email marketing strategy

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.

Why You Should Love Your Email List Unsubscribes

how to Improve email Campaigns

Year Round Spring Cleaning

The truth of the matter is that, however it is done, you need to clean up bad emails to keep your list clean of inaccurate addresses, inactive accounts, and other unproductive contacts.  Emails such as these can harm your efforts by increasing your bounceback rates, lowering your open rates, and posing the threat of spam complaints.  If your metrics in this regard are bad enough, it can hurt your reputation with email service providers and can even result in getting you blacklisted.

By choosing to unsubscribe, contacts that might otherwise cause some of the problems listed above are no longer in a position to do so.  At the same time, you should be proactive when it comes to removing inactives from your list.  Make sure to track engagement levels and send out re-activation emails to inactives on your list periodically.  Those who don’t respond can be removed from your list.

Unsubscribes Provide Valuable Feedback

By voting with their feet, so to speak, unsubscribes provide you with the ability to gauge how your email marketing strategy is working.  Are you sending too many emails?  Are your emails too “hard sell?”  Have you enabled email address validation?  If you experience a high level of unsubscribes after a campaign it may be a sign that you need to go back to the drawing board and recalibrate your approach.

Use Unsubscribe Data to Improve Your Campaigns

After digging down into the data, you can use the information provided by unsubscribes to revamp your email marketing approach.  Typically, unsubscribes come from excessive email frequency, data that is not relevant or personalized enough, and from prospects that aren’t interested in your products or whose address wasn’t checked by an email verification tool.  Use an unsubscribe questionnaire to gather this data and find exactly which factors were responsible for a contact unsubscribing.  You can also offer contacts a chance to change their email preferences by allowing them to receive less frequent or more targeted emails if they prefer.

If you track the purchasing habits of your unsubscribes, you will typically find that these are not your most active buyers, so losing them generally shouldn’t impede and may even improve your email marketing efforts by allowing you to focus on those consumers who are most likely to respond positively to your campaigns. 

Name Field? The Pros & Cons

how to improve quality content?

When it comes to opt-in forms for your online content, there is always the debate of adding a name filed will be beneficial or not. For one, it helps you get more personal information about the reader who is opting in but on the other hand, you may offend people who don’t want you to have that kind of information or would just prefer to be anonymous and still receive your content. There are no real answers to these questions, but it is good to highlight the pros and cons of both sides of the argument in order that you can make the most informed decision:


As with most things, it’s good to start with the bad news first and the general initial consensus for adding in more fields to an opt-in form will actually reduce the number of opt-ins. Another thing to note is that you are also running the chance of people inputting incorrect or false names which means you don’t really get accurate information. Imagine this information automatically going into your list and sending out emails to Random Guy or Alice Wonderland? If you want to grow your list fast deleting the name field will be most helpful and what’s more – you can always ask for their names later once you build a better relationship with them thanks to the quality and value of your content itself.


The first and most obvious reason to include the name field in your opt in forms is to be able to have better personalization with your future content. It means you can segment your lists further by either first or last name enabling you to send out far more personal emails than before. Research around the world goes to prove this fact and let us know that engagement increases automatically when your communication is far more personal. Opening your emails with Hi there Mr Jones or Hello Terry just makes things all warmer for you. Think of it in terms of a real human interaction – aren’t we nicer to people who we know?

The thing to note is that you need to decide what works best for you. There are valid arguments on both sides but your own experience as a marketer should enable you to go through your own history with opt in forms as well before you decide how to proceed on this matter. On one hand you can get more opt-ins on the other hand; you can improve the quality of your content.

Effective Emails Marketers AREN’T Sending

Effective Emails Marketers

If anything, 2020 is probably the best time for a small or medium business to really shift gears and understand how best to use the tools available to them in order to take their brands to newer heights. As always, the customer should always be your primary focus, the point to understand how to best train your employees, restructure your product and use the right technology collectively to ensure that your customer’s experience with your brand is that much better in the upcoming New Year.

While your various departments are probably well into putting their 2020 plans together for you, it may be good to create a single page document that ensures that everyone is literally on the same page and your plans have a far more integrated approach than before. You need to be able to define your corporate vision in a manner that will ensure this will happen so that all areas of your business know where to focus. Here are a few areas that your single page vision should ideally include:


you need to clearly define what you are trying to reach at the end of your plan so that your teams can work backwards to ensure that these objectives are met.


what is your corporate and business culture? How would you like this culture and atmosphere translated into the way you do business with all your external stakeholders? There is no point in claiming a culture that others outside your organization don’t see.


what is your overall corporate mission? Not just in terms of the upcoming year of your planning cycle but in larger terms. Defining this will allow a lot of departments’ plans to fall into place from a far more strategic and visionary perspective.


the evolving consumer needs further definition in 2020 so ensure you clearly and expansively define your markets, segmenting them as far as possible to ensure that the correct strategies and tactics can be applied based on the various types of people you want doing business with you. Define your current customers and your potential ones because retention is as important as new acquisitions and budgets need to be allocated for both groups accordingly.


Irrespective of the various promotions and campaigns you plan to be implementing throughout the year, it is essential that each of these carry the same message or perspective. This enables your audiences to know who you are where you coming from at all times. Ensure that each of your activities is designed in such a manner that this message is continuously enforced throughout the year.