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One of the biggest challenges email marketers face today is achieving engagement with email marketing.
Getting someone to sign up to your email list is a challenge on its own, but receiving no engagement can be downright frustrating.
Advancements in technology offer a wide variety of tools – including email list cleaners – that can help improve your engagement metrics. This article will explore how you can use an email list cleaner and other strategies to boost your email engagement.
What is an email list cleaner, and how can it increase engagement?
An email list cleaner, more commonly known as an email verification tool, identifies invalid email addresses in your email list.
Running your existing email lists through an email list cleaner can help you identify which email addresses you might want to take action on, either by removing them from your list entirely, or limiting how often you contact them.
In addition to one-off cleaning of your email lists, some tools will also offer email verification at point-of-capture through an email verification API. This helps to ensure that you only collect real, valid email addresses in the first place.
Email list cleaners are popular with email marketers as they can help to increase the percentage of your mailing list that engages with your content by allowing you to remove inactive or invalid email addresses altogether.
How does this work?
How do email list cleaners improve engagement?
While an email list cleaner won’t directly increase the number of subscribers who engage with your content, it can help to increase the percentage of subscribers who engage, by removing those who are least likely to engage.
Essentially, scrubbing your email list now and then can help create a more targeted list of engaged contacts and helps you focus on prospective leads who are interested in your products and services.
As a result, you can elevate your marketing game by sending out personalized, tailor-made content to your audience such that it meets their preferences. This can help you avoid much-feared spam complaints and bolster engagement via increased open rates, click-through rates, and (hopefully!) the likelihood of sales conversions.
If your email list contains bots and other illegitimate addresses, you run the risk of them reporting you as spam or blocking you. Your recipient’s email provider can take note of this and flag your entire system, thus negatively tarnishing your sender reputation. Therefore, using an email verification tool can help significantly reduce the chances of this ever happening.
How to use an email list cleaner (or email verification tool)
Now that we’re clear on the benefits of using an email list cleaner or verification tool, let’s jump into how to do so:
Step 1: Set criteria for disengaged subscribers (and other criteria for removal from your email list)
Before you start removing leads from your email list using an email verification tool, you’ll want to define:
- What constitutes a “disengaged” subscriber for our business, based on your objectives and goals
- The level of risk you’re willing to accept for a given email address
Let’s explore these two criteria in turn.
You’ll want to draw a line between an “inactive” subscriber and a “disengaged one,” because the former could mean that you have to remove them permanently, while the latter might mean that you could capture their interest with the right targeted marketing.
Does being disengaged mean that they haven’t opened your emails in three months? One year? Have they not responded to any offers, campaigns, and bonuses in the past 6 months?
Based on these results, you can decide which email addresses you’re willing to cut from your list, and which you’d like to target with a new strategy, such as a personalized email, discount code, or targeted offer.
The goal is to give one last shot at reengagement before you permanently write them off.
Risky email addresses
The other criteria you’ll need to consider before you use an email list cleaner or verification tool is the level of risk you’re willing to work with for a given email address.
For example, an invalid email address might be an easy “no” in terms of keeping it on your list.
But what about a “low quality” email address, or one that returns an “unknown” result?
It can be helpful to decide where you draw the line, and whether there are email addresses that, while not perfect, you’d be willing to retarget before removing them entirely.
Step 2: Use a dedicated email verification tool
Next, you’re ready to put your email list through an email list cleaner or dedicated verification tool such as Kickbox.
Kickbox leverages advanced technology to offer you a suite of deliverability tools including email list verification. All you have to do is just drag and drop your contacts into Kickbox’s interface and the automated system will sort out the good, the bad, and the ugly.
Once you’ve completed your verification, you can also take advantage of ongoing email verification through a real-time email verification API that verifies email addresses at point-of-capture.
As a result, you can not only uphold your sender reputation and improve deliverability, but you can also reduce the cost of your email campaigns by sending emails only to valid contacts.
Step 3: Remove inactive subscribers and spam mail
Finally, with the data from your re-engagement attempts and email verification, you’re ready to decide which email addresses stay and which go.
If reengagement doesn’t work, you can be confident to mark those email addresses as inactive or conclude that the email address was invalid all along. These recipients don’t open, click, or engage with your emails, so removing them will help create a more targeted email list.
Then, you can remove all “invalid” emails, plus any of the other categories that you set during Step 1, leaving you with a beautifully clean email list!
4 other ways to increase engagement through email marketing
While verifying your email list can help increase your engagement indirectly, there are a range of other strategies you can employ to boost those click-throughs.
Improve email deliverability
Email marketers and salespeople invest a lot of time and money building prospect lists, crafting perfect messages, optimizing landing pages, and enhancing their marketing campaigns. Their biggest nightmare? Finding out that their emails landed in the recipient’s spam folder. But why does this matter?
If promotional emails meet the dreaded spam folder, marketers would not be able to feature their products and/or promote their services. As a result, this can translate to poor sales and can drive profits down. Therefore, ensuring that your emails end up in your client’s inbox is key to increasing engagement
Although mail providers allow you to see whether your emails are delivered, they give no information regarding where they end up. Kickbox’s inbox placement tool lets you see where your emails are landing within each Mailbox Provider so you can optimize your campaigns, create customized content to increase interactivity, and increase your email ROI.
Is there anything that infuriates an email marketer more than scam emails masquerading as genuine?
Spammers and bots are increasingly sophisticated, to the point that some may be able to use your domain and send emails without your permission, aiming to siphon sensitive information from your customers or trap them in their money-making schemes. Simply put, they can pretend to be you in order to commit fraudulent activity.
Kickbox’s DMARC (Domain-based Message Authentication, Reporting & Conformance) monitoring system ensures that all mail sent from your domain is legitimate. With real-time monitoring, both you and your subscribers can be confident that your emails from your account have been authenticated and legitimate.
Make a good impression
No customer appreciates a copy-paste, generalized, bland, and boring email.
One great way to increase engagement is by helping customers to feel as though the email was specifically tailor-made for them. In doing so, customers tend to appreciate the time and effort you put into crafting this content, which makes them feel valued.
Make it about how the business can add value to the customer — not the other way around.
For instance, it’s highly recommended to not only confirm consent to marketing communications but to send a welcome email to customers before you bombard them with promotions, discounts, and call-to-action buttons to your product’s page. The average open rate for a welcome email is 50%, which makes it much more effective than regular newsletters.
In addition to that, the layout, design, and placement of your call-to-action buttons, links to landing pages, images, and the like play a major role in engagement rates.
Experiment with all the components in your mail to discover which templates yield the best engagement with your particular target audience. If you want that extra assurance, Kickbox’s email testing tools let you test email campaigns, email templates & HTML emails before you send them – helping you to create awesome and consistent user experiences across all platforms.
Verify your email lists and improve engagement with Kickbox
The time and effort invested into planning and crafting your emails won’t do any good if your email list consists of inactive subscribers, spammers, and bots who don’t engage with your content.
Kickbox’s suite of deliverability tools offers email list verification capabilities that clean your email lists by removing disposable emails and inactive subscribers leaving you with valid email addresses. Coupled with real-time verification using our API you can put your best foot forward in terms of deliverability.
Sign up today and arm yourself with the tools required to bolster your engagement.