The Importance of Email List Cleaning

by Paiton McDuffie | Aug 17, 2021

Have you noticed your marketing email engagement rates decreasing? Are your deliverability rates dropping with each send? Have you seen your unsubscribe rates steadily increasing? It might be time to clean your email contact lists.

What is email list cleaning?

Email list cleaning is the process of maintaining your email lists so that they are purged of all unresponsive contacts. List cleaning also includes ensuring that each contact’s email preferences are updated and being utilized with each send. These processes verify that the right messages are being delivered to the right audience and in turn will maximize the engagement of your most valuable contacts.

How does email list cleaning help?

By ensuring that the contacts receiving your emails are the most engaged and the messages they’re receiving are what they’re interested in, you’re helping to build meaningful relationships between your audience members and your business. Staying top of mind with frequency is crucial for your prospects and the more relevant the messages, information, and resources they receive throughout their lifecycle, the more likely they are to convert. And isn’t that what we all want from our email marketing efforts?

What are the risks of NOT cleaning your email list?

Many CRM and email marketing platforms charge subscribers based on the number of contact records in their database. By cleaning your lists and preserving only the contacts who are actively engaged with your messages, you can cut down on costs associated with your email marketing software. More importantly, your sender reputation can be negatively impacted if unsubscribes, spam complaints, or bounce rates are high. In the long run, a poor sender reputation can cost you the ability to send emails to your database, including your most valuable prospects.

List cleaning and maintenance should be a standard part of your email marketing process to maximize your audience’s engagement and ensure your messages are targeting the right prospects.

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 by Paiton McDuffie

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