How to keep your email marketing campaigns performing? 📊
One of the biggest email marketing challenges involves nurturing your mailing list and making email campaigns perform on a long-term basis. However, this not only requires a decent list building strategy in order to compensate unsubscribed users, but also getting rid of old and inactive email leads ❌
How to keep your email marketing campaigns performing?
One of the biggest email marketing challenges involves nurturing your mailing list and making email campaigns perform on a long-term basis.
However, this not only requires a decent list building strategy in order to compensate unsubscribed users, but also getting rid of old and inactive email leads ❌
Sunset Policy 🌇
An important facet of excellent email marketing is to ensure sending wanted mail to people, who expect to receive it. The best practice to do this (apart from a decent list building strategy) is through the proper removal of unengaged recipients. So what is the Sunset Policy?
In general, it allows different team members to be on the same page when it comes to mailing list hygiene 💅
Responsiveness of an email
For the record, each contact in your mailing list has its own lifecycle, which means that the engagement level is not always consistent and tends to change per contact.
Statistically, the responsiveness of an email recipient depends whether he is in the beginning, the middle or the end of his lifecycle within a particular mailing list ♻️
Most mailbox providers are measuring the engagement level between the sender and recipient, so once the contact stops opening or clicking your emails, the inbox will start marking your emails as „unwanted“ ❌
As soon as this happens, most of your emails will start dropping into spam folder of a recipient 🛑
Of course, there’s always more. Some email addresses become inactive after some time, so attacking these kinds of contacts not only hurt your campaign performance, but also lower your deliverability rate and thus – your sender reputation.
In the long run, this affects your email delivery for other recipients as well.
Spam traps
Oh and don‘t forget about spam traps 🪤 Some inactive email addresses are taken over by anti-spam companies, so cleaning your list from inactive emails will prevent you from getting your domain blacklisted 🏴
How to implement the Sunset Policy?
First of all, it’s important to clear the definition of an unengaged recipient. Usually, an inactive contact is considered the one who has received, but not opened an email during a fixed period of time ⏱️ Exact time frame of unengaged contacts should be selected depending on the email sending frequency. An example of it below:
✅ Remove recipients of daily emails who have not engaged in three weeks
✅ Remove recipients of weekly emails who have not engaged in two months
✅ Remove recipients of monthly emails who have not engaged in six months
What other solutions do you use to establish a good mailing list health?
Do you have questions? Contact us!
We will gladly respond to each of your inquiries, analyze your needs, and provide tailored email marketing solutions. All prices listed on the website are approximate, and the final proposal aligned with your specific requirements will be presented after our initial meeting.