Just like your hair, your email list required requires a good cleaning from time to time. The digital equivalent of head lice is a unsubscribing request, inactive customers, bounced emails and spam complaints. Treatment of these lice is crucial to reduce the impact of unsolicited emails, ISPs and ESPs. Using email list cleaning as a part of your email deliverability strategy will help you win the loyalty of the customers for years.
Here are a few benefits of cleaning the mailing list on a regular basis.
1) Accurate campaign statistics
You rely heavily on marketing data to make key business decisions and the data extracted from the campaign should be accurate. An email list full of inactive, incorrect and incomplete email addresses will hit your brand reputation and you might end-up taking wrong business decisions. For example, you might consider the failure of content as a reason for a non-performing marketing campaign, but in reality, the unhygienic email list is the reason for low deliverability rate. You need data you can trust to make future decisions. Therefore, never overlook list hygiene.
2) Improved Email Marketing ROI
Email generates $40 for every $1 spent and if you want to improve the return, you need to scrub the marketing list. If your list is full of bad email addresses and email bounces, you’re wasting money, which can otherwise be used for other purposes. Email scrubbing eliminates the potential investment in undeliverable emails, improves the sender’s reputation and provides excellent resources for decision making. Focus on cleaning the list to reach the target audience and enhance the ROI of the campaign.
3) Higher conversion rate
A conversion rate is a percentage of email recipients who click on a link within the email and complete the desired action. A healthy email list is more likely to click on the call-to-action. Therefore, maintaining a healthy list is crucial for your business. A conversion rate is probably the most important metrics in your arsenal to determine the extent to which you’re achieving the marketing goal. Furthermore, when the messages are being received by an audience who wants to receive messages from your end, the conversion rate is likely to increase with use of email list cleaning services.
4) Maximize the opportunities for revenue
A clean marketing list assures a better placement in the inbox, better engagement, and excellent revenue opportunities. When the messages reach the spam folder, a customer cannot possibly take the desired action. Undeliverable email messages lands in the spam folder, which reduces the chances of maximizing the opportunities for revenue.
5) Lower bounce rate
Bounce rate is the percentage of total emails that are not successfully delivered to the recipient’s inbox. Your bounce rate could be high due to any of the following reasons, including, non-existent email addresses in the email list, customers blocking your email address or technical issues. However, when marketers focus on email list cleaning, the bounce rate reduces because the non-existent email addresses are removed and the reasons for technical issues are sorted.
Scrubbing the email list is crucial to lift your email deliverability and reduce the cost of marketing. Therefore, scrub your list to protect your brand reputation.