Boosting Deliverability: Say Goodbye to Insufficient Email List Maintenance

Today, let's dive into the importance of maintaining your email marketing list and how insufficient email list maintenance can impact your deliverability and overall email ROI.

Email list maintenance, also known as list hygiene, is a crucial part of your email marketing efforts. Without it, your email campaigns may suffer from deliverability issues, decreased engagement rates, and potential damage to your sender's reputation.

Here are some possible indicators your list may need some cleaning.

Your open rates have started to dip

If your open rates have started to dip, it could indicate that your emails are not reaching the right audience, highlighting the need for list cleaning to re-engage your subscribers.

Your click-through rates are lower than usual

Similarly, drastic differences in click-through rates compared to your previous results suggest that your list may contain inactive or disinterested subscribers.

Your subscriber engagement has started to decline

A decline in subscriber engagement signals that your email list might be outdated or filled with uninterested recipients.

When it comes to subscriber list maintenance, the general rule of thumb is to clean and trim it at least twice a year. It's especially crucial before the holiday season. However, you should monitor your list performance and clean your list as needed.

Follow these tips to help you keep your list engaged:

1. Segment your list into a few different categories:

• New customers: Subscribers during the previous six months who have signed up for your email list. Regardless of how they act, they’ll stay.
• Very active customers: More than 30 percent of your customers are considered “very active.”
• Active customers: Clients who have opened an email in the past three months or purchased something in the last six months are considered active.
• Fading away: Customers who opened an email 4-6 months ago, but haven’t opened one since then are fading away.
• Inactive customers: Inactive customers are those who haven’t opened an email or made a transaction for a long period of time.

2. Use a 2-3 email re-engagement campaign

Customers should be notified by email that unless they click a link in the email, they will be removed from the list. This provides clients with one last option to opt-out of the list, and it allows you to send them a personalized email encouraging them to do so.

3. Offer a fewer number of emails

If you’re sending more than two emails each week, you might want to consider sending fewer emails to clients who aren’t opening them.

Some companies, such as LinkedIn, have even begun to migrate consumers to fewer emails automatically.

4. Remove customers from the list

Finally, once you’ve tried to re-engage customers, simply remove the rest of your mailing list from your list.

The great thing is that even if you remove thousands of emails from your list, you’ll see no change in the amount of money earned per email from campaigns, and in fact, they’ll likely increase over time.

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Learn more about this one as well as many other super interesting topics from our podcast, the Flowium YouTube Channel, and the Flowium Blog.

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The Email Einsteins at Flowium