It’s one of the less glamorous marketing tasks – cleaning your email list.
All the same, this is something you should be constantly keeping on top of, and it’s an absolute must-do ahead of big events like Black Friday where your email comms increase ten-fold.
In this blog, I’ll tell you exactly why keeping a clean list matters if you want to maximise your marketing spend and see results.
Black Friday is Close! Did You Clean Your List Yet?
Consider this article your official reminder to get that list up to date and squeaky clean!
I know, it’s not the most exciting task you’ll complete today but believe me when I say, cleaning your list can make a huge difference to your sales.
Why bother cleaning up your marketing list, you ask? Let me explain!
It Saves You $$$ on Email Sends
Each email sent to an inactive or disinterested subscriber is money that could be going straight to your holiday latte fund! Cleaning your list means only the most engaged, ready-to-shop folks get the goods, saving you money and boosting ROI.
Clean Lists Mean Improved Deliverability
Email providers see a clean, engaged list and think “Wow, this brand knows its stuff alright!” making your emails more likely to land in that prime inbox real estate instead of the spam folder.
Better Open Rates = Better Sales
Stands to reason, this one. By focusing on people who actually want to hear from you, you’re more likely to see those magical open rates soar. Higher open rates mean more eyes fall on your BFCM offers, and more eyes = more potential sales! Can I get a woop woop?!
So take a sec and ask yourself: Has this list been collecting dust since my last major sales event, perhaps even as long ago as my last BFCM?
If you answered yes, then it’s high time that list had a good old scrub-a-dub!
“But how, Jess?” I hear you cry! Look, it’s super easy to do – just follow these three simple steps:
Remove Invalid or Hard-Bouncing Emails
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Identify emails that have consistently hard-bounced due to an invalid or non-existent address, and remove them from your list. Most email service providers offer you bounce data that you can review – Klaviyo included.
Identify and Remove Inactive Subscribers
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Segment out subscribers who haven’t opened or clicked any emails over the last 6 months and remove them from your main list to improve your engagement rate. You might want to run a re-engagement campaign to try and win them back (although this is a job for post-BFCM), and if they remain unresponsive, remove them altogether – or, if they bite, add them back to the main list.
Correct Obvious Typos and Errors
It’s time to save some $$$ and save the red face from constant undeliverables while increasing your chances of a sale.
This task won’t take long to do, I promise. And if you’re concerned about that, hand the scrubbing brush my way – I’d be happy to get the rubber gloves on and make sure your list is looking tip top!