Email address hygiene is the practice of removing and cleaning up inactive or non-engaged subscribers from your email marketing list. This can help to ensure that your emails go to working addresses that belong to active, engaged subscribers so that they don’t bounce and have higher email open rates and click-throughs.
Practicing good email hygiene is crucial to the success of your email address hygiene marketing campaigns, as it can prevent you from losing valuable subscribers and increasing deliverability. It also helps to protect your sender reputation from spam complaints and unsubscribes, which can impact your sender ranking in the eyes of ESPs.
Why Do I Need to Clean My Email List?
In a world where ESPs are calculating opens, clicks, unsubscribes, inactivity and more into their algorithms to determine whether or not a marketing email should land in the inbox, the health of your email list is just as important as the content you’re sending. That’s why it’s essential to scrub your list and clean up inactive subscribers before sending any emails.
What Are the Best Practices for Performing Email Hygiene?
There are many ways to practice email list hygiene, but the key is to focus on improving your email sender reputation. The best way to do this is to make sure that all of your emails are sent from a legitimate domain and that the content you’re sending is relevant and high-quality.
The process of email hygiene involves scrubbing your list to remove any invalid or inactive email addresses that haven’t been engaged with your messages for over 120 days. These subscribers are not worth the effort to reengage, as they are likely to bounce and negatively impact your deliverability.
How Often Should I Scrub My List?
Ideally, you should scrub your list on a monthly basis. However, you should only do this if you can commit to the task and have a plan in place for how and when to perform the process. If you’re not sure how to do this, our team at tye can give you a free data quality check so that you can be on the right track.
Four Email Hygiene Best Practices You Should Follow
It’s always a good idea to check the deliverability of your emails and the quality of your sender reputation before you begin sending any campaigns. This will give you a good idea of where your emails are getting marked down and help to improve the deliverability of future campaigns.
If you notice a large percentage of your subscribers opting out after they receive your welcome message or first few regular emails, this is a sign that your content isn’t providing the value they expected from you. This is especially true if you’re sending a new product or service to a segment of your subscribers.
In order to avoid this problem, you should make it easy for your subscribers to unsubscribe from your emails. You can do this by including an easy-to-find and easy-to-use unsubscribe link at the bottom of your emails.