Email List Hygiene 101

Welcome to Email List Hygiene 101, where we’ll unveil the secrets to keeping your contacts engaged and ensuring your campaigns land in the inbox instead of the spam folder.

Let's get started. I don't think there is anything in this list you should NOT be doing on a regular basis. Set a reminder for yourself if you cannot automate these adjustments.

Identify and Remove Inactive Subscribers

One of the first steps in effective email list hygiene is identifying and removing inactive subscribers. These are individuals who haven't opened your emails in the last six months or more. Keeping them on your list can lower your engagement rates and hurt your sender reputation.

To combat this, consider implementing a re-engagement campaign. Send targeted emails to inactive subscribers, urging them to stay on your list. If they still don’t engage, it’s best to remove them. This helps to keep your list fresh and focused on engaged individuals who are more likely to convert.

Delete Bounced Subscribers

You do not want to be sending - or paying for - subscribers that you cannot actually even email. Make a list of all hard bounced emails and delete them from your system. I do this weekly but set your own cadence based on volume.

Unsubscribe Complainers

Some email platforms will allow you to see who complained or marked you as spam. You want to make sure you are not sending emails to this group.

Use Double Opt-in for New Subscribers

When building your email list, using a double opt-in process can significantly improve your email hygiene. There are a couple ways to do this:

1. On the confirmation page, add a button to have them re-confirm.

2. Send them an email where they have to click to confirm subscribing.

This step minimizes the risk of false sign-ups and potential spam traps.

Segment Your Email List

Divide your email list into specific groups based on criteria such as demographics, purchase history, or engagement levels, so you can tailor your messaging for each segment. This allows you to ensure that your emails are relevant and desired, making your audience feel valued.

Regularly Update Your List

Keep your email list up-to-date by regularly checking for outdated information. Email addresses can change or become inactive for various reasons, so a maintenance routine can help you stay ahead.

Make it a habit to periodically review your list and make necessary adjustments. Utilize email validation tools to catch any invalid addresses, ensuring that your list remains robust and effective.

Take a look at this post for tips on reducing Unsubscribe Rate ->