email list verification software

What to Delete from Your Email Marketing List

Email Marketing List

Better spam filters, savvier email recipients, and dramatic changes at some of the largest email providers make sending mass emails more and more difficult for email marketers. In the past, building big lists and sending never-ending strings of promotional emails was a typical marketing strategy. Today, email marketers are required to be better if they want to reach consumers with promotional content.


One of the most important aspects to a strong email marketing strategy is email list cleaning. List cleaning involves using an email address checker to ensure that every address on your list is valid. While there are many reasons to make sure that you are sending only to valid email addresses,here are some of the top things to look for when cleaning your lists:

1.      Duplicate emails – Sometimes people sign up for your lists more than once, and sometimes they sign up under two different email addresses. Using software to both remove identical duplicates and cross-check other information to remove second email addresses will cut down on the number of wasted emails you send.

2.      Invalid addresses – This should preferably be done on the front end of your campaign. When someone signs up for your list and provides and email address, employ a strong address checker to validate the provided email. Someone may deactivate their email account after signing up for your list, however, so monitoring addresses you already have is essential. Remove email addresses that “bounce” more than 3 times for best results.

3.      Inactive emails – Even if an email address is valid, you don’t want to send to a generic account that isn’t monitored nor to an account that doesn’t belong to the intended recipient. Good software can look for “suspicious” email accounts that look generic and can also send emails asking subscribers to confirm whether they’d like to continue receiving your emails. Anyone that ignores several of these emails can likely be removed from your lists.


Why clean your lists? Because the more invalid address you send to, the more you look like a spammer to email spam filters and the less likely you are to carry a high degree of trust when emailing consumers. Staying on top of your lists is also essential for tracking your mass email statistics, since inactive email addresses are not good for benchmarking your email practices. Take a look at your lists regularly for best results.

Better Email Marketing in 5 Easy Moves

managing email list and marketing campaigns

To make sure your email marketing campaigns are as successful as possible, it’s crucial to pay attention to the logistics of managing your email list by keeping it as clean as possible of bad addresses.  If you fail to perform proper email verification and end up with a list filled with bad domains and addresses it can negatively affect your open rates, not to mention hurting your sender reputation.  Below are 5 steps to take to keep your list hygiene in tip top shape.

1)      Run a list cleaning routine on a regular basis.  Scrub your list of any bad domains by running it against a register of known bad domains.  You should also do a check for duplicate addresses and for role addresses such as sales @ or support @, as those addresses will typically pick up your emails as spam and not deliver them.

2)      Analyze your lead acquisition process.  If you find that your lead capture programs are bringing in a large number of bad addresses, review your lead acquisition policies to see what you can do to improve this metric.  Consider using an email validation system to ensure that only valid addresses are added to your list.

3)      Check your failure reports.  An excessive amount of bouncebacks due to bad addresses can harm your sender reputation, so be sure to check your failure reports on a regular basis.  Immediately remove any addresses marked as bad, and delete “soft” bounces if an address comes back as undeliverable after several attempts.

4)      Remove unsubscribes.  Don’t wait the full 10 days you are allowed to remove unsubscribes.  If possible, remove them immediately to avoid the possibility of having an email marked as spam, thereby hurting your sender reputation.

5)      Remove or re-engage inactives.  Inactive leads can not only drag down your open rates but also run the risk of eventually becoming bad addresses or leading to spam complaints.  Too avoid this, once a contact has been marked as inactive, move it to a separate portion of your list set aside solely for inactive leads.  Then, target these leads with re-activation campaigns, by sending out an email asking that they “confirm my email address” or take other steps that show they are still interested in receiving emails from you.  Those that don’t respond after a certain number of attempts can be removed from your mailing list entirely.

A Checklist for Avoiding Mistakes in Email Marketing

Checklist for Avoiding Mistakes in Email Marketing

For a brand whose marketing messages can get in front of thousands of people, the impact of a “small” mistake can be enormous. Think about it, not only is there a chance of making a bad impression (or real brand damage), but mistakes can also have a direct influence on conversions. So as a marketer you want to reduce the number of possible (high impact) mistakes.

Yes, every marketer makes mistakes and it is easy to overlook one just before pressing the send button but a lot of these are unnecessary. So here are some points of Quality Assurance to go over before pressing send.

  • Check your list and selections

Are the right people about to be emailed? Always do a head count. Make sure the right list is selected and updated for the send. The size of the selected list should be equal to the number you expected it to be – if you have an agency doing the sends for you: include that number in the briefing.

  • Beware of technical problems and incorrect links

Check the technical part of your campaign. Make sure that your email displays well in all email clients like Gmail, Outlook as well as in mobile email clients. Also check if there are no problems with the HTML code and make sure the proper landing pages are in place, properly linked from your email. And it is very important, the full order process is up and running.

An email campaign that has faulty links or products that aren’t live yet can seriously hurt your emails bottom-line result.

  • Watch your instruments

All tracking of clicks and opens should be enabled. And do you also have tracking set up for measurement beyond the click? Without this data, managing your email campaign is like flying in the dark. Make sure all the measurement and tracking is in place so you can review your email marketing statistics after sending.

  • All elements are there

Ensure that all the necessary elements are present in your email. This should include a clear unsubscribe link and a link that allows people to update their preferences and email address. They should be able to look at the email with an online version.

But most important, explain to people how they can contact you. Especially, if they have questions, a complaint, or want to buy something! It is best to offer links, but the reply address should also be monitored for people trying to contact you. Make sure other “standard” applicable elements, like social sharing are included and working.

  • Dynamic content

To make emails more attractive and relevant to individual subscribers, often dynamic content is inserted in the email. Make sure all fields are properly filled and formatted and that all the dynamic content works well. If you don’t know anything about the items segmented or personalized (e.g. is the right account manager inserted? Is the right product image shown?), make sure you have someone at hand that does have that knowledge to look it over.

  • Sleep well and enjoy your email marketing activities

There are various things any email marketer needs to check before sending a “fault free” email campaign. A checklist can help to guide you each time you launch an email campaign.