What’s a marketer like you to do? There’s no use pounding away at that old email address. Maybe they forgot to bring you over to their new email address. Sometimes people switch jobs or get a new email. Think back to the reason why email lists decay.

“Did you know that it costs five times as much to attract a new customer, than to keep an existing one? The first rule of any business is to retain customers and build a loyal relationship with them, and thereby avoid customer acquisition costs.” Take a look at this quote from Invespcro, And engaging with old customers is much cheaper than hunting down new ones. These are your old prospects, sometimes even your old customers. Many times these inactive accounts are people that once engaged with your brand. Proper re-engagement with these people can make you money. However, you do want to categorize and monitor your inactives. You don’t want to regularly send to inactive email accounts. If At First You Don’t Succeed, Try Try AgainĬleaning your email list allows you to separate your list into engaged contacts and unengaged contacts. List cleaning makes your monthly ESP bill lower, and that’s a great thing. “91% of companies suspect a percentage of their marketing budgets was wasted as a result of inaccurate customer contact data, on average 12% in the 12 months leading up to the survey.”Īs you can see, most companies are wasting their marketing budgets. The cost of bad data is a real phenomenon, and according to Clickmail, the majority of companies are wasting their marketing budget. At the same time, it makes your list smaller, moving you downward into a lower pricing plan. Cleaning your list will remove complainers, inactive users, and other people who generate zero revenue for your business. These pricing schemes display why list cleaning is such a valuable investment. On the other hand, Aweber charges $19 a month for 0-500 subscribers, $29 a month for 501-2500 subscribers, and $49 a month for 2501 to 5000 subscribers. For unlimited emails, Mailchimp charges $10 for 0-500 subscribers, $15 for 501-1,000 subscribers, $20 for 1,001 to 1,500 subscribers, and so on. Let’s take a look at the pricing plans of two leading ESPs, Mailchimp and Aweber.īoth of these companies charges you money based off your subscribers. That being said, the more people on your list, the more money it costs. Sending emails is a lot cheaper than sending snail mail. Sending email to bad addresses is costly for your reputation. If you send to a lot bad email addresses, you may even be blacklisted. They will put you in the promotions tab and the junk folder of legitimate prospects, potentially even people that love your email. They aren’t only putting you in the junk folder of the bad email addresses: the spam traps, unresponsive users, and complainers. The ISPs will start putting you in the promotions tab or the junk folder.

“Maintaining a high quality subscriber list is imperative to ensuring your emails are delivered to the inbox instead of the junk or spam folder.”īasically, emailing spam traps, unresponsive users, and complainers will ruin your sender score. According to Return Path, an engaged list is what the ISPs like to see. They’re observing you, seeing how people engage with your emails. Good luck! The ISPs are watching you all the time, just like Santa Claus. And what if you’re sending to a list collected five years ago. “25% of your list will expire every year as readers switch jobs, email providers, or unsubscribe from your emails.”Īre you thinking about bringing back last year’s email list? According to this stat, 25% of it is unclean. The speed of this decay may surprise you. If you’re hip to email marketing, you know that email lists decompose over time. A Good Reputation is More Valuable Than Money Here are five reasons why you need to clean your email list before you run your next campaign. Every campaign that you run with a dirty list damages your reputation and drains your wallet. Even lists collected legitimately decay over time. What makes a list unqualified? It’s more than purchased lists versus organic lists. “Blasting your emails to an unqualified list could result in account suspensions from your email platform, penalties, or even fines.” Get Your Email List a Clean Bill of Health.ĭo you really need to clean your email list before your next campaign? Is it really that urgent? If you’re uncertain about your list quality, it’s a no-brainer.

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