Cleanliness begins at home and sometimes in your email list as well.

We were presenting an audit report to a client when he asked what we could do to improve their email marketing. 

I suggested list hygiene (it’s COVID-19 season after all) to purge the list and retain the engaged crowd and focus on them.

Immediately, he said, “But that means I’ll lose my big list!”

While I understand his sadness, here’s why cleanliness is also next to happiness!

1. The engagement data (opens, clicks, conversion rates, etc.) will be accurate as it’ll come from an engaged group instead of the whole bunch of folks who are somehow in your list.
2. Ask them to reply and confirm if they want to continue receiving your emails, and you’ll know who wants you more than you want them.
3. Raise the bar for engagement gently but constantly. If they can’t send you a one-liner email after being asked thrice, they’re never going to buy from you.