Are you paying for inactive subscribers who never open your emails? Many small businesses waste hundreds, even thousands, of dollars each year on email lists bloated with disengaged contacts. Worse, these inactive subscribers can damage your email deliverability, sending your messages straight to the dreaded spam folder.
Cleaning your email list isn’t just about saving money, it’s about ensuring your emails reach the people who actually care about your business.
Why Cleaning Your Email List Matters:
1️⃣ Save Money on Your Email Marketing Tools: Most platforms like Klaviyo charge based on the number of contacts. Removing unengaged subscribers means you pay less.
2️⃣ Improve Email Deliverability: Sending emails to unresponsive subscribers tells inbox providers that your content isn’t valuable, which can hurt your reputation.
3️⃣ Boost Engagement Metrics: A leaner, more engaged list means higher open and click-through rates, making your campaigns more effective.
How to Identify Inactive Subscribers:
To clean your list, start by identifying unengaged subscribers. Here’s how:
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Segment those who haven’t opened an email in the past 180 days.
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Exclude anyone who has recently made a purchase.
Here’s an example for you to mimic:
Create your own unengaged segment
Steps to Clean Your List Effectively:
1️⃣ Send a Re-Engagement Campaign:
- Try a subject line like, “We Miss You! Is This Goodbye?”
- Offer them an incentive to stay subscribed, like a discount or exclusive content.
- If they don’t engage, move them to a suppression list.
2️⃣ Set Up a Sunset Flow:
- Automate the process to prevent list bloat in the future.
- Include 2-3 emails, starting with a friendly nudge (“We’d Hate to Lose You”) and ending with a clear message (“It’s Time to Say Goodbye”).
3️⃣ Regularly Monitor Your List:
- Schedule quarterly audits to keep your list lean and engaged.
Pro Tip: Use Engagement-Based Segmentation
Create segments like “Engaged in the Last 90 Days” to ensure your campaigns reach the right audience. Not only does this improve engagement, but it also boosts ROI.
Cleaning your list is the first step to maximising ROI and ensuring your emails are actually seen. Need help setting up a sunset flow or segmenting your audience? Book a free strategy call today to get started!