If you’re scrubbing the emails that no longer engage with your campaigns, your list will have higher open rates and subsequently higher click-through rates.Įven if they’re the same people who were opening your emails before the scrub, they’ll be a larger percentage of the whole.Ĭleaning your email lists will improve the dollar per email metric because you’re sending high-quality emails to high-quality subscribers. Scrubbing your list will reduce the number of spam complaints and will increase your sender reputation. The ESPs will do that for all your emails, not just the subscribers who originally filed the complaint. If Email Service Providers (ESPs) receive too many spam complaints from a particular domain, they’ll start to send those emails directly to spam folders, or they’ll blacklist the domain altogether. Some subscribers mark emails as spam for a variety of reasons-for instance, they may not even remember signing up. Spam complaints happen, whether you’re actually spamming or not. Here are some of the benefits to email scrubbing: Benefits of Email ScrubbingĪs you can imagine, if you’re looking for the warning signs to begin an email scrub, the warning metrics will improve-but that’s not all. To recap, if you’re noticing declining numbers in open and click-through rates and/or rising numbers in unsubscribes or spam complaints, it’s time to scrub your lists. ![]() If you notice that more subscribers than usual are unsubscribing/reporting your emails as spam, you should scrub your list immediately. Next, we advise digging into your deep statistics and individual campaigns to look at unsubscribe and spam complaint rates. If you do notice those patterns, it’s time to scrub your email lists. Take a look at them and look for declining patterns, something that might look something like this: The first sign should be in your usual email marketing metrics (open rates, click-through rate, bounces). If you’re supposed to scrub your email lists a few times per year, when do you know when it’s time to do so? We recommend you scrub your lists at least a few times per year. Keeping your lists hygienic (by scrubbing them-get it?) should be an integral part of your email marketing. A classic “less is more” scenario!īy removing unengaged subscribers, you’re marketing to only those who interact with your campaigns. While scrubbing will reduce the size of your list, it will also improve the list’s overall success. Simplified, scrubbing your email list means to remove people who are never going to see, interact, or open your emails. That’s why you need to improve your email hygiene and do some email scrubbing. So, something needs to be done to make sure your sending emails to people who actually want to receive them. In fact, your email lists will decline by around 22 percent per year. That means your call-to-actions aren’t being clicked and you’re wasting your time, effort, and dollars on people who are no longer interested in your email/business. If you’ve never scrubbed your email list, you’re likely sending emails to people who will never open them.
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