Email list hygiene is all about cleaning your email list regularly so your list appears clean and organized. While building our list, due to our other commitments, we are likely to fail to see who are inactive, whose email addresses are non-existent or invalid and whose email addresses are unverified. This can lead to unsatisfactory results in email marketing metrics such as open rates, click-through rates and conversion rates. Therefore the need to keeping your subscriber list clean arises.
Removing inactive subscribers is the first criterion to building list hygiene. Bounced email addresses is an issue that will affect your deliverability rate. Hence you would do well to identify the bounced email addresses and do the needful. Sometimes emails get bounced because of full mail boxes. Therefore serious insight is necessary in such cases.
Sender reputation should not suffer so you maintain a good sending reputation with your email provider. Thus email list hygiene paves the way for sound relationship with the customers. Keeping your active members engaged is yet another effective way of maintaining email list hygiene. Give your inactive email subscribers a final chance by drafting them into surveys and sending them opinion emails. There are several instances of inactive subscribers turing into buyer subscribers!
Aim at click-through rate stragegy to improve your subscriber engagement. Inclusion of unsubscribe link at the end of your emails is mandatory for subscribers can exit on their own via the link. Thus it helps in keeping the list hygiene in tact.
