 Many companies are only concerned about numbers - the larger the email list the larger the number of potential customers. However this is hardly the case. Although email marketing is an effective and inexpensive way to create revenue, not practicing good email list hygiene can be detrimental.
Garbage In Is Garbage Out
Lesson one is never buy an email list, this can only lead to a mountain of trouble. If you buy a list you have no clue of its origin, how addresses were obtained, what the addresses signed up for, or what they expressed interest in. These factors are all key pieces of information that shape the relevance of the message to the recipient. Lack of relevancy can cause a large number of SPAM complaints damaging your reputation and possibly your future email delivery.
How Can You Grow Your Email List?
The number one tactic of list growth is to ask for permission using a subscribe link. You’ll want to place this subscription request on all consumer touch points. Consider the following:
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Prominently on every page on your Web site
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During the transaction process with a check box
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On all email communications, including transactional messages
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On all printed material (postcards, shipping fliers, packaging)
Keep your privacy policy and opt-out process clear, obvious, and readily available on all subscription forms. Once a subscriber comes onboard send them a welcome email or notification to verify that the email address is valid - if not, delete it.
Keeping The Dirt Out
When possible, use error checking on your subscription forms to prevent mistakes from ever making it on your list in the first place. When you do get email addresses with spelling errors, don’t correct them, often they were entered incorrectly on purpose. One way to avoid this problem is to use a double prompt for the email address. Also, review the names on your list and watch for role accounts such as "marketing@..." and delete these addresses. Monitor your “reply-to” inbox by scrubbing out the “no longer at this company” auto responses. These are more dead end email addresses that will not lead to anything but wasted effort.
Constant Vigilance Required
In order to maintain a clean and healthy list you need to regularly process your complaints received from feedback loops. In addition, recently it has become imperative to remove your inactive subscribers and closed accounts. Any address that has remained inactive for longer than six months should be reviewed and considered for removal.
The Repercussions of Negligence
When you don’t practice good list hygiene everything is at stake, your reputation, deliverability, effectiveness and credibility. In a large list each individual address may not seem like it adds up to much, however, the ISPs are watching. They are taking note of your email behavior and use it to determine your sender reputation.
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