Purging An Email List
Spring cleaning if you may, is something you should strive to do at least once per year. And with your email marketing, this is when you remove old and inactive contacts from your email list.
Think about how good you feel after getting rid of things you no longer find useful. Purging your email list feels the same way.
By removing emails of persons who are disengaged with or no longer interested in your brand, you will see an increase in the engagement rate of your marketing emails.
So your open-rate will improve as well as your click-through-to rate and your bounce and spam rates should be significantly less.
The lower your bounce and spam rates are, the better your sender reputation becomes. With these changes, Email Service Providers will acknowledge your brand's email reputation, so your emails are not labelled as spam.
When your email marketing analytics show consistent improvements in your customer engagement, then you will be more motivated to create content that your email recipients will take an interest in.
Remember, having a long list of customers emails does not always equate to a successful email marketing campaign or brand.
Purging your email list helps you to face the reality of what progress you are making in your business through your use of email marketing.