Purging your email list is no fun. No one wants to watch their email subscriber count plummet with the click of a button. But, I am here to tell you the good news about purging your list: By doing so, you are actually increasing the value of the entire list by boosting your email reputation and deliverability rate.
Email service providers have become increasingly sophisticated over the years. Gmail is likely the leader in the webmail space, with the most sophisticated spam filter on the planet. However, they didn’t get this notoriety over night. In fact, it took years of understanding user’s email habits to be able to detect spam as well as they do. And how do they detect spam, remove it from your inbox, and place it in the spam bin with 8,523 messages we never see? They’ve learned from you and I — And our habits.
When email is delivered to the inbox of any of the large email providers, it is generally understood by them whether or not that email is of interest to its recipient. This is based not only on how your recipient reacts when email from you arrives, but how other recipients react as well. When a large number of recipients ignore an email from your company, there is a greater likelihood that it will not reach the inbox of your subscribers who actually do want to read your email.
In fact, Having a large percentage of your list ignore your email is dragging the entire list down.
Sure it’s nice to see a large number of subscribers to you email list, but digging into your list’s analytics a bit will tell the dark side of the list’s story. There are probably a number of people who subscribed and forgot about you or are no longer interested, but are too lazy to click unsubscribe (What? People are lazy? No way!). It happens quite often, in fact.
Why bother to send to the people that don’t open your email?
The chances are very slim that they ever look at what you sent them and you know now, that they are hurting your chances of making it into the inbox’s of the people who DO want to get your email. So, the answer is: Don’t bother.
Yes, it’s a case of missed opportunities. Yes, you could have done something different to better engage them. And yes, there is hope for you still! Take this as a learning experience and purge your email list of those who are ignoring your email anyway. You will gain the side effect of gleaning real metrics that reflect your open rate and click-throughs based on a clean list; rather than deciphering the open rate and click-throughs of a list with a large percentage of dead weight. In the end, those real numbers are what matter most.