By Chris Sturk • 06/13/2012
Have you been paying attention to the response received from your email communications?
A clean email list can bring benefits to publishers. It helps stay efficient, presents them with the clearest statistics, and allows them to save on operating costs. Have you purged your list recently? If not, take a look at a few of the reasons why email marketers and digital publishers purge their lists from time to time.
Improve email reputation: Sending email to inactive or dead email addresses can result in bounces and undeliverable email. A significant amount of this can result in a negative email reputation. Furthermore, improving your email reputation requires you to pay close attention when users mark your emails as spam or make a complaint against you. The email recipients who complain or mark your content as spam should also be removed from your list, as they are clearly not valuable audience members.
Advertiser support: The cleaner the list, the better opportunities you have to have advertisers or sponsors aligned with your campaigns. Email advertisers like to see a dedicated community, especially one that has a high open rate that’s receptive to aligned products. The last time we purged our list, our open rate went from 10% to 17%, a response that isn’t unusual.
Save money: Many email service providers charge based on the volume of email you send. Cleaning your list can save you some money, as you won’t be sending as much email to unresponsive email recipients.
Do you have any specific reasons why you purge your email file? Please share your insight in the comments below.
Posted in Email Analytics