Maintaining email list health during low season

Maintaining a bloated subscriber list filled with unengaged contacts can severely hinder your email marketing performance. Engagement trumps numbers any day. But why purge unengaged subscribers? 1. Enhanced deliverability:  → Email service providers monitor engagement metrics. → A high volume of unopened emails can flag your content as spam, reducing inbox placement. 2. Cost efficiency:  → Many email platforms charge based on subscriber count. → Removing inactive subscribers can lower costs, allowing you to allocate resources more effectively. 3. Accurate analytics:  → A refined list ensures that your open & click-through rates reflect genuine interest, providing clearer insights into campaign performance. Here are a few actionable steps: a. Identify inactivity:  → Define what constitutes an inactive subscriber for your business— e.g., no opens or clicks in the past 90 days. b. Re-engagement campaigns:  → Before removal, attempt to rekindle interest with targeted emails offering value or asking for feedback. c. Regular maintenance:  → Schedule periodic list clean-ups to ensure ongoing engagement & list health. By proactively managing your subscriber list, you: → Protect sender reputation → Enhance engagement → Ensure your messages reach those who truly value them How often do you audit your email list for engagement? Drop your strategies in the comments below.

If you run an eCom brand, your email list is one of your most valuable assets. But if you don't keep it clean - it can lose steam (faster than most realize). And getting momentum back isn’t a straightforward, or quick, process. The best method to keep momentum, other than sending quality messages and targeting appropriately, is to clean your list. 3 steps for email list hygiene: 1. Remove hard bounces and invalid email addresses. 2. Regularly re-engage inactive subscribers with targeted campaigns. 3. Segment your list and send targeted, relevant content to each group. Don't let inactive subscribers damage your sender reputation.  Re-engage them or remove them. Because, without a healthy email list, you risk your deliverability, open rates, and conversions.

Your email list is too big, and that’s the problem... Everyone brags about how big their list is. But a bloated list full of cold, unengaged, or dead emails? That’s not an asset. That’s a liability. Here’s what bad list hygiene leads to: 📉 Low open rates 📉 Spam folder placement 📉 Higher unsubscribe rates 📉 Crushed sender reputation Here’s how to fix it 👇 🧹 Remove Ghost Subscribers ✅ If someone hasn’t opened an email in 90–120 days, it’s time to sunset or suppress them. ✅ Exceptions? Only if they’ve purchased recently or are active on another channel (like SMS). 📩 Run Re-Engagement Campaigns (Smartly) ✅ Before removing them, send a simple 2–3 email winback flow: “Still want to hear from us?” Include a reason to stay: a benefit, a new offer, or even just a brand update. 🧠 Monitor List Health Monthly ✅ Look at these KPIs: - Open rate - Click-to-open - Spam complaints - Bounce rate A dip in any of these = time to clean up. 🚫 Never Buy or Import Random Lists Seems obvious, but… still happens. ✅ If they didn’t opt in, they don’t belong on your list. Period. ⚙️ Pro Tip: Create an “engaged” segment that updates automatically (opened or clicked in the last 30–60 days). Send to this group first for important sends to protect deliverability. Your list isn’t about size. It’s about quality, intent, and action. Keep it lean. Keep it warm. #emailmarketing #ecommerce #ecom   #listbuilding #klaviyoemailmarketing #emailstrategy   #retentionmarketing #scalingbrands #EmailsThatPrintMoney #InboxRevenuePlaybook