This is a particularly harsh outcome considering the sender could’ve avoided it by simply cleaning their email list. That means their emails won’t even reach the inboxes of engaged customers within that email provider. Hard bounces, spam complaints, and unsubscribes have one thing in common: They negatively impact a sender’s reputation.īased on these factors, email providers can decide to blocklist senders. Unsubscriptions: The recipient doesn’t find the email interesting and unsubscribes from the list.Spam folder placement: The recipient finds the email annoying and marks the email as spam.Hard bounces: The destination mail server rejects the email if the email address is invalid or doesn’t exist anymore.Here’s what may happen when you send emails to that list: Whether the sender sends emails to spam trapsīut what does all this have to do with email list hygiene? Let’s say a significant part of your subscriber list consists of invalid email addresses or unengaged recipients.The worse your sender reputation, the higher the likelihood your emails end up in the spam folder.Įmail providers usually calculate a sender’s reputation based on: If you have a good sender reputation, the email provider considers you a trustworthy sender and gets your email into the recipient’s inbox. The good news is whether your marketing emails reach their destination isn’t random-it depends on your sender reputation. The email arrives in the recipient’s inbox.The email provider blocks the email or marks it as spam. The email bounces from the recipient’s email server.When you send an email, there are a few possible outcomes: After all, sending out emails alone doesn’t guarantee a smooth journey from the email server to the recipient’s inbox. A healthy list improves sender reputation-and deliverabilityĮmail deliverability refers to your ability to get emails to your subscribers when using an email marketing service. Let’s examine how a healthy email list impacts your email marketing efforts in terms of deliverability, customer relationships, data, and costs. You’ll be able to reach their inboxes more effectively-and get your messages across when you need to most. Ultimately, it’s better to have a smaller list of more engaged subscribers. Keeping a clean email list means keeping your subscriber list full of people who actually want to interact with you-and suppressing emails to folks who aren’t active.Īnd it’s key to building a high-performing email marketing channel. Why is a healthy email list so important?
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