Email List Hygiene: The Intersection of Email Verification and Data Management

Higher bounce rates, spam complaints, and unsubscribe rates can significantly reduce the deliverability of your emails.

This is why maintaining a hygienic email list is crucial to tracking and ensuring the success of your email campaigns in today's digital landscape.

In this article, we will delve into the importance of email hygiene, best practices, and tools like Snov.io that you can use to ensure optimum results.

What is email list hygiene?

Email list hygiene refers to a process where the email list is cleaned and processed regularly.

The practices involved removing unengaging and inactive email addresses from the list so that messages are only sent to relevant and exciting contacts.

It is also helpful in decreasing the bounce rate and spam complaints, which can pose severe problems for overall email deliverability.

Importance of Email List Hygiene

Unhygienic email lists can pose significant challenges for your business, affecting market performance and sender reputation. Here, we discuss some critical reasons why email list hygiene is necessary.

The list contains purchased contacts.

Buying email lists is a bad practice. Multiple studies suggest that purchased email lists might contain open rates as low as 1 to 5 percent, affecting the campaign's effectiveness and results.

Rising bounce rates.

If you have a high bounce rate, it is a clear indication that your email list has many inactive and fake addresses. A bounce rate over 2% can harm your deliverability, with ISPs (Internet Service Providers) marking your email as spam.

Spam complaints

According to Active Campaign, one spam complaint per thousand emails is enough to put your campaign in Jeopardy.

Some complaints result from poor email list hygiene, which can land your domain on a block list.

High unsubscribe rates

If your content cannot convince subscribers, they will unsubscribe. Thus, it is integral to obtain a healthy unsubscribe rate. OptinMonster suggests that the healthy unsubscribe rate must not exceed 0.5%.

Waning email engagement

The HubSpot report suggests that markets with highly segmented lists tend to see 14.31% higher open rates than those that observe non-segmented lists.

Hence, engagement metrics such as click-through rates are crucial for email performance.

List growth rate

Maintaining a healthy growth rate is vital to ensuring sustainable growth. That is why, focusing on replenishment and growing your list of active subscribers is essential.

Best Practices for Integrating Email Verification with Data Management

Implementing an email verification process within your data management helps keep your email list clean and improves deliverability. Here are some best practices for integrating email verification and data management.

Keep subscribers engaged

Engaging subscribers is one of the primary purposes of an email campaign. According to mktg rhythm, 25% to 35% of a brand's total revenue comes from email. Thus, keeping your subscribers engaged through attractive offers and insightful campaigns can help you bring more leads and conversions to the business.

Segment your email list.

Always segment your email list to increase engagement. Mailchimp suggests that your audience must consist of various active subscribers if you want to improve your open rates.

In addition, by sending personalized emails to accurate segments, you can increase the relevance of your emails, which leads to higher open rates.

Send re-engagement campaigns

A re-engagement campaign is another vital practice for reactivating dormant subscribers. According to MarTech.org, 45% of the people who receive engagement messages read them.

In addition, about 75% of the re-engaged customers are most likely to read subsequent emails, with 25% of them continuing to open emails 300 days after the initial campaign. It helps to enhance the number of active subscribers in your email hygiene list.

Remove inactive subscribers.

Inactive subscribers are those who subscribe but never open. Email services, including Microsoft and Google, rank your emails in the inbox on the basis of open rate.

Hence, by removing inactive subscribers from your email list, you can protect your sender reputation and significantly boost your marketing performance.

In addition, this way, you will also get a clearer picture of people who are actually interested in your content—your potential customers and consumers.

Delete invalid email addresses.

Verifying and removing invalid email addresses is the practice of removing email addresses that are no longer reachable from your mailing list. It is essential to maintain a clean list because high bounce rates can result in your email campaign being marked as spam.

Statista states that the average bounce rate in Great Britain was near 2.14 % in 2022. Emma's email marketing says your email bounce rate must be at most 2%, which is only possible if you regularly delete invalid and spam email addresses from your email list.

Verify email addresses from the start.

Verifying email addresses as soon as they are collected helps ensure long-term and sustainable email list hygiene.

According to Sales Blink, this email verification helps remove malicious and spam emails from your list, thus helping you reach out to only active and functional email addresses.

Tools and Solutions for Email List Hygiene

To keep your email list clean, consider some of these reliable email vertical tools and solutions**:**

1. Snov.io: It is a powerful email verification tool which checks the validity and deliverability of email addresses in real time. Hence, allowing you to remove the invalid contacts quickly.

2. Zero bounce: Zero bounce provides extensive validation. It helps with premium lists by improving the detection of invalid email addresses.

3. Never bounce: Never Bounce is immensely popular for cleaning out invalid emails. It helps increase the quality of results by reviewing the campaign to which you have sent a message.

4. Xverify: If you are looking for a tool to detect poor emails, Xverify should be considered. It helps with superior engagement and also provides better marketing results.

5. Briteverify: Briteverify is a wonderful tool that crawls through all your emails to identify the bad ones. The service is accurate and decreases the risk of bounces, providing a good marketing outcome.

Conclusion

In summary, email list hygiene is important for ensuring the optimum results from your email campaigns.

That is why we have formed the guide above, which discusses the importance of email hygiene, best practices for integrating email verification with data management, and tools you can consider for this purpose.