Determining the Health of your Email List

So, when was the last time, you actually thought of giving a glance at your marketing list? Do you know the nature of the audience? Are you aware about the bounce rate and the open rate?

Most marketers overlook the email list and get busy with other important things. Things that they feel would increase their reach. But, in ignoring the email list, marketers forget that the foundation for a successful email marketing campaign is clean and well-maintained subscriber list. A clean marketing list is an armor, which differentiates a successful online business from a mediocre business. The statistics of a healthy email list is hundred times better than that of an unhygienic email list.

If you’re looking to create an impact and reach the inbox of the subscribers, start focusing on the marketing list. Marketers who regularly clean the list using email address verifier achieves the targeted marketing list.

Here are a few statistics to consider when you plan to carry out an email list cleaning campaign.

Hard bounces

One of the quickest and easiest way to improve deliverability and ensure you’re on the right track is by tracking the email addresses causing hard bounce. A hard bounce can occur in any of the following ways.

Incorrect email address of the recipient ([email protected])

Non-existing domain name ([email protected])

Unknown customer (email address no longer in use)

The number of hard bounces the marketing campaign receive decides the sender’s reputation, which plays a key role in determining whether the email will reach the inbox or not. Maintaining a healthy and positive sender’s reputation is the key when it comes to winning the trust of both the ESPs and the ISPs. Therefore, use software such as email address verifier to remove email addresses causing hard bounces.

Furthermore, when a hard bounce occurs, ISPs can block your IP address permanently because spammers commonly employ a technique called as ‘Direct Harvest Attack’ and the ISP can confuse you with the spammer. During the direct harvest attack, messages are sent to a non-existent email address, which confuses the ISP and your IP address gets blocked.

How to Reduce the Bounce Rate?

Clean the email list – this is no brainer and is a necessity in today’s digital world. Remove email addresses causing hard bounce and regularly re-engage the customers. Focus on cleaning the marketing list using software such as email address verifier.

Skim read the email addresses – if you don’t follow a double-opt in process, the chances of a wrong email address entering the list is high. Therefore, skim through the email addresses and try to remove the potential typos present in the email list.

Use double opt-in – It is the best available option to reduce the hard bounce. Customers have to click on a link sent to their email address to confirm whether they want to join the program or not.

Letters are not spammy – The letters that you send in the email are easily filtered by the email web client including Google and Outlook. Therefore, focus on avoiding words that trigger the spam alerts.

In short, make sure to remove any email that hard bounces, if you want a flourishing email marketing campaign.


How many times have you given an email address at online expos or exhibition, but you have never bothered to check it? The mails keep pouring in and you don’t even once check your inbox. Such email addresses are termed as graymail.

A graymail customer has agreed to receive messages from your brand, but he/she does not really want it. Any customer who has not engaged for the past 6-12 months fall in the category of graymail.

However, removing the customer just because of this reason is not a tactical email marketing step. You need to focus on sending re-engagement campaigns to such customers. This is your last chance to win their trust. Depending upon your business, offer special promotional offers and surveys to know whether the customer is still interested in your products or not.

Furthermore, it does not hurt to check the history of the subscriber to send something useful. If even after the re-engagement campaign, you don’t hear from the graymail customer, it’s time to bid them goodbye. There is no point wasting time and resources on people who will never interact with your brand.

Unsubscribe rate

It measures the number of people who opt-out of your marketing campaign. It’s a great indicator of how well your email list is performing. Furthermore, it’s an indication of how relevant your customers find your content. Unsubscribe rate higher than 1% is an indicator that something is definitely not right with the email list and the marketing campaign.

Focus on cleaning the mailing list using software such as email address verifier to highlight customers who have the potential to opt-out. Customers who are inactive for more than 3-4 months are more likely to unsubscribe from the mailing list.

Keep a track of the unsubscribe rate to improve your sender’s reputation.

While cleaning your email list, always remember that graymail and hard bounce causes more damage than good by hanging around. Your open rate, engagement rate and deliverability rate increases when you remove unwanted people from the email list. You will also start witnessing an actual picture of how your email marketing campaign is performing.

Cleaning the marketing list is not an option today, it has become a necessity.