How to keep your email list clean

Email marketing may be one of the oldest forms of online marketing but it is also one of the strongest - if marketers follow a few simple rules. The first, and most important rule, is to keep your email list clean. How do you know if its time for a little spring cleaning?

by Kristina Knight

First, take a deeper look at campaign open rates. Are you seeing more bounced messages? Are fewer messages being opened? If you answered yes to any of these questions, it is likely time for a clean up.

Once messages begin bouncing or delivery rates drop it is likely that your messages are also landing in spam or junk folders. The more messages that land in junk folders, the bigger the chances that ISPs will flag your account as a spam. Once your address if flagged, it can take months or even years to correct the problem and clean up your image. The best defense is to keep the list clean from the start.

First, send a welcome message. For every new sign-up to your email list, a welcome message should be sent. The message should remind them of their subscription, tell them how often to expect messages and include an initial offer. This is a good way to orient new users to your products and help them understand your marketing practices.

Second, check your email list against a bounce list regularly and cull addresses that are bouncing.

Finally, check the open rates of those on your list. If a consumer hasn't opened a message over a long period of time, their name should be culled.