Boost Your Email Marketing ROI: Automating Your Email List Cleaning
In today's competitive digital landscape, email marketing remains (IMO) the most powerful and accessible tool for reaching your target audience.
However, to be effective, it's crucial to maintain a healthy email list. This means regularly identifying and removing unengaged subscribers who no longer interact with your emails.
The negative impact of having unengaged subscribers
Unengaged subscribers can significantly hinder your email marketing efforts in several ways:
- Inflated Subscriber Count: You're paying for subscribers who aren't contributing to your marketing goals.
- Reduced Deliverability: High volumes of unengaged subscribers can signal to email providers (like Gmail, Yahoo, and Apple) that your emails are not valuable. This can lead to your emails landing in spam folders or even being blocked entirely.
- Damaged Brand Reputation: Sending emails to uninterested recipients can damage your brand reputation and decrease your open and click-through rates.
The Power of Automation
To effectively manage your email list and avoid these pitfalls, implementing an automated list cleaning process is essential. This involves setting up a system that identifies and removes unengaged subscribers while retaining those who are actively engaged.
A Step-by-Step Guide to Automating List Cleaning in Kit
-
Tagging and Entry:
- Assign a specific tag (e.g., "Maintenance - recurring cold sub check") to new subscribers.
- Alternatively, trigger the automation for subscribers entering your list through opt-in forms and landing pages.
-
90-Day Waiting Period:
- Allow new subscribers a 90-day period to engage with your emails. This period can be adjusted based on your specific email frequency and audience behaviour.
-
Engagement Check:
-
After 90 days, the system automatically checks for email opens from the subscriber.
- Engaged Subscribers: If the subscriber has opened at least one email during the 90-day period, the "Maintenance - recurring cold sub check" tag is removed, and the cycle restarts.
- Unengaged Subscribers: If no emails were opened, the system triggers a re-engagement email sequence.
-
Re-engagement Email Sequence:
-
A series of carefully crafted emails are sent to encourage re-engagement.
-
Example:
- Email 1: "Is it time to say goodbye?"
- Email 2: "Still not opening my emails? I want to make sure you're only receiving emails that interest you. Click here to update your preferences."
- Email 3: "It seems my emails aren't a good fit for you right now. You can unsubscribe here, or click here to update your preferences."
-
Final Check & Unsubscription:
- After the re-engagement sequence, a final check is performed.
- If there's still no engagement, the system automatically unsubscribes the recipient from your list.
Key Considerations:
- Re-engagement Sequence Timing: Adjust the timing between re-engagement emails to match your preferences.
- Subscriber Preferences: Provide clear options for subscribers to update their preferences or unsubscribe easily.
- Compliance with Email Laws: Ensure your list cleaning process complies with relevant email laws (e.g., CAN-SPAM Act, GDPR).
If you'd like to see the Visual Automation in action, here's a video walkthrough where I show you, step-by-step, how it works.
If you'd like to import my Visual Automation into your Kit account, just click on the button below;
Benefits of Automated List Cleaning:
- Improved ROI: Reduce costs associated with sending emails to unengaged subscribers.
- Enhanced Deliverability: Increase email deliverability rates by maintaining a healthy sender reputation.
- Increased Engagement: Focus your efforts on subscribers who are genuinely interested in your content.
- Improved Brand Reputation: Avoid sending irrelevant emails that can damage your brand image.
- Increased Efficiency: Automate the process to save time and resources.
⚡️ Summary
By implementing an automated list cleaning process in Kit, you can significantly improve the effectiveness of your email marketing campaigns.
By focusing your efforts on engaged subscribers, you can build stronger relationships, increase conversions, and achieve a higher return on your email marketing investments.
Note: This blog post provides a general overview. The specific implementation may vary depending on your Kit account settings and individual requirements.