When I say dirty email list, I’m not talking about an email list that sends you suspect messages at 3:00 in the morning (“You up?”).
No, a dirty email list is an email list with outdated or incorrect information.
In short, it’s the type of list that can devastate your open rates and make you feel like the world’s worst surf biz owner. After all, you’ve just spent all this time picking a newsletter template, agonising over CTAs and writing what you believe is killer content… only for the email open rate to barely crack 5%.
Heartbreaking, I know.
The good news is that surf business owners like you can save money by cleaning your own list. What’s more, it’s not even that difficult! Below are some tips to help you clean up your email list and increase those open rates.
What is email list cleaning?
Email list cleaning, also known as email scrubbing, is a process that ensures your email marketing efforts are directed at the right audience. It involves removing unengaged subscribers, correcting invalid or misspelled email addresses and updating outdated information.
What’s the goal of list cleaning?
The goal of this process is to maintain a high-quality email list that results in open rates that don’t suck, better email deliverability and ultimately, improved conversion rates. This is not a one-time job though–regular maintenance is essential to keep your list clean and effective.
Why do you have a dirty email list?
There are plenty of reasons why your email list may be dirty. Some common culprits are:
- Spam traps: These are email addresses that have been abandoned and turned into traps by internet service providers (ISPs) to catch spammers.
- Invalid email addresses: These are simply incorrect or fake email addresses.
- Unengaged subscribers: People who haven’t opened any of your emails in the last 6 months.
- Misspelled email addresses: These occur when subscribers accidentally make a typo while signing up for your list.
What type of open rate should I be aiming for?
Industry standards for open rates vary, but a good benchmark is around 20%.
Of course, this depends on your target audience, the type of emails you send and which newsletter platform you use.
For surf businesses, it’s important to keep in mind that your subscribers may be busy chasing waves and not checking their emails as frequently as other industries. In all seriousness though, to get open rates of 20% and above as a surf brand, you’ll need to be on the ball.
It’s one of the most competitive sports industries in the world… and it’s only getting more congested.
What are the benefits of having a clean email list?
Having a clean email list, which is to say having a list with complete information and proper segments, leads to several benefits for your business:
- Improved open rates: As mentioned earlier, a clean email list means you’re sending targeted messages to engaged subscribers, resulting in higher open rates.
- Better deliverability: A clean list also helps with deliverability. With the rise of spam filters and strict email regulations, ISPs are cracking down on senders with high bounce and complaint rates. By cleaning your list, you decrease the chances of being flagged as spam or having your emails sent to the dreaded junk folder.
- Cost savings: Not only will you be getting better results from your email marketing efforts, but a clean list also means you’re not wasting money on sending messages to invalid or inactive addresses.
How can you clean up your email list?
Now that you know the importance of having a clean email list, here are some tips to help you get started.
Send out re-engagement campaigns
Re-engagement campaigns are crucial for cleaning your email list. These campaigns specifically target subscribers who haven’t engaged with your content in a while.
By sending a friendly, personalised email asking if they’re still interested in your surf-related content, you prompt them to either re-engage or unsubscribe. This improves your open rates and keeps your list filled with genuinely interested and active subscribers.
Use the double opt-in function
The double opt-in function is a method to confirm a subscriber’s interest in receiving emails from your surf business.
Upon signing up, they receive an email with a link to confirm their subscription. This step eliminates the chances of invalid or misspelled email addresses making their way onto your list, and ensures that your subscriber base is genuinely interested in your content, leading to enhanced open rates.
It’s a small step towards a clean list, but a significant one towards increasing your email marketing effectiveness.
Pay for email validation services
Investing in email validation services (like those from AppSumo) can be a wise move for your surf business.
These services typically verify email addresses in real-time to ensure they’re valid before you add them to your list. They also validate existing addresses on your list, reducing the chances of email bounces and enhancing deliverability.
With their help, you can maintain a clean, efficient email list, ensuring your carefully crafted newsletters reach the inboxes of engaged surf enthusiasts.
Segment your email list
Segmentation is a powerful tool for maintaining a clean email list.
By dividing your subscribers based on specific criteria such as location, engagement level or surf interests (boards, wetsuits, deals, spot guides), you can send more personalised and relevant content. This increases open rates and reduces the chance of unsubscribes or being reported as spam.
Periodically reviewing your segments ensures your targeting remains effective and your email list stays clean, contributing to your overall email marketing success.
Wrap up
A clean, well-targeted list is more valuable than a large, unresponsive one. So don’t take comfort in the fact that you have thousands of subscribers if your open rate is still less than 5%. Use the tips provided to start cleaning up your email list and watch as your open rates and overall email marketing success improve. Remember, regularly maintaining a clean list is key to sustaining these positive results.