Imagine that you are sending a carefully designed newsletter that is also optimized for mobile devices. They run an A / B test to test the effect of different subject lines and use different call-to-action buttons – but nobody opens the mail. What could be the reason? In order for your campaign to be well received by your subscribers, the quality of your email list is a crucial factor.
Ask yourself: When was the last time you upgraded your e-mail lists and removed subscribers from your mailing list?
If the majority of recipients have long ignored your emails, do you really need them? Bear in mind that it …
… It costs money to continue to provide information to such e-mail addresses
… reduces your chances that interested subscribers will receive your emails
Do you really want to continue to spend time and resources on such subscribers? Especially if the chances are low or hopeless that your e-mails will be taken note of?
I am sure you are thinking if you have a list of millions of emails then, it’s a big headache to remove inactive emails or you can say almost near to impossible. But nowadays, everything works on automation, then why not this. You can use automation tool like TheChecker for removing unwanted or inactive emails.
In this post, we’ll explain why it’s so important to regularly check your mailing list and how inactive subscribers can adversely affect the results of your email marketing. You will find the right measures here, with which you can reduce your distributor without hesitation.
Which subscribers should you remove from your mailing list?
You’ve been promoting your e-mail distribution list for some time now, and certainly subscribers who have not clicked or opened any of your e-mails in months have crept in here. For some recipients, your messages may be trashed straight away – or end up in the spam folder, which usually stays untouched anyway.
These are so-called “inactive” addresses. You are probably wondering what the causes could be. Here some examples:
- The motivation has changed. It may be that these subscribers gave you their email address only because they received a discount or free download. Although there is no interest in your messages, these subscribers are not bothered to log out. Your emails are simply deleted unopened.
- Declining interest in your business or your news. It is normal for interests and preferences to change over time. Even if you certainly helped your customers back then, you have no influence on some things: for example, a change of location, possibly to another country, a professional reorientation – or the preferences have simply changed.
- Missing segmentation in your email marketing. Your customers ‘responses will be limited if you send your emails randomly to all the addresses in your list, regardless of your subscribers’ individual preferences, needs or other ambitions. Segmentation recognizes the individuality of each address and stands for more personal support.
- Your e-mail ends up in the spam folder. In short, your messages are hidden from the subscriber. For example, this could be because you use terms such as “$$$”, “cheap”, “Save up to …”, “Toll Free”, or similar in your e-mail, or if you include spam suspicious URLs or attachments.
- Your customers have a new e-mail address. There’s not much you can do about it – except to hope that you’ve been so enthusiastic about your customers that they’re back in your mailing list.
Why is it so important to remove inactive customers from your mailing list?
There are many reasons for this – the most important ones have been put together for you here:
A large mailing list may seem like something you can be proud of. As if 5,000 students enrolled for your courses, which confirms the quality of your education. Or like a blog reaching 20,000 readers – it must be interesting! But the scope alone says little about the success.
Because here is the problem: the larger your mailing list, the more you have to pay to your service provider for newsletter shipping. Money that you invest in subscribers who do not want to (anymore) read your newsletters. Should not you invest your money in high-quality subscribers, increasing the chances of attracting potential new customers?
Ask yourself: Do you want a list of 1,000 people, each of whom will open your e-mails – or continue to send e-mails to 20,000 addresses that are likely to ignore your e-mail or filter your messages immediately redirects to the spam folder? One thing is certain: 1,000 interested and enthusiastic customers bring you more revenue than a list of 20,000 inactive subscribers.
Increase the deliverability of your emails
Many inactive subscribers can have a very negative impact on the deliverability of your emails. Because the filtering solutions of e-mail and Internet service providers are getting better and better and the more recipients your e-mails consider to be spam, the worse it is for the deliverability of your e-mails.
An organized mailing list is indispensable because it guarantees the deliverability of your emails. Remember, even if you keep your promises and you have a loyal customer base, you are not immune to changing the interests of your customers. That’s why it’s important to keep your mailing list up-to-date.
Increase the commitment
Delete the addresses that ignore your emails repeatedly and see how the interest and engagement increases: more deliveries, more clicks, and more emails open. Focus on the key contacts who are really interested in your achievements and news. Because those are the ones who pay attention to you, visit your website and ultimately buy your products, regardless of the size of your e-mail distribution list.
Clear conclusion: Put on more being than appearance! With a reduced, but really interested audience, you can achieve more than having a large list of distributors with many inactive subscribers.