribers through effective lead-generation strategies.
Educate your subscribers: From the moment someone subscribes to your list, set expectations about the type of content they will receive and how often they can expect to hear from you. This way, they know what to expect and are more likely to remain engaged.
Utilize automation and personalization: Leverage marketing automation tools to send targeted emails based on subscriber behavior, preferences, and demographics. Personalization can help improve the relevancy of your content and increase engagement rates.
By implementing these additional strategies, you can not only maintain a clean email list but also foster long-term engagement with your subscribers. This will ultimately lead to better email marketing results, improved deliverability, and a more robust return on investment. Remember that maintaining a healthy email list is an ongoing process that requires consistent monitoring, testing, and optimization.
By: Darrin DeTorres
Darrin DeTorres is the founder and main contributor to the Market My Own website. As an expert marketer with 13 years of experience, he noticed that new businesses were at a huge disadvantage when it came to marketing and advertising against competitors with seemingly unlimited budgets. The site was built as a way to help these small businesses get a jump start so they might have a chance of succeeding in this highly competitive environment.