![]() Reviewing your lists and making sure you aren’t suffering from email list fatigue will help ensure that your emails are reaching active subscribers who genuinely want to receive your campaigns. A poor list can tarnish your overall sender reputation and deliverability rates. If your emails don’t perform the way you wish they did, or if you notice they don’t make it to the intended inboxes, then something isn’t working within your email marketing strategy.Įmail list hygiene matters because a poor list can result in some severe repercussions. If your engagement numbers are low, you want to consider why. It could have been due to incorrectly entering an address, or it could be something more severe, such as a poor sender score.Įngagement rate: The engagement rate of an email is the combined numbers of those who engage with the email and those who don’t. For instance, US benchmarks differ from the Australia benchmarks.Īnything lower means you’ll need to reevaluate not only your email list but your email marketing strategy as a whole.īounce rate: The bounce rate is the rate at which your emails are returned as undeliverable due to any number of errors. However, averages change depending on industry as well as region. Ideally, brands should shoot for an open rate between 15% and 25%. Open rate: The open rate is the overall rate at which your subscribers open your emails. ![]() Measuring the quality of your email list can be done by carefully monitoring a handful of key performance indicators: While removing inactive or bounced email addresses from your list is absolutely vital, if you still see low engagement, you may also want to consider revamping your content to make sure it’s both interesting and relevant to your readers. However, if you maintain list hygiene and still see poor engagement, it could be a result of repetitive messaging or sending content subscribers no longer find relevant. If you’ve noticed an increase in bounced emails or a lower open rate, then your email list may be suffering from email list fatigue, which can be the result of a low-quality email list. In years past, the ultimate goal of email marketing was to have the most massive list possible but now marketers know the value of email marketing is in having the best quality list for your brand.Ħ6% of marketers included in a recent survey said that they want to work on increasing their email list quality. Even once your list has been segmented into different groups, you should still review your metrics regularly to remove any bounced email addresses and unengaged subscribers. What is email list hygiene?Įmail list hygiene is vital to keep your email marketing list viable. Having a list full of active subscribers ensures they’re not only engaged in your material but they want to continue receiving the information you have to offer.īut what happens if you notice a contact that consistently doesn’t open your messages? Or an address that results in a bounce?Īs much as you may not like the idea, frequently unopened or bounced email addresses are a sign you probably need to remove someone from your email list.Įmail list hygiene is vital for several reasons, so before we discuss how to remove someone from your email list, let’s look at why you need to be familiar with the concept. ![]() Building a massive yet useful email list is an essential part of email marketing.
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