ListWise

Email Marketing List

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.

LIST CLEANING

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.

THE TAKEAWAY

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.

How to Remove Spamtraps From Your Email Marketing List

How to Remove Spamtraps From Email Marketing List

If you are rigorous in your acquisition policies by using double opt-in procedures your email marketing lists should be relatively free of spamtraps – those emails that can get your email service provider (ESP) placed on the blacklist and your company banned for sending spam emails.  However, if you don’t have a policy to clean bad/inactive emails from your lists, over time valid email addresses initially added to your list can become spamtraps even if the contacts initially opted-in to the list.  Some suggestions for removing these emails follow.

Proper List Acquisition Procedures

In the first place, make sure you don’t add emails to your list that have bad domains or haven’t gone through the double opt-in procedure.  Also, be cautious when purchasing lists unless you know exactly how the leads on the list were acquired.  Utilize email hygiene software when possible to help with the process of verifying your list and scrubbing it of bad addresses.

List segmentation

To remove those spamtraps that have made it through your lead acquisition process, first segment your list by activity.  For instance, note the leads which have opted-in or clicked on a link recently, say in the past month or so, and put them in one segment.  Then make another segment of those leads on your list that have been active in the past 3 to 6 months or so.  Once you get past a certain threshold, usually anywhere from 3 to 9 months, make another list and categorize the contacts on the list as inactive. 

The inactive and less active leads can then be targeted by a re-engagement campaign, with the inactives who fail to respond being removed from your list.  Performing this type of list cleaning routine will remove any spamtraps you might have acquired along the way, without the necessity of positively identifying them as spamtraps.

Spamtrap Testing

You can also split your list into portions, say ½ or 1/3, and then send emails to each list separately and check your bounce rates and blacklist results to see in which portion of your list the spamtrap fell, and then focus your cleaning efforts on the contacts on that portion of the list.  If a positive result is achieved in more than one portion you can split those portions in turn and perform the same procedure again until your list is clean.  Email list scrubbing services can be helpful in this process by searching pre-existing lists of bad email addresses as well as checking for domain misspellings and other such errors.