3 Benefits of Deleting Subscribers From Your Email List
Email marketing isn't for the faint at heart. Building an audience takes guts and requires a real commitment before reaching the glory of a healthy and engaged email list. Once you've got a solid group of subscribers, the mere thought of losing a single one of them probably makes you twitch a little. Yet, there are several upsides to removing inactive subscribers.
Inactive email subscribers are those who have consistently shown a lack of interest in the emails you're sending them. The reasons for disengagement vary — change of heart about receiving your content; no time to dig through the amount of emails crammed into their inboxes; they signed up for your list just based on an incentive you offered; etc. Whatever the reason may be, subscribers express their disinterest by not opening your emails over an extended period of time. By doing this, they're inevitably causing more harm than good to your email list.
However, if you still find yourself afraid of removing subscribers, consider these three benefits:
1. Improves your list health: If you're keeping inactive subscribers on your list, you're doing a disservice to your subscriber statistics. Delete those who continuously let your emails go unopened and watch your rate of engagement go up. Opens, clicks and deliverability will yield higher percentages when you weed out the inactive audience and hone in on those who do want your content.
2. Enhances your content strategy: There's some key intelligence to be gained from keeping an eye on active versus inactive subscribers. When you identify inactive subscribers, do some analysis to see if you can identify commonalities. What are the differences between subscribers who are engaged and those who are not? What content is working and what isn't? When you identify active subscribers, use this knowledge to inform and improve the content you send to them going forward.
3. Saves money: Especially for business owners, this is a key benefit. Removing inactive subscribers can put hard-earned dollars back into your pocket or enable you to allocate those dollars elsewhere. If you work with an email service provider that charges on a per subscriber basis, removing subscribers who aren't opening your messages will lower your subscriber count and save you money.
To be an email marketing champion means you've got to face your fears. Start with a reactivation campaign to identify your inactive subscribers and entice them to re-engage. If they don't take the bait to reconfirm their interest in your content, it's time to bid farewell. It's the best way to ensure your email marketing list is in tip-top shape.
Josh Smith is a customer solutions specialist and email marketing best practices expert at AWeber, a provider of small business email marketing software.
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