Improved ROI for eCommerce email marketingįinally, let’s talk about the cost of email marketing. That gives you the chance to plan your email marketing strategy and gauge the effectiveness of different campaigns based on real numbers, rather than including data from people who aren’t actively engaged with your brand. Remove the bloat from your email list and your email marketing statistics will be more reliable. Plus, when more emails reach the subscribers who want them, it’s more likely that they’ll act on them. That means they’re less likely to unsubscribe. Similarly, when you prune your list, you’re sending emails to people who actually want them.
Since open and click rates are a percentage of the total number of subscribers, removing subscribers who don’t want your emails results in an immediate improvement in open and click rates.
And when they get those emails, there are other benefits… 2. That, in turn, means deliverability increases, so more of your emails reach your subscribers. Fewer spam complaints and better deliverabilityĪ more engaged, active email list means fewer spam complaints. If most of the people on your list actually want to get your emails, then your eCommerce business will get the following benefits: 1. Luckily, email list hygiene will remedy these issues, because it will help you send your emails to a more engaged, receptive list. Note that more spam complaints doesn’t always mean that subscribers see you as a spammer. Your email service provider will alert you to these, and you want to keep them low (we’ll tell you why in a minute). It’s worth looking out for spam complaints. Ultimately, high bounce rates can hurt your overall email deliverability. If your bounce rate is increasing, it means you’ve got a high percentage of bad email addresses, and that will affect your open and click rates, too. That’s where emails aren’t delivered because the email address was wrong, the mailbox was full, or a host of other technical reasons. A high bounce rateĬheck out the bounce report in your email marketing software. Yes, either way you lose subscribers, but it’s better to drop them before they can drop you. But if your unsubscribe rate is above 0.5 percent, you’ll definitely want to look at cleaning your list to get back into the normal range. For most email lists, the average unsubscribe rate is between 0.2 percent and 0.5 percent per email sent, so if yours is in this range, there’s no cause for concern. The thing to look for here is the unsubscribe rate. We’ve all unsubscribed from an email list at some point, so seeing people drop off your list is pretty normal. We’ll look at that later in this guide as well. You’ll also want to be sure that there’s absolutely no chance of re-engaging dormant subscribers. After all, that’s the list that’s going to result in the most leads and sales.īefore you start the list hygiene process, you’ll want to make sure it’s the right time to clean your list, which we cover in the next section. So, which email list should you clean? All of them can benefit from a cleanup, but your most active and important email list is a good place to start. An email list for those who have opted out of marketing emails, but still need transactional emails about their account, orders, purchases and shipments.A marketing email list, with people who you hope will become customers.A customer email list, to which you’ll send automated emails based on behavior and purchase history (for example, abandoned cart emails).
That means you’ll also have several email lists, like:
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