An Ultimate Guide to Email List Hygiene

There are about 4.03 billion email users. In about three years from now, it is estimated to go up to 4.48 billion. And for every $1 that an individual spends on an email marketing campaign, they get an ROI of $44. These are serious numbers and explain why email marketing is essential for companies.

But merely running an email marketing campaign is not enough these days. Without email hygiene, an email marketing campaign can go astray.

But how do you maintain it from time to time? If you have been seeking an answer to this question, you are at the right place. Read on to get a detailed insight into it.

What Is Email List Hygiene?

Email list hygiene is the process of filtering an email list by removing inactive users from it for achieving desired outcomes in an email campaign.

Over time, some email subscribers on your email list may become inactive. Separating them from the overall list of users can be a game-changer for your email campaigns. It helps you filter the wrong users and keep only those subscribers on the list who are active.

Why Is It Important?

After launching an email marketing campaign, all business organizations send promotional or marketing emails to their subscribers. However, only a few of them manage to achieve desired email opening rates. It happens because the marketing emails of most firms end up in the spam mail folder due to a poor sender reputation.

At the bottom of the problem lies three reasons. These include high bounce rates, poor engagement, and spam complaints. The solution boils down to the kind of subscribers on your email list as they either make or break the deal for you. You will have better chances of achieving positive outcomes if your email list comprises current and active users than inactive ones.

By ensuring the presence of active users on your business’ email list, you can overcome the three root causes of bad email reputation, as stated above. This will help you steer your email campaign through to success.

In addition, adopting the best practices of global email marketing compliance will pay you dividends in the long run.

Best Practices To Maintain Email Hygiene

As an email marketer, you need to ensure three things.

  • Make certain that the email addresses of the subscribers on your email list are correct. This will boost the deliverability rate of your emails.
  • Make the content in your promotional emails engaging. If the content in your emails is engaging and noteworthy, it will motivate your subscribers to open all your emails and check what new offers you have for them.
  • Maintain the right frequency of sending emails to prevent the possibility of them being marked as spam.

Thus, there are several things to consider in an email marketing platform. No matter which email platform you choose, you can maintain email hygiene by taking the steps listed below without fail.

  1. Remove Inactive Subscribers

Keep an eye on how frequently your business leads respond to your promotional emails. Don’t panic even if some of them don’t open your emails for a month or even two months.

But be wary if this pattern continues for one or more subscribers for a longer duration, say six months. In that case, you must put their contact information on a separate list. This move will ensure that you do not compromise your email open rates by sending them emails regularly.

  1. Segment Your Audience

Now that you know how inactive email subscribers can lead to the potential hijacking of your email marketing campaign, you might want to remove them from your email list. A smart way to do it is to segregate subscribers based on their relevance to your business. Parting ways with inactive subscribers will do a big favor to the email reputation of your brand.

  1. Leverage Double Opt-In

Double opt-in is a useful method of conducting email verification. It ensures that a subscriber genuinely desires to receive promotional emails from your brand after signing up for them. Sometimes a user may accidentally sign up for an email subscription without being sure about it. Even if it is their conscious decision, they might still change their mind after it.

Sending an email with a subscription link will help clear this confusion. If a subscriber is genuinely interested in receiving promotional emails, they will click the subscription link to confirm their subscription.

  1. Keep A Check On Email KPIs

You can find out if you are on the right track by monitoring the key performance indicators (KPIs). It’s the data that serves as feedback for an email marketing campaign. It helps you make changes, if necessary, to maintain the effectiveness of your campaign.

There can be many reasons for which some email KPIs may not work. Identifying and working on them will make a positive contribution to your email marketing campaign.

  1. Make It Easy To Unsubscribe

Some email marketers refrain from adding unsubscribe links to their emails. While it is worth making efforts to retain subscribers, forcing them to continue their email subscription can be counterproductive. No matter how smart it looks on paper, it can be damaging to your email marketing campaigns. It can hit hard the email reputation of your business, especially if some of your subscribers mark your promotional emails as spam.

A sensible approach would be to offer them an option to receive emails less frequently, along with the option to unsubscribe from the email list. It will allow them the freedom to make their own decision. Even if they unsubscribe, it won’t impact your email reputation.


Whether you are in the middle of an email marketing campaign or are planning to launch it, email list hygiene can breathe a new life into your efforts in both situations. If you haven’t included it in your scheme of things yet, think about implementing the above practices to attain targeted goals.

Back to top button
SoundCloud To Mp3