Seeking prior permission before sending emails to the customer might come as a shock for a number of people. Well! What you just read is true and a plethora of companies and small businesses today are facing this issue. The backbone of the problem lies in the email list you are using. If the list is stale, you are bound to witness such problems. A list is stale when the email addresses are no longer available or are inactive. If a subscriber is not reading your emails for a long time, it is better to remove them from the mailing list because such a customer is spoiling or degrading the quality of your email list.
Signs of a stale email list
A stale list comes with signs, which, if a marketer can understand will reduce the cost of acquiring a new list or revitalizing the stale one. Some signs which you should hunt for are as follows:
- Reduction in the engagement rate is the first and the foremost sign of a list going stale. In order to understand this, you need to keep a track of the engagement rate.
- Your email may not be reaching the mailbox of the customers if the conversion rate is falling drastically.
- A sudden increase in the bounce rate or the complaint rate is another indicator of a stale list.
Some of the ways to deal with a stale list are as follows
- Reconfirm from the subscribers whether they want to receive content or not. An unwanted subscriber will surely degrade the list quality and the repercussions will be faced by your business.
- Remove the inactive subscribers from the list to ensure your conversion and engagement rate remain intact or increases.
- Ask the subscribers for their preference for the content which they want to receive via an email.
- Provide an unsubscribe button at the end of every email. This will help reduce the complaint rate and the details of only the genuine customers will be available.
- Update the list once in at least six months to reduce the bounce rate.