While some may think this is the wrong thing to do, it really isn’t!  The concept is really about precise targeting  – essentially marketing to  your best, most qualified lead only, as those are the leads you will be most likely to convert.

We’ve all done it – we’ve all subscribed to an email list just to get information, a free whitepaper, etc.  We really are not interested in buying right now or maybe not ever.  So, when we get that future email or e-newsletter, we will delete it upon sight if we are too busy to unsubscribe at that moment.

Eventually, we will tire of deleting your emails and maybe mark them as spam, affecting your reputation as a sender.

Unfortunately for that organization, this action will greatly affect the metrics used, such as open rate, conversion rate, and click-thorugh rate,  to assess email marketing performance.

Now, if you are the marketer for this organization, imagine your great big email marketing list being made up of what could be typically over 45% of these kind of subscribers!

Oh, the horror! Its time to take steps to clean your list.

1. Delete any subscribers that do not actively open your e-mails.
2. Send a survey to determine what can be done to improve your emails.
3. Avoid sending to subscribers you don’t want, example: don’t add emails purchased from a 3rd party list.

By identifying and removing dead weight subscribers from your email list, you’re ensuring that all subscribers are most likely to engage with your emails.

Of course, if you’re not sure how to optimize your email marketing lists and campaigns, contact a professional! SouthWest Direct offers email marketing campaign developement for a number of industries.

For more information, visit www.swdirect.com!