If it’s been less than six months, there’s nothing wrong with moving unresponsive contacts into a list for future re-engagement attempts-but these contacts certainly shouldn’t be on your active list for regular mailings. If the contact hasn’t responded in over a year, their email address may even have been recycled into a spam trap. There’s a high likelihood that these contacts don’t want to receive your emails and simply haven’t gotten around to unsubscribing. But as a best practice, contacts that have not engaged with your emails in 3-6 months should be removed. Inactive subscribers: Your definition of “inactive” will depend on your business and how often you send emails. This in turn makes it less likely that you’ll receive positive engagement, and can ultimately tank your email program. When senders neglect regular list cleanups, issues can arise that make it harder for emails to reach subscribers. There are many different factors that contribute to a clean email list. Who wouldn’t want that? What factors influence email list hygiene? List hygiene is the process of validating your data to ensure you have a clean list of contacts to send campaigns to.Īside from avoiding spam complaints, the benefits of maintaining good list hygiene include improved email deliverability, a better sender reputation, and higher revenue from the email channel. Or worse, if you’ve been blocklisted with mailbox providers (MBPs) and internet service providers (ISPs). But even the most well-oiled digital marketing machine won’t lead you to success if your contact list is full of duds. The world of email marketing is ever-changing.
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