According to Marketing Sherpa, the average email marketing list depreciates by about 25% every year. By managing lists correctly, you’ll have more success in your email marketing efforts and have maximized your time and investments.
This includes regularly scrubbing your email marketing list. List scrubbing decreases the likelihood of trying to send to unsubscribes, increases content relevancy and improves overall email deliverability and sender reputation.
We know maintaining marketing lists can sometimes be difficult and time-consuming task. To help you get started, we’ve compiled a list of the top 5 email addresses you should remove from your email marketing list ASAP.
1. Duplicate and Invalid Email Addresses
Every email address should be checked to confirm that it is a real, working email address. Also, it is best to ensure you remove duplicate email addresses before sending any email marketing campaign. To help, some email marketing platforms, like Alert Solutions' WebLaunch™ solution, will automatically remove duplicate email addresses before launching any campaign.
If someone unsubscribes, they must come off your email list. According to CAN SPAM compliance, companies have up to 10 business days to remove unsubscribed contacts from your list. To avoid any negative affects to your email deliverability or sender reputation, remove them immediately.
Anyone who is on your email marketing list because of list buying, list scraping, or any other “illegal” email address collection method should be removed. Scrubbing these email addresses of your marketing list will help improve your sender reputation, email deliverability, open and click through rates.
To learn more about how to build your email marketing list organically, click here.4. Hard Bounces
There are two types of bounces to consider when scrubbing your marketing list: hard bounces and soft bounces. A hard bounce is an email message that has been returned to the sender and is permanently undeliverable. Hard bounces should be removed from your marketing lists immediately as they can negatively affect email deliverability.
A soft bounce is an email message that gets as far as the recipient's mail server (it recognizes the address) but is bounced back undelivered before it gets to the intended recipient. Soft bounces do not have to be removed immediately, but should be monitored. If these email addresses continue to bounce, they should be removed from your marketing list as the address is most likely inactive.
5. Disengaged Email Recipients
If someone has stopped opening or clicking through your email marketing campaigns, they shouldn't be scrubbed from your list immediately. Try to reengage them one last time before deeming their information no longer valid.
If after your re-engagement attempts some recipients still do not respond, it's to your benefit to proactively remove them from your list before they cause damage to your sender reputation.