It’s Time To Look Beyond Open-Rates January 26, 2022, | Posted by Kia Zalewski

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Email scrubbing, which is removing unengaged subscribers from your email list so that you can market only to people who want to receive your emails, is an essential component of your overall marketing strategy, allowing you to target your outreach and amplify your deliverability. Email scrubbing, or an email list cleanup, should be done a minimum of a couple of times a year. Once per quarter is a good tactic, so that you can ensure that your email list is always working at its optimal ability.

Email scrubbing will ensure that you get rid of those email accounts that have been deactivated, deleted, are permanently full, or result in constant email bounces. It will also eliminate unresponsive contacts, thereby improving your deliverability rate and increasing open rates. Email scrubbing also helps cut down the number of your messages flagged as spam, bettering your sender reputation and increasing the amount of emails that actually reach your list’s inboxes.

It’s always good to keep an eye on your open and click-through-rates when logging into your email marketing app. If there’s a consistent decline in these, then you should start planning for an email scrub. The first step when scrubbing it is to separate your active and inactives users. Most email marketing softwares can automatically separate these lists, so all you have to do is mark your categories and separate your inactive subscribers. Once your list of inactives is finalized, you should send a special re-engagement email to try and win back your subscribers. If subscribers respond positively to your re-engagement email. You can move them back to the active list. Any that did not respond should be moved from your active list, but you don’t have to delete them, just put them into a separate folder to keep for later. It’s important to remember that even when you’re saying goodbye to inactive subscribers, it doesn’t have to be final. You can implement another re-engagement campaign and include those subscribers you’ve saved for later.

Ready to ensure your email lists are performing optimally? Contact Site Impact to hear how we can help.