Mastering the Art of Email List Maintenance

In 2023, I more than doubled my email open rates and click rates with a straightforward yet often neglected strategy—I cleaned my email list!

If your email list has low open rates, poor click rates, and high bounce rates, it’s time for some action. Cleaning your list will allow you to reach a more engaged audience, which means more leads.

Let’s jump right in.

Cleaning your email list is crucial but often underrated in successful email marketing. Here are five strong reasons to prioritize it:

Remember, not all your subscribers are alike. Some eagerly await your emails, while others have lost interest or their email accounts are no longer active. Here are some signs your email list might need a cleaning:

Here’s how to clean your email list step-by-step:

Start by identifying subscribers who haven’t opened or clicked your emails in the last 90 days. These are your inactive subscribers and are prime candidates for removal.

Check your email software for details. In ConvertKit, these are called “Cold Subscribers.” I had 225 of these before I sent my email.

Segment these cold subscribers and add them to a re-engagement campaign. This campaign will send a series of emails asking them to opt back in. Use engaging subject lines, personalized content, and special offers if you can.

Create a three-email sequence:

Email 1: Checking In and Offering a Choice
Reach out to less active subscribers, acknowledge their reduced engagement, reaffirm your commitment, and give them the option to continue receiving emails by clicking a link.

Email 2: Reminding Them of Your Value
Remind subscribers of your value and how your content helps solve their problems. Offer a sneak peek at upcoming content to regain their interest.

Email 3: Saying Goodbye
If they haven’t re-engaged by now, it’s time to remove them from your list.

Monitor the results of your re-engagement campaign. You’d be surprised at how many will rejoin the list. It’s a win-win situation—either they re-engage, or you improve your email metrics by removing them.

Cleaning your email list might seem daunting, but it’s essential for boosting engagement, increasing open rates, and saving money. It’s all about maintaining a quality list that values your content.

So, don’t wait. Start cleaning your list now and enjoy the significant benefits for your email marketing campaigns. Remember, quality always beats quantity.