Email list hygiene is a constant part of an email marketer’s job. It helps you maintain a good relationship with your subscribers and attract the right audience to your promos and offers. In this article, we’ll talk about the best ways you can maintain good email list hygiene. Read on!
What is Email Hygiene
Simply put, email hygiene is cleansing your email list. This entails removing invalid, unresponsive, or unengaged email addresses from your list and sending out useful messages to your engaged subscribers.
Good email hygiene helps you deliver valuable content from your platform to the right people. Cleaning up your email list also improves returns on your email marketing efforts. The following will help you attain an enhanced email list.
Delete Inactive Subscribers
If you have subscribers that aren’t active, it’s wise to remove them from your list. These are people who haven’t opened your emails in a long time and haven’t clicked any links in your emails.
Apart from that, subscribers may become inactive due to the following reasons:
- Your content isn’t relevant to them.
- You haven’t sent out enough content.
- Your email doesn’t create any value for them.
- Your content doesn’t stand out.
Before removing inactive subscribers, don’t forget to send them a re-engagement email first. This gives them a chance to stay on your email list if they’re truly interested.
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Segment Your Subscriber List
If you’re reluctant to delete inactive users, try segmenting your list. Instead of removing them, move them to a segment that will receive a lower number of emails or will get only the good promotions and offers.
Try this for a specific amount of time and see if the engagement improves. From there, feel free to delete subscribers that are still inactive.
Remove Role Accounts
Role accounts are alias emails that represent a group (@support, @info, etc.) These emails don’t represent individuals, and they’re not checked or read frequently.
When the administrator handling these role or alias accounts leaves, his or her replacement may opt out of the subscription or move your email to the dreaded spam folder.
Use the Double Opt-In Method
It’s crucial that you confirm subscriptions once a user signs up for your email campaign. Many ways exist to confirm subscriptions, but the double opt-in method is the best way to ensure that the subscriber truly wants your emails.
The double opt-in method requires users to enter their emails on a signup form. Then, they have to confirm their subscription once again, usually through a confirmation email link that they need to follow to finish signing up.
This method requires a bit more work on the user’s side. However, it has benefits for both the sender and the recipient — it automatically helps remove bad email addresses from your emailing list.
Clean Up Your Content
You never want your emails to go to the spam folder. Make sure your content doesn’t trigger the spam filter by removing the following issues from your content:
- ALL CAPS
- Excessive, consecutive punctuations — such as exclamation points!
- Spammy subject lines such as RE: and FWD:
When crafting your email content, strike the right balance between visuals and text. Avoid sending all-graphics emails. Also, check if all URLs and links are working. Avoid using “Dear User” in your emails as this is a telltale sign that you don’t personalize your emails.
Getting sent to the spam folder is an email marketer’s worse nightmare. As such, make sure your messages don’t look spam. You and your subscribers will benefit from a well-crafted email.
