Quick Info:
| Why care? | Unsubscribed contacts cost you money, clutter your list and skew your metrics |
| Cost: | Free (paid programs also available) |
| Who should do this: | All businesses that use email marketing |
| Platform: | Your email service provider (ESP) |
Let’s be real for a minute…
Have you ever paid for a gym membership you never used? (I know I’ve been there. 😅)
Getting rid of things that are costing you money but you aren’t using feels like a weight being lifted off your shoulders!
The same thing applies to paying for email contacts who’ve unsubscribed and aren’t engaging with your content.
Holding onto these inactive subscribers is like hanging on to that old gym membership…it costs you money without giving you any benefits. Plus, all those uninterested contacts are just cluttering up your list, making it harder to focus on the people who actually want to hear from you.
Cleaning out those unsubscribed contacts isn’t just about saving money (though that’s a big win!). It also helps you streamline your organization and boosts your engagement rates. So, let’s roll up our sleeves and get your email list in tip-top shape! 💪
Here’s why hitting that delete button is a total game-changer for your business:
Understand Your Audience
Before diving into keyword research, you need to really understand your target audience. Get to know your audience like a friend, so you can speak their language and meet their needs better.
When thinking about your ideal buyer, you want to be able to identify their demographics, interests, what challenges they face, and where they hang out online. You also want to try to understand their search intent: What problems are they trying to solve? What kind of information are they looking for? Keep in mind the language that your customer would use. For a detailed guide on how to echo your customer’s language, you can check out my post here.
Save Money
Let’s start with the obvious:
Most email service providers charge based on the number of subscribers you have, so paying for inactive or uninterested contacts is like throwing money away.
“Cleaning” your email list (or, removing unsubscribed, bounced or inactive subscribers) saves you money by eliminating contacts that no longer engage with your content or have unsubscribed.
By regularly cleaning your list, you ensure that you’re only paying for contacts who are genuinely interested in what you have to offer. This not only reduces unnecessary expenses but also allows you to allocate your marketing budget more effectively, focusing on engaging those who are more likely to convert into loyal customers.
Boost Engagement Rates
Unsubscribed contacts aren’t interacting with your emails, so they’re just dragging down your engagement rates. Cleaning them out gives you a better idea of how your emails are really performing and who’s actually excited about your content.
You’ll also start to see higher open and click-through rates. These metrics are important when assessing how profitable your email marketing efforts are and can make you feel good about the money you are spending on an ESP. (Have I mentioned it’s the most profitable marketing tool you can have? Oh right, I wrote a whole post about that here.)
Improve Deliverability and Avoid Spam Complaints
Keeping your email list clean is crucial for improving deliverability and avoiding issues like spam complaints and high bounce rates.
When you regularly remove unsubscribed or inactive contacts, you boost your chances of landing in the inbox and maintaining a strong sender reputation. This proactive approach ensures your emails reach their intended recipients, reducing the risk of messages getting lost in spam folders or bouncing back due to outdated addresses.
Increase Conversion Rates
When your email list is full of engaged and interested subscribers, you’re not just sending messages into the void—you’re reaching people who are primed to take action. By focusing on contacts who are genuinely interested in your content, you’re more likely to see them click, convert, and engage, leading to better outcomes and a higher return on your marketing efforts.
Step-by-Step Guide to Cleaning Your Email List
1. Identify Inactive Subscribers
Start by identifying contacts who haven’t engaged with your emails in a while. This could mean they haven’t opened or clicked on any of your emails in the past 3 to 6 months. Most email platforms have filters or tools that can help you segment these inactive subscribers.
2. Send a Re-engagement Campaign
Before removing inactive contacts, try sending a re-engagement email campaign. Craft a message that asks if they’re still interested in hearing from you, and offer an easy way to confirm their subscription. Consider offering an incentive to encourage them to stay on your list. (read about how to Incentivize Email Subscribers Without Offering A Discount here.)
3. Review Bounced Emails
Check for any email addresses that have consistently bounced back as undeliverable. There are two types of bounces: hard bounces (permanent issues like invalid email addresses) and soft bounces (temporary issues like a full inbox). Remove hard bounces immediately, and monitor soft bounces to see if they continue.
4. Remove Unsubscribed Contacts
Most email platforms automatically stop sending emails to unsubscribed contacts, but they may still be taking up space in your list. Go through and remove (delete or archive) these contacts to keep your list tidy and accurate.
5. Clean Up Duplicates
Duplicate email addresses can skew your metrics and waste resources. Use your platform’s tools to find and merge or delete duplicate entries.
6. Establish a Regular Cleaning Schedule
Make list cleaning a regular part of your email marketing routine. Depending on your email volume and list size, aim to clean your list every 3 to 6 months. This helps maintain your list’s health and keeps your email marketing efforts effective.
By following these steps, you’ll keep your email list in top shape, ensuring better engagement, improved deliverability, and more successful campaigns.
TODAY’S TASK
✅ Spend the next 10 minutes completing step 1 of the cleaning guide. Schedule when you’ll tackle the next steps. (Not sure how? Google: “How to {then put in the text from the step you want to execute} in [Your ESP])
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