No matter how big (or small) your audience is, regularly cleaning your email lists can save you money and will improve your emails performance.
Nowadays email service providers have built-in tools that will automatically clean any contacts that cannot be reached (hard bounces) – removing them from your list and excluding them from all future campaigns you send. However if a contact becomes inactive or unsubscribes, they will remain in your audience, and will need to be cleaned manually.
What are the benefits?
Email service providers charge you based on the amount of contacts you have. So you can reduce costs by removing the inactive and unsubscribed contacts from your audience.
Around 30% of all email addresses will become invalid each year, and sending to these contacts will result in a hard bounce. So you can reduce your bounce rate by removing any inactive contacts from your list.
How do I clean my list?
We recommend cleaning your email list once per quarter, and an easy method is to duplicate your audience and segment any contacts that have been inactive for over three months. Before you remove them, try a targeted win-back email campaign that explains they’ll be removed if they continue to be inactive.