Don’t Wait Until Spring for Email Cleanup: Two Must-Dos for Marketers

Here’s the real truth: Every day, if you don’t clear your email marketing data, it’s another day of damage that can tarnish your email sender’s reputation.

The reputation of the email sender depends on adherence to best practices. Do you only send e-mails to people if they allow your e-mail? Are you deleting invalid data, such as undeliverable addresses? Do you reach addresses that show no commitment within a reasonable period of time?

Email and data are inextricably linked, and if you plan to start on the right side in 2021, your email marketing data must be intact. Why? As the competition for attention in your inbox is stronger than ever, the number of emails has reached record highs and you cannot afford to suffer the consequences of a bad sender reputation. After all, you don’t want to end up on a blacklist and no email address reaches your recipients.

So, here are the two most important things to keep in mind before escaping winter stagnation, because if you don’t, you will overtake your competitors.

  1. Delete your invalid addresses

Do you notice that many emails return? These are hops. It can be a strong rejection (permanent, no correspondence will be sent) or a moderate rejection (try again if you are lucky, punk!).

Refusals are made for reasons beyond your control.

To get an idea of   why your email is being returned, check the error codes reported by your email service provider (ESP) details or use Google Postmaster Tools. But if many of your emails are rejected, there is probably a data problem.

Run your addresses using a list validator (for example, BriteVerify) to identify invalid addresses. This will not prevent emails from failing, but it is a great place to restore and protect the email sender’s reputation.

2.  Sunset your low-activity subscribers

You can post. Good. But when did you get this permission? Are these recipients still opening your email address?

The journey to being a good sender does not end with getting permission to send emails to your subscribers. Keeping an eye on email delivery methods is critical to building a good reputation. View your lists and determine which addresses were not contacted by your email during a certain period of time. The time you use should depend on your business goals, but let’s assume that someone hasn’t opened an email from you in six months. It’s time to start a re-engagement campaign by sending an email specifically asking you to confirm the authorization or remove it from your lists.

If you continue to send messages to recipients who do not take action on your email or, worse, complain about your email, Mailbox Providers (MBPs) will see this and take action. If you send more emails, the addresses will also become spam and send obvious negative signals to MBPs. This is a game that you don’t want to play.

Deleting email addresses can be daunting. It is often difficult to win and is clearly a direct line to your (potential) customers. But the risk, in this case, is not worth the reward. Even minor factors, such as continuing to ship from uninvolved addresses, can delay delivery and put you in a bad situation.