March 20, 2015
A very critical component of email marketing success is list hygiene. Yes, we know it’s a very strange term, but go with it… Before you even consider hitting that send button, you must perform some basic list hygiene. You absolutely must:
- Remove duplicate, invalid & non-responsive email addresses
- Remove role accounts
- Remove bounced email addresses
- Segment email addresses in as many ways as possible. Categorize by industry, role, interests, buying habits, demographics, geography etc.
We recommend ongoing list cleansing activities with a thorough list hygiene scrub every six months. Proper list cleansing and list segmentation will allow you to reach recipients and provide them with relevant information. This translates into increased open rate, click through rate & conversion rate and decreased bounce rate and unsubscribes – all of which translates into increased customers.