It’s time clean out the closets! Spring cleaning leaves us
feeling refreshed, renewed, and optimistic — like anything is possible.
Clearing out the “junk” from your email list can have the same effect for your
business and your bottom line. Here are 6 tips for cleaning and organizing your
email list this spring, so you can drive revenues all year long.
- Clean your list
Regularly cleaning your list will identify and eliminatespam traps, honeypots, malicious moles, and other threats. Identifying low
quality emails and threats can help you stay off the blacklist and avoid the
resulting downtime, headaches, and remediation costs. A professional
hygiene provider can help you identify hidden threats in your list, and clean
your list much more efficiently.
2.
Remove bounces
While you can remove bounces from your own database after
hitting the send button, a verification provider offers a more comprehensive,
proactive look at your list. Use a professional verification service to
identify inactive and non-deliverable emails to increase deliverability and
campaign ROI.
3.
Out with the old
Even opted-in email addresses can turn hazardous over time.
Additionally, ISPs consider user engagement as part of your sender reputation.
If a user hasn’t opened or clicked on your emails in a while, consider a
re-engagement campaign to bring them back. If that doesn’t work, take them off
your list. Routinely removing “dead weight” can boost deliverability to the rest
of your contacts.
4.
Get organized
Once your list is clean, it’s time to organize it. Segment
by demographic, geography, industry, income, purchase history, or any other
metrics depending on your products and messaging. A recent MailChimp survey of
over 9 million emails revealed segmented campaigns average 14.25% higher open
rates and 59% higher click rates than non-segmented campaigns.
5.
In with the new
Keep your list fresh by adding new contacts. Attract
subscribers with new marketing initiatives, promotions, and special discounts.
Capture email addresses on your website in exchange for whitepapers and other
engaging content.
6.
Get more information
Learn more about your list so you can target more
precisely—down to the individual. Data enhancement can fill in the holes in
your list, such as missing email addresses, demographics, financial
information, political affiliation, special interests, automotive data, and
more.
The Email Marketing Industry Census 2016 reveals that email
delivers the highest ROI for your marketing spend and accounts for 23% of a
company’s sales on average. A little spring cleaning—in the form of list
hygiene, verification, segmentation, and data enhancement—can optimize your
campaigns to drive these revenues.
