Let’s be real—email lists are like plants. If you don’t water them (a.k.a. maintain them), they’ll wilt and die. But here’s the thing: overwatering or letting weeds grow (spam traps and inactive subscribers) is just as bad! If you want your email list to thrive and be responsive, you’ve got to practice good email list hygiene. Don’t worry, it’s not as boring as it sounds. Keeping your list clean is the secret sauce to better open rates, more engagement, and higher conversions.
Ready to dive in? Let’s get to the dos and don’ts!
The Dos:
1. DO Regularly Clean Your List
Think of it like giving your garden a good pruning. Every once in a while, you need to go in and remove the deadweight—aka inactive subscribers. These are people who haven’t opened your emails in months. Keeping them around can hurt your deliverability rates. So, send a re-engagement email, and if they still don’t bite, it’s time to say goodbye. Trust me, it’s better for everyone! (I do this at 90 days.)
2. DO Segment Your List
Not all your subscribers are created equal. Some are die-hard fans, while others barely remember who you are. Segment your list by behavior—like who’s opening your emails, clicking through, or purchasing. This lets you tailor your messages and keeps your most engaged subscribers, well, engaged!
3. DO Use Double Opt-In
Want to avoid spam traps and fake email addresses? Implement double opt-in! It’s when someone has to confirm their email after signing up. This not only ensures you have real, interested subscribers, but it also keeps your list squeaky clean.
4. DO Monitor Bounce Rates
High bounce rates are a red flag that something’s up with your email list. Regularly review your email metrics to see if you’re getting a lot of bounced emails. A good rule of thumb is to keep your bounce rate below 2%.
The Don’ts:
1. DON’T Buy Email Lists
Buying an email list is like inviting a bunch of strangers to your party. Not only do they not know you, but most of them don’t want to be there. And you can bet your inbox will suffer from sky-high unsubscribe rates and potentially get flagged as spam. Stick to building your list organically.
2. DON’T Ignore Unsubscribes
It’s tempting to focus on growing your list, but paying attention to who’s leaving is just as important. Make it easy for people to unsubscribe (yes, seriously!). A clean break is better than someone marking your email as spam because they couldn’t figure out how to leave.
3. DON’T Overwhelm Subscribers with Emails
Sending too many emails can overwhelm your subscribers and lead to unsubscribes or worse, spam complaints. Stick to a regular, manageable frequency that keeps people engaged but not annoyed.
4. DON’T Send Irrelevant Content
Imagine signing up for email tips on healthy living and getting an email about how to fix a car engine. Yep, that’s what irrelevant content feels like. Stick to the niche your subscribers signed up for, and give them value. A focused list is a happy list!
Keeping Your List Fresh and Growing
Maintaining email list hygiene isn’t a one-time thing—it’s an ongoing process. Keep cleaning up inactive subscribers, staying away from spam traps, and sending relevant, engaging content. Your email list will stay healthy, happy, and more responsive.
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