You’ve got a mailing list for your business, right? You should have, anyway. It’s a great way of collecting customer and client leads, and yourself on their radar. Mailing lists have been around forever, unlike twitter/instagram/facebook/periscope. They’re not going anywhere fast.
I’ve been working on building the mailing lists for my two businesses for the past few years. They’ve got a fair number of subscribers, and I send out occasional newsletters about sales, blog updates, new products etc. I get a fair level of engagement, and a low unsubscribe rate.
My lists are on Mailchimp, I looooove Mailchimp and have been a long time fan. You might have yours on Aweber, Mad Mimi, or any of the other mailing list providers out there. Chances are you pay a certain amount each month, or per send, for your mailing list. It’s usually dependent on the number of subscribers you have and can sometimes come to quite a hefty business expense.
So here’s what I did last week…
I removed around 25% of the subscribers from each of my lists.
Whhhaatttt? From the lists I’ve been building for years? Isn’t that like, a whole year’s worth of subscribers?! Pretty close, actually. But here’s the thing…
I removed subscribers who hadn’t opened, let alone clicked through from, the last 5 email campaigns they’d received.
Considering the frequency I send out emails that’s around 6 months worth of no engagement. I was paying hard earned money to send emails to these addresses that either:
- Deleted the email without opening
- Had it disappearing into spam
- No longer used that account
What a waste!
(NB: open rate tracking can be a little unreliable, but it’s a good starting point with clearing out your list)
Here’s what’s awesome about having a list clear out
Clearing out your list this way means that the stats from your remaining subscribers should be much improved (your open rate, click through rate, and overall enagement percentages will increase), which is AWESOME if you have a business that relies more on engagement than subscriber numbers (and let’s be honest here, it’s the engagement that counts).
It also means that you’re not gonna be invading the inbox of someone who obviously doesn’t want you there anymore (Bye, Felicia!). They might come across you again at some point, and it’d be better for them to think “oh! I thought I was subscribed to that list, I better sign-up again” than “Ugh, there’s that annoying brand that I keep trashing in gmail”.
You’re list is less likely to be flagged as spam. Chances are, if someone’s trashing your newsletter without engagement, it won’t be long before they report your emails as spam. Erk.
And of course, they amount you spend on your list each month will decrease until you get your list back up to the same numbers.
My Challenge for you!
Go take a hard look at your lists. What’s your engagement like? How many people didn’t open any of your last 5 emails? What about the last 10?
Mailchimp has some really great segmenting tools to allow you to create groups based on the engagement of your subscribers, which is even more powerful than open-rate. You can read more about how that works here.
You could also try and run a campaign to re-engage those subscribers who haven’t been very active lately, maybe offering a discount, or a special reward for opening the email.
Either way, I want you to give your list a good hard clean. Dust off those cobwebs, make your list even more powerful for your business, and engage with the subscribers who really want to get your emails!
This post isn’t sponsored by Mailchimp by the way, I just really, really like their service! The links to mailchimp throughout the article are affiliate links, though, so clicking them and signing up for Mailchimp could yield an affiliate bonus for me.