When was the last time you cleaned your email list?

If you can’t remember the last time you did, then you have to clean your email list.

Otherwise, you are wasting time and effort on marketing emails to people who send your emails to the spam folder.  You are leaving money on the table.

Email lists decline by 20–30% every year. Up to one-third of your subscribers will never open your emails, much less click open on your email.

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So, what’s the point of keeping sending them emails?

By the time you realize you are lacking email hygiene, it will be too late, you’ve already wasted time and money and email service providers already flagged your email domain.

That’s where cleaning email list come in.

That’s why routine email list clean-ups are an important factor in the success of any email marketing strategy.

In this article, we will cover why cleaning your email list is essential, and give 7 important reasons to clean your email list today.

Keep on reading!

1)  Increase Email Deliverability

Deliverability is what email statistics is all about.

The deliverability rate helps to truly know the percentage of emails that actually make it to subscribers’ inboxes.

The deliverability rate deserves greater attention, simply because a high deliverability rate signifies that you are doing many critical things correctly.

Your deliverability rate decreases when an email is sent to the spam folder or was blocked by the ISP.

Blocked emails mean your reputation with internet service providers (ISPs) is standing on a fragile rope.

A poor sender reputation will lower your deliverability rates.

Protect your email deliverability by doing a regular email list clean-up to remove invalid email addresses.

2)  Reduce your Bounce Rate

Bounce rate is a critical monitor for demonstrating the general health of your email list.

Email list clean-ups keep your bounce rate low by removing invalid, suspended, and counterfeit emails.

Fake and toxic emails are the reason behind most of the hard bounces.

Cleaning your email list will help you detect risky email addresses that could provoke hard or soft bounces.

If your bounce rate goes over 3 to 5%, you will notice in no time your deliverability and inboxing rates plumping.

If your bounce rate is between 8 to 10%, your delivery rates will begin to drop drastically.

The Cherry on the cake is that email service providers, like Omnivore via MailChimp, will ban your account from sending emails if it overtakes the standard bounce rate for your industry.

3)  Lower your sending costs

It is tempting though to change your email service providers to spare 22% on the yearly bill of your email marketing.

However, you will be squandering money sending to an email list.

At an estimated rate of around 22% per year; people switch jobs, change email addresses, or ghost their professional email addresses.

How to avoid that? Clean. Your. Email. List.

If you’re still hoovering whether or not to clean your email list, think that you are spending good money to send emails to accounts that are no longer active.

Nope, we don’t approve, neither is your email marketing campaign.

4) Reach the targeted inbox

Just because your deliverability rate looks good, it doesn’t necessarily mean everything is alright.

If your email hygiene is shabby, a good 47% of your sent emails are most likely being “delivered” to spam folders.

According to research by Return Path, 79% of emails worldwide found their way to their target inbox in 2016 and a full 13% of all emails sent ended up in the junk folders.

Of all that mail delivered to the junk folder, only about 1% of them were found by the user and moved to the inbox.

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The moral of the story is that you need to path your way into the inbox if you want to build a strong engagement rate within your email marketing campaign.

Email list cleaning is essential to a successful inboxing strategy as well.

No matter how compelling your subject line, if your business is slowly earning the title of “sending emails to unresponsive, closed, or inactive email accounts” then you’re setting your emails to be sent to junk folders and spam traps.

5)  Avoid Complainers and Spam Traps

Online there are some creatures who have no other goal in life rather than report business emails as spam on a regular basis.

They’re the same ones who go the extra mile and call up your company or ESP to complain about unwanted emails.

Worst-case scenario, they are threatening to take the case to court.

They are what is called a triple threat.

On the other hand, there are spam traps or honeypots.

Honeypots are valid email addresses made explicitly to catch spammers at work.

Honeypots are like kryptonite for your sender reputation and can even get you blacklisted by ISPs.

Therefore, you need o incorporate an email verification service to refresh your databases of known spam traps persistently.

This step will help you to abstain from being entangled in a spam trap.

Although email verification services are not a magic wound to clear your path away from spam traps forever.

But,  following a regular email list cleaning is one of the best practices that will keep you off the ISP hit list.

6) Increased data accuracy leads to superior strategies

It feels great to hit benchmarks for collecting email addresses.

Your business database just hit half a million email addresses? That sounds like something to celebrate!

But if you’re collecting dead leads in your database just to raise your stats it is nothing but pure ego. You are hurting the business, your deliverability rates, and yourself.

A good email marketing strategy is based on making tough decisions.

Stop clinging to numbers and remove invalid addresses.

This will make your email lists shrink, but at least you can start making better strategic decisions for your business based on accurate data.

7)  Protect your reputation

Undelivered emails and spam traps can heavily damage your sender reputation.

This can even ruin a reputation that you have spent so many months building in just a blink of an eye.

Having a bad reputation is like blood in a sea full of sharks– once one EPS flags you, the rest of the internet will follow.

And soon enough, you will find yourself blocked from all the inboxes you want to reach.

And this isn’t the only reputation you have at risk to protect.

Long gone are the days when your email sender reputation was all about server (or IP) reputation.

While server reputation is still very important, you have to watch out for your domain reputation too.

Your domain reputation reflects permanently on your business and will follow you wherever you go.

Even if you change servers or switch email service providers, it will still inflict your deliverability rates.

A bad domain reputation not only damages your marketing efforts but also tanks your sales.

Your customer service teams will start to find problems when daily communications are lost in clients’ junk folders as well.

By now, you have to clean your email data regularly to weed out any toxic email addresses and prevent unnecessary damage to your reputation.

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