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Aaron Kapaun

By: Aaron Kapaun on June 8th, 2016

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Have you cleaned out your lists lately?

Professional Development & Education | Content, Social & Digital Marketing

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If you are like me, this time of year sparks that inner drive to do some serious purging and cleaning.  It’s a time for cleaning and clearing out the old to make way for the new.  Whether in the garage, the storage closet or on your desktop, this is a good time the year to go through the archives and clear out things that aren’t used anymore and/or reorganize them.   The same can be said in Digital Marketing.  If you haven’t already done so, it’s a good time to go through your lists and tidy things up a bit.  Using old lists can have a negative effect on your deliverability especially if you aren’t keeping up with proper hygiene.  Here are some handy Do’s and Don’ts from our Team at HighRoad.

Don’t get caught in bad habits

“It’s easy to get into habit simply reusing old lists, but this can sometimes cause more harm than good.  You may save yourself a little time up front, but by spending more time to keep your lists updated, you will get a much stronger ROI.”  – Aaron Kapaun, Project Manager, HighRoad Solution

Do: re-segment and send a more targeted message

“Relying on old lists or segments means that you're already setting yourself up to send the same message to the same group.   Why not re-segment your list and send a more targeted message to those users who didn't open your email but visited your ecommerce page or filled out a form to download the latest ebook?” – Maneesha Manges, Director of Consulting, HighRoad Solution

Don’t reuse old lists

"After authentication, list hygiene is the 2nd most important factor for your email reputation. Do not reuse lists older than 6-months. Lists older than 3-month should be run through a list validation tool before using to suppress bad email addresses." -Jenny Lassi, Director of Operations, HighRoad Solution

Do: Use only the best lists for improved engagement rates

“Data is the foundation of the Marketing Triangle so it’s critical to make sure you are using only the best lists.  The next step is to make sure that you are creating messages that talk to or connect with those specific people in order to generate the response you are looking for.  By sending the right message to the right list of people, you will see better engagement rates.  Better engagement rates help to improve your deliverability and ensure your messages continue to land in the inbox.” – Adam Higgins, MarTech Consultant, HighRoad Solution