Episode 85: Spring Cleaning Your Email List

04/04/23 • 5 min

Spring has sprung and the weather is improving here in Michigan where I am recording this episode, which means it's time for spring cleaning!
I know, I know, this podcast is called Imperfect Marketing but hey, spring cleaning is great for a variety of things—including your email list.
So, let’s talk about list hygiene.
Would you rather have an email list of 3,000 people OR a list of a few hundred SUPER engaged subscribers?
Don't get me wrong, a large list does sound amazing, but it all boils down to engagement. All systems keep getting smarter and many will dock your deliverability if you have low engagement rates.
What it boils down to is this: does your list size matter if many of them do not read or look at your emails?
Don’t get me wrong, I do love that email marketing keeps you top of mind whether someone reads an email or not; unfortunately, we do want them opening or looking at some of the emails.
If you don't, email providers like Gmail, Outlook, and Yahoo will start flagging your emails so they go into spam.
You need to create content that people want to read and engage with, and the more your subscribers engage with your content, the better Gmail, Outlook, and Yahoo think of you.
So, how do we do that?
Spring cleaning your list!

Look at your metrics and select anyone who hasn’t engaged with your emails in like 6 months. With Apple pre-opening your emails, you could use “opens” to be more conservative, and it won’t exclude everyone.
Send these subscribers an email to see if it is time to go your separate ways. If they want to stay on your list, have them click a button and take them to a thank you page you create on your website just for that.
Then, pick everyone who didn’t click on that button and remove them from your email list. I usually give it a week or two.
If you want to give people more time, you can separate your email database into two segments. Those who haven’t engaged with your emails and everyone else.
This will allow you to add some copy or pre-header into the version of the email that goes to those who haven’t engaged to see if this is one of the last emails they are going to get from you.
If this is the first time you are doing this, the number of people you remove from your list could be staggering, and it hurts. I know. I've been there!
Why pay for those contacts who aren’t engaging with your content, don’t want it, and won’t buy from you?
A big list doesn’t mean anything without people who are engaged and want to receive content from you.
Have you done any spring cleaning on your email list? How did it go? Let me know at [email protected].

Free email marketing tools:

Looking to leverage AI? Want better results? Want to think about what you want to leverage?
Check and see how I am using it for FREE on YouTube.
From "Holy cow, it can do that?" to "Wait, how does this work again?" – I've got all your AI curiosities covered. It's the perfect after-podcast snack for your tech-hungry brain.
Watch here

Send us a text

Free email marketing tools:

Previous Episode

Episode 84: Authority Marketing with Kim Thompson-Pinder

Send us a text

Thank you for tuning in to another episode of Imperfect Marketing! Today's guest is Kim Thompson-Pinder of RTI Publishing and the Author to Authority podcast. We had an amazing, insightful conversation about the power of words, publishing books, and authority marketing.
So, what is authority marketing? It's embracing your expertise and using your knowledge to provide value to clients. Focus on your niche and let your knowledge shine!
Click here to access the transcript and follow along.
Other topics include...

the importance of niching down
identifying your target audience
and taking the next steps if you've thought, "boy, I should write a book!"

Have you ever considered writing a book? Do you consider yourself an authority in your niche? Let me know at [email protected].

Connect with Kim Thompson-Pinder

Related Links and Resources:

Next Episode

Episode 86: Faith And Your Brand

Send us a text

As we head into the Easter Weekend, I wanted to go a bit off-topic and talk about faith and faith's interactions with your brand, business, and community.
Your faith does not have to be separate from your business OR brand, which is what I want to explore in this episode.
In case you didn't know, I am Catholic. I am Christian. I believe that we are obligated to make a positive impact in this world and help wherever we can, and that shapes how I live!
That being said, I totally understand if faith isn't something you want to hear about. It's okay! I won't be offended if you skip this episode, and I promise I'll be back next week with more marketing lessons learned.
Regardless of your personal beliefs—Christian, Jewish, Hindu, Muslim, spiritual, or something else entirely—faith can be a defining characteristic and I think it's important to feel comfortable displaying it.
Faith can be shown in many different ways—some direct and some subtle.
I joined an amazing group of Christian women called 4Word. I haven’t made some meetings recently (life has been busy, busy lately!), but it is an amazing organization that was started by Diane Paddison, author of the book Work, Love, Pray.
I LOVED her guiding principles for faith in the workplace, and had to share them:
Be a Full-time Christian:

Turning faith on and off is difficult—if not impossible.
Remember WHO You Work For:

Diane says that she fully believes that every good gift—even her job— comes from God. When you are at work, focus on serving your employer, but don't forget you are also serving God.
As an example, if you are a slacker but are constantly sharing your beliefs, you're not focused on doing your job to your best ability. Your coworkers and clients aren’t going to respect the faith of a slacker.
Respect Your Colleagues:

Always remember that the person next to you may be as devoted to their faith as you are to yours. Respect that!
Show, Don’t Tell:

This is my FAVORITE principle and is one I strive to accomplish. The way you live speaks louder than the words you use. As St. Francis of Assisi once said, “Preach the gospel at all times—if necessary, use words.”
Look for Allies:

Pay attention to the details. People will note things and mention other topics and over time, you'll find allies and build camaraderie based in faith.
Watch Your Language:

Even if someone asks you a question that could invite you to talk about your faith, always think before you speak. Keep your response simple, powerful, and to the point.
If someone wants to learn more, they'll ask! It's important to provide that option because not everyone is looking for your full faith journey.
I hope you all have a great weekend, and if you have any comments or questions about today's episode feel free to reach out!
I promise I show, not tell, more often than not, and wanted to create an episode for those curious about incorporating their faith into daily business life.