Grand Cleaning Time has come for your contact lists! It’s time to dust, rub and shine this inventory of valuable names for your email marketing campaigns, and so for your business. Clean your mailing lists is one of the best ways to achieve good results in terms of deliverability, engagement and performance.

What is the cleaning of a mailing list?

By cleaning, here we mean the regular update of your mailing list by eliminating the obsolete contacts, the inactive, the incorrect information (bad information, faults, etc.), as well as the unsubscribed no longer wishing to receive your emails. In this way, you get a clean, clear, accurate and up-to-date list, offering a much better quality of interaction with the remaining contacts.

Why clean your broadcast lists?

Keep a good hygiene of your mailing lists is a source of many benefits for the business :

  • Improvement of your reputation as a sender (significant drop in the rebound rate)
  • Best deliverability
  • Best rate of openness and clicks
  • Best commitment rate
  • Best conversion rate
  • Confidence relationship between subscribers and business
  • Client satisfaction rising
  • Rising performance of your marketing campaigns
  • Increase in business income

With a clean mailing list, you can focus fully on your engaged contacts, those who have a real interest for your products / services, and offer them targeted, personalized content based on their expectations and needs.

This also offers you the possibility of achieving significant savings, since you do not get tired of creating huge and expensive email campaigns that will only affect a small part of the targeted audience. The other gain concerns the expenses of the management and sending of emails, because the larger the list, the higher the price. Each contact on this list costs you money, better focus on the right people. Thus, clean and thus reduce your lists, allows you not only to pay less, but also to enjoy all the benefits cited higher.

Clean your mailing lists

A first cleaning

Before you start in detail, start by removing what is most obvious, namely inactive contacts, erroneous or obsolete addresses, the contacts that have reported you as spam and people who have unsubscribed.

A second cleaning

Then delete or merge the duplicates. You do not want to send your message twice to the same person, it’s usually not appreciated. Also remove the too general role-type addresses such as “,”, and prefer real names to send your email to a specific individual. Finally, delete the addresses causing hard bounces thanks to

Segment your contacts

You can now go to the segmentation by ranking remaining contacts according to their commitment:

  • Contacts that still open your emails or regularly;
  • Contacts that open your emails on a punctual way;
  • Disengaged contacts that very rarely open your emails;

Think Re-engagement campaign

For the last two groups above, especially disengaged, it may be interesting to launch a targeted campaign to re-engage them. You can remind them why they registered and try to revive their interest in proposing, for example, an exclusive offer. Do not forget to always leave them the opportunity to unsubscribe if they wish.

This will allow you to revive the commitment of those who are interested, and to remove those who are definitely not.

And after?

Once your mailing list is clean, make it possible to keep it as long as possible, which involves a regular maintenance. How often to clean up your lists? There is not a precise frequency, it will depend on several elements like: the size of the list, the frequency of your shipments, performance, etc. In general, it is recommended to clean at least one to twice a year, but it can also be monthly or quarterly, for example.

It is up to you to check if, depending on the analyzes of the results of your campaigns, your mailing list seems to need a cleaning. If for example you have a drop of the opening rate, an increase in people who are unsubscribed or spam investments, in this case a cleaning is needed. In addition, larger lists require a larger cleaning frequency than small lists.

Another essential point to maintain the good health of your mailing list (and if it is not already done): for future campaigns, set up a double opt-in to ensure you acquire contacts that really want to receive your emails.