Why Purging Your Subscribers Is Healthy

For years, you’ve been working to build your emails subscriber list, but now, having all the subscribers in the world isn’t necessarily a good thing.

Engagement or Lack Thereof

You might have noticed that your email opens and click through rates have started to drop over time and you’re seeing a steady stream of unsubscribes. This low number of engagements can occur due to many factors such as:

  • Email address no longer in use
  • A user did not intentionally subscribe to the email list
  • Contact is no longer in the buyer’s journey
  • Email address has been taken over by spam bots

It is recommended by MailChimp to purge your list often to remove un-engaged and unprofitable contacts.

Getting Flagged As Spam

This should go without saying, but you should be asking permission from users before opting them into a subscription list. Failure to do so can result in subscribers marking your emails as spam. This information is reported to their internet company and tracked. If you are marked as spam enough times, you can be blacklisted from sending any emails at all.

Another reason you might get marked as spam by a user is because your unsubscribe buttons were not clearly identifiable in your email. If someone no longer would like to receive your communications, you should make the exit process easy and clearly defined.

Keeping your email subscriber list updated will also allow you to avoid getting blocked by your newsletter software for looking like you bought a list of emails to send marketing blasts to without permission.

Phony Signups

Subscription sign ups that do not have a two part opt-in process with a confirmation email or a reCAPTCHA checkbox enabled on their site have a higher probability of receiving phony signups.

Contacting email addresses that have been taken over by spammers can flag your account and freeze your ability to have future campaigns. MailChimp has written an excellent article on finding and removing spam email signups on your subscription list.

You Might Still Be Wondering

“But shouldn’t I be trying to reach as many people as possible?”

Reaching people that are not in your target market or are uninterested in your services at this time does not create the reputation you wish to develop. You want to create a brand relationship with your subscribers that is welcomed and positively regarded, all while getting you the results that you deserve.

If you are still uncertain about eliminating some of your contacts, you can always create a backup copy of your original list before starting your cleaning frenzie.

Who Should I Remove?

Choosing who to remove can be a tough process if you haven’t set up standards for keeping and removing. Here are a few ideas we have to help you get your purge started.

  • Remove the contacts that haven’t engaged with your campaigns in over a year.
  • Review the level of engagement your other contacts are exhibiting.
  • Evaluate whether or not they fit your target market and are subscribed to the appropriate campaigns.
  • Send an email to those who are not the right fit for your target market and invite them to update their subscription options.

The positives of purging your Newsletter List:

  • Save money – MailChimp charges by the amount of contacts you have in your list.
  • Increase your click through and open-rates
  • Lessen abuse and unsubscribe rates
  • Increase the likelihood of reaching your target audience

Now that you know how to keep your email list accurate and clean, send those email blasts to all your happy subscribers! They signed up to hear from you afterall.

For more information about how to retain active email subscribers, contact Art Unlimited.