Improved Deliverability: Fewer inactive subscribers mean better engagement rates, which ESPs interpret positively.
Cost Efficiency: Many email marketing platforms charge based on the number of subscribers. Removing inactive ones can reduce costs.
Enhanced Analytics: A cleaner email list provides more accurate data, allowing for better decision-making and campaign adjustments.
How to Identify Inactive Subscribers?
Most email marketing platforms offer tools to help you identify inactive subscribers. Typically, these are subscribers who haven't opened or clicked on any of your emails in a set period, such as 3 to 6 months. Use these tools to segment your list and target inactive subscribers for re-engagement campaigns.
What Is a Re-Engagement Campaign?
Before removing inactive subscribers, it's often beneficial to run a
re-engagement campaign. This involves sending a series of targeted emails aimed at re-capturing the interest of inactive subscribers. If they still do not engage, it's a strong indicator that they should be removed from your list.
How Often Should You Clean Your Email List?
The frequency of cleaning your email list can vary based on your business and email sending volume. However, a general rule of thumb is to review and clean your list at least every 6 months. Regular maintenance ensures that your list remains engaged and healthy.
Decreased Engagement: Lower open and click-through rates can harm your campaign's effectiveness.
Spam Complaints: Inactive subscribers are more likely to mark your emails as spam, which can damage your sender reputation.
Increased Costs: Paying for subscribers who do not engage with your content is not cost-effective.