It has now become clear that the power shift between the consumer and the marketer has begun, with power rapidly passing into the hands of the consumer. Consumers now have more options, more resources, and demand personalization than ever before. Email is no exception.
If you’re sending emails to an outdated or purchased mailing list, it’s a serious waste of time and money. It’s becoming crucial now more than ever for marketers to make sure their lists are clean and up to date.
Why your list must be clean
Email security services, Internet service providers, and spam monitors lead the way in what constitutes a proper email campaign. Spam complaints, undeliverable messages, and unsubscribes should be controlled below these thresholds to avoid unnecessary attention. Sending emails to an unqualified list generally 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 manage established thresholds for undeliverable messages, unsubscribes, and spam complaints. If your email list is outdated or unmanaged, chances are there are a lot of all three. In these cases, your email platform could suspend your account. List cleaning is a good way to maintain a reliable shipping reputation and deliverability rates.
Email platforms help monitor the health of lists throughout the life of an email campaign. They take into consideration and measure data on bounce rate, deliverability, and unsubscribe rates to give you a read on your list. However, they do not have the ability to perform advanced cleaning on their lists.
How do you keep your list clean?
There are several options to keep your email lists clean. One option is to be strategic about potential customers. Lead scoring and qualification solutions automatically check and assess each lead and its compatibility with your business and then assign them to a list accordingly. Another option is to let recipients decide if they want to receive emails. Asking for and getting your permission first ensures that your list is full of recipients interested in receiving your content.
When you decide to launch your next email campaign, be sure to take the time to make sure your email list is spotless. It will guarantee more responses, increase engagement, and help improve your reputation with ISPs.