How to Maintain a Healthy Email List

Hosted by Justin Shoup and Vince Ventura

Goals

• What is a “healthy” email list?
• Why is a healthy email list important?
• What steps should you take to curate a healthy email list?

What is a “healthy” email list?

• A healthy email list is engaged - opening and clicking emails.
• A healthy email list is void of unsubscribes, bounces, and spam complaints.

Why is a healthy email list important?

• To be legally compliant.
• Deliverability is impacted by engagement.
• Deliverability is impacted by spam traps - recycled and pristine honeypots.
• Most email marketing software solutions including SnapRetail charge  you based on the number of email addresses in your account.

What steps should you take to curate a healthy email list?

• Use double opt-in when collecting email addresses online.
• When collecting email addresses in-store avoid using hand-written entry forms.
• Contests (especially when giving away a large prize) will typically result in a large number of unengaged email addresses. Give away a product or gift certificate for your store. Alert the winner by email address only.

Key Points:

• Use an email marketing service provider (SnapRetail of course!).
• Evaluate your send frequency - don’t send too many emails, but also don’t send too few.
• Monitor your unsubscribe rate 1-2% is normal
• Monitor your bounce rate on the first send after a new large upload.
• Keep record of unsubscribes and bounces. If you switch providers take these with you or never import them.
• At least once a year send a re-engagement campaign to unengaged email addresses.
• Removing remaining unengaged email addresses.