An eCommerce email marketing campaign has been meticulously planned and sent out; now, you wait patiently for sales to begin flowing in. However, you’ll hear the complete opposite: crickets! Radio silence is in effect.
Take heart; this occurs to everyone in email marketing, so don’t be alarmed. Eventually, the number of individuals who open and click on your emails drops, and you get the impression that your subscribers are just “meh.” Email lists naturally degrade by 22.5 percent per year. Taking a serious look at your eCommerce email marketing plan is one approach to getting to the bottom of this. Practice proper email hygiene as an alternative.
What is Email Hygiene?
Email list hygiene removes subscribers who are no longer interested in receiving your emails. As a consequence of cleaning your email list, you won’t be promoting those who aren’t interested in receiving your emails. Your email marketing ROI increases as a result of this.
This post explains why it’s time to clean up your email list and the symptoms that indicate it’s time. A step-by-step approach to email list cleanliness is also included, allowing for more efficient email marketing for eCommerce businesses.
Clean up your email list if any of these 5 things are happening.
When does it make sense to maintain the cleanliness of an eCommerce email list? It would be best if you were on the lookout for the following five red flags.
Falling open and the number of clicks.
Open, and clickthrough rates are two of the most readily apparent indicators of a problem. Every email marketing solution gives numbers on how many of your subscribers opened & clicked on the links in your emails. Email open rate standards differ from sector to industry, but what matters most to you is whether open rates are stable, improving, or falling.
A rise in the number of people opting out
A rise in the number of unsubscribes is another indication that individuals do not want to receive your emails. Because we’ve all done it, having individuals unsubscribe from your mailing list is expected. The unsubscribe rate is the most vital metric to keep an eye on. As long as your unsubscribe rate is within the normal range for most email lists, there’s no need to worry. If your unsubscribe rate is more than 0.5 percent, cleansing your list is a must if you want to restore your unsubscribe rate to normal.
A high percentage of visitors leave the site.
Check your email marketing software’s bounce report. This stage is where emails fail to arrive because of an incorrect email address, an overflowing inbox, or other technical issues.
Having many incorrect email addresses implies that your open and click rates will suffer. High bounce rates might ultimately harm your email’s overall deliverability.
There are more reports of spam.
Spam complaints are worth keeping an eye out for. You’ll be notified of them by your email provider, and you’ll want to keep them as low as possible. People will click “Spam” in Gmail if it’s faster and simpler than scrolling down to the bottom of your email, finding your unsubscribe link, and going directly to your website to complete the unsubscription procedure. Litmus estimates that 43% of its subscribers take this action. Because of this, email deliverability is the last reason why email list cleanliness important.
Email deliverability refers to the ease with which recipients receive your messages. (Since the spam box contains an email that the receiver has received, it qualifies as an inbox for this purpose.)
When too many individuals flag your emails as spam, email providers will block them before reaching their intended destinations. A deliverability rate of at least 90% is considered ideal. You have an issue if it isn’t.