The Importance of a Clean Email List
This is because a clean list enables marketers to establish baseline metrics for customers who find content desirable and might be convinced to take action. A list of individuals who regularly interact with your messages is a much better testing ground for messaging variations. When numbers fluctuate in a clean list, it's easier to attribute to recent marketing activities. Whereas, fluctuations in a list of individuals who display no pattern of engagement, or consistently low engagement can be more difficult to nail down.
Ultimately, email campaigns depend on numerous interworking components to achieve success. Design has to meet customer expectations, the offer itself must be relevant and enticing, subject line and body copy are important, and impacts due to time of day and send frequency are becoming increasingly scrutable. However, next time your engagement rates aren’t where you expect them to be, take a look at the list before blaming the email.