It has become clear now that the power shift between the consumer and the marketer has begun, rapidly shifting the power into the hand of the consumer. Consumers now have more options, more resources and demand personalization like never before. Email is not an exception.
If you are sending emails to a stale or an email list you have purchased, it is a serious waste of time and money. It is becoming crucial now more than ever for marketers to make sure their lists and clean and up to date.
Why your list should be clean
Email security services, Internet service providers and spam monitors all set the way for what constitutes an appropriate email campaign. Spam complaints, undelivered messages, and unsubscribes need to be controlled under these thresholds to avoid unnecessary attention. Sending emails to an unqualified list usually tends to result in account suspensions from your email platform, fines and terrible marketing results.
Why isn’t your email platform a list cleaner?
An email platform has a duty to administer the thresholds set for undelivered messages, unsubscribes and spam complaints. If your emailing list is stale or unmanaged there will likely be a high number of all three. In these cases, you could have your account suspended by your email platform. List cleaning is a good way to maintain a trusted sending reputation and deliverability rates.
Email platforms help monitor a lists’ health throughout the life span of an email campaign. They take in to consideration and measure bounce rate data, deliverability and unsubscribe rates to give you a reading on your list. However, they do not have the ability to perform an advanced clean on your lists.
How do you keep your list clean?
There are various options for keeping your email lists clean. One option is to be strategic about leads. Lead scoring and grading solutions automatically check and assess each lead and their compatibility with your business and then assign them to a list accordingly. Another option is to allow recipients to decide whether to receive emails. Asking for and gaining their permission first, ensures that your list is filled with recipients that are keen on receiving your content.
When you decide to launch your next email campaign, make sure you take the time to ensure your email list is pristine. It will guarantee more responses and increase engagement and help improve your reputation with ISPs.