Marketers are always scrambling to grow their email lists. Month after month, your marketing efforts pay off and you’re excited to see your total contact numbers swell up like a helium balloon. But do you really know if those numbers mean anything?
Just because you have a large list of contacts to send to doesn’t mean they all are waiting by their computers and smartphones for your email to hit their inbox. It’s incredibly important that your audience is highly engaged with your brand and email messaging strategy for long term success.
Check out these email marketing benchmarks from MailChimp to see how your metrics stack up. If your open rates and click-through rates are consistently falling short of these numbers, you have some work to do.
Spam is in the eye of the beholder
Even if you think you’re sending great, informative emails to your contact list, they may not necessarily agree. According to a recent study by Return Path, legitimate email sent by marketers accounted for 70% of all spam complaints.
The accumulation of these complaints can lead to nasty things like low deliverability and the placement on blacklists by email spam agencies. If you’re getting spam complaints, ignoring them could be death by 1,000 paper cuts for your email marketing strategy.
The best thing you can do to ensure user engagement is to clean up your mailing list. Find out who is and isn’t opening and clicking on links in your emails. If someone hasn’t opened a single email you’ve sent in over a year, should they still be on your list? All you’re doing by sending to them is guaranteeing a lower open rate, which can hurt your deliverability long term. Try focusing your campaigns on your most engaged contacts that are actively interacting with your email campaigns.
While there are countless ways to clean and optimize your email list, valuing user engagement over the size of your list is the best strategy for your future email marketing endeavors.
Have any additional email list maintenance tips? Please share in the comments section below.