Yes, you are quite correct! Email hygiene is critical in your company’s operations and success. Always keep in mind that a short but well-maintained clean list of email IDs is more beneficial than a huge list of useless contacts, so keep your lists brief and tidy. Furthermore, keeping excellent email hygiene helps to boost the reputation of the sender as well as the deliverability rate of the material.
Even though email marketing has come a long way, it is still considered to be one of the most effective and least expensive strategies available in the world of digital marketing. The email list of any company that connects with its customers via email should be kept in good condition.
There is a phrase that goes, “We are what we continually do,” and this holds for your email hygiene practices as well. The more you practice good email hygiene, the more successful your campaign will be.
In addition, if such emails are ignored, they end up in spam bins.
So let’s have a look at how we may avoid this and maintain good email hygiene.
1. Horizontal & Vertical Consistency
When you keep all of your contacts and other associated information in one place, you name this list “the database.” A database is typically created using Microsoft Excel. This database should be well-organized and kept up to date at all times.
You must ensure that the data is consistent on both the horizontal and vertical axes. To put it another way, you should double-check the column headings and add the vertical data to the horizontal data that follows it along with the Excel sheet. As an example, suppose you have three columns in your spreadsheet: the name of the company, the company name, and the email ID. When reviewing the list, if you discover that the email address provided against a certain name does not match it, or that the domain name belongs to a different organization, you should double-check the information.
A well-maintained, sanitary database ensures that the proper audience is reached and that the rate of conversions and audience engagement is increased significantly. Nonetheless, handling large volumes of mail can be a time-consuming and intimidating undertaking. As a result, integrating email API can help you save time and minimize workload. As a result, you will have access to many features and services of the email platform, which will aid in the establishment of a relationship with your customer.
2. Check KPIs
Checking KPIs [Key Performance Index(s)] is the only way to ensure that email hygiene is maintained and approved. The key performance indicators (KPIs) for email marketing are as follows:
Emails Delivered: The percentage of emails that were delivered out of the total number of emails that were sent.
The click-to-open rate is calculated by dividing the total number of unique clicks by the total number of opened emails.
Bounce Rate: This metric displays the percentage of persons who did not get an email from a particular email distribution list. Emails that bounce permanently (because of invalid email addresses) are referred to as hard bounces, but emails that bounce temporarily (because of any difficulty on the receiver’s end) are referred to as soft bounces.
Unsubscribe Rate: This is the percentage of people who have unsubscribed from your content as a percentage of the total number of subscribers. These are the individuals who do not find your content to be engaging or relevant in any way.
The Click-Through-Rate (CTR) is a percentage that indicates how many individuals opened the email and clicked on the link that was included in it.
Spam Complaints: The audiences who file spam complaints have plainly lost interest in the content and should be removed from the distribution list immediately.
Social Shares: While this is not a mandatory KPI, it is beneficial to provide your audience with a share button if your material is acceptable for sharing on social media. Keep the sharing process as simple as possible, and keep an eye out for new comments on the article.
Forwards: This is a useful key performance indicator to keep track of. If a member of your audience passes the email to another person, you have an opportunity to broaden your reach.
Conversions: This is the most essential key performance indicator. When comparing the conversion rate to your target, you will be able to determine how successful the conversion was.
Artificial Intelligence (AI) has the potential to increase conversion rates. By increasing sales and consumer engagement, it enhances the likelihood that your audiences will become customers for your company.
3. Unresponsive Contacts
Email marketing is a strategy of communicating with and creating relationships with clients that use electronic messages. We must examine the key performance indicators (KPIs) listed above to understand how customers responded to the ads.
To discover the contacts who are not responding to emails, we must first look at the number of emails that have been opened and the number of contacts who have not opened them. You can conclude after 60-90 days of closely watching specific audiences’ interaction patterns. It is preferable to eliminate such an audience from the database if they do not open the emails they get.
Even though you can send them an auto-subscription email after a gap of 30-60 days. If they open it, they will once again be added to your list of contacts.
4. Frequent Audit of the Database
The frequency with which a database should be updated is not predetermined in advance. It is entirely up to the senders to decide how frequently they wish to audit the database and how much time they have available.
After each campaign, you must do an audit of your database. It ensures that your database is up to date and ready for the next marketing campaign. If you have a small number of campaigns going, you can also refresh your list on a quarterly or half-yearly basis.
5. Personalized Campaigns
This is the most underappreciated and difficult aspect of email marketing to master. While most businesses would like to tailor each email to a specific recipient, doing so is more difficult than it appears.
When it comes to keeping your viewers interested, curating personal content for them is the most effective strategy you can do.
According to studies, it increases the click-through rate by 2.5 times and the conversion rate by 6 times.
Follow the recommendations in this article to ensure that your marketing initiatives perform better and achieve the desired results. You’ll undoubtedly succeed in maintaining good email hygiene!