Alert Solutions Blog

Why Inactive Subscribers Hurt Your Email Deliverability Rates

Posted by Nina Russo on Tue, Oct 23, 2012 @ 14:10 PM

Email marketing can be a powerful marketing tool. But email has its limits in its current state. Abuses like spam, phishing attempts and other security challenges have made it more difficult for legitimate senders to deliver relevant messages to their targeted audiences.

An ongoing battle for email marketers to avoid being classed as spam, successful email deliverability depends on a combination of best practices. Open and click-through rates can be dramatically affected by as much as 30% due to incorrect spam filter classification.  

Did you know that inactive email subscribers can hurt your email deliverability rates, even if they legitimately opted-in to receive email marketing campaigns at one point in time? It’s true.Email Deliverability Affected by Inactive Subscribers

Old email addresses from popular free email providers like Yahoo, Google and Hotmail are turned into spam traps if they become inactive or abandoned. Email service providers then use these traps to help identify senders that are not following best practices – making a huge impact on your ability to send email marketing campaigns to email addresses with that domain.

Inactive subscribers are most likely to mark your email as junk and should be removed from your list. It will reduce the size of your opt-in list, but you have to think of your long term goals.

The only way real way to be sure that these emails are gone is to remove every old and inactive subscriber there is. This includes anyone who hasn't opened, or clicked on an email in over 18 months. To be even more careful, you may even consider reducing your list to users who only registered in the past 6 months.

According to direct marketing statistics, the marketing list contributes approximately 50 percent to the success of an email marketing campaign. 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. The result will be better ROI, more opens, more clicks, and more sales!

For more email deliverability tips and tricks, download Alert Solutions’ Email Deliverability Best Practice Kit today!

Topics: email deliverability, list segmentation, email marketing, email marketing best practices

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