How important are technology email lists

Less is more - why you should delete email addresses from your mailing lists

Ask yourself: When was the last time you spruced up your email lists and removed subscribers from your mailing list?

If the majority of recipients have been ignoring your email for a long time, do you really still need them? Remember that it ...

  • … It costs you money to keep sending information to such e-mail addresses
  • ... reduces your chances of interested subscribers receiving your emails

Are you sure you want to keep investing the time and resources for such subscribers? Especially when the chances are slim or hopeless that your e-mails will be noticed?

In this post, we'll explain why it's so important to check your email list regularly and how inactive subscribers can negatively affect the results of your email marketing. Here you will find the right measures with which you can reduce your distribution list without hesitation.

Which subscribers should you remove from your mailing lists?

You have been promoting your e-mail list for a long time, and subscribers who have not clicked on or opened any of your e-mails for months have surely crept in here. With some recipients, your messages may be moved to the trash - or end up in the spam folder, which usually remains untouched anyway.

These are so-called "inactive" addresses. You are probably wondering what the causes for this could be. Here some examples:

  • The motivation has changed. It is possible that these subscribers only gave you their email address because they received a discount or a free download for it. Although there is no longer any interest in your communications, these subscribers do not bother to unsubscribe. Your e-mails are simply deleted unopened.
  • Declining interest in your company or your news. It's normal for interests and preferences to change over time. Even if you certainly helped your customers at the time, you have no influence on some things: for example, a change of residence, possibly to another country, a professional reorientation - or preferences have simply changed.
  • Lack of segmentation in your email marketing. Your customers 'reactions will be limited if you send your emails randomly to all of the addresses on your list, regardless of your subscribers' individual preferences, needs, or other ambitions. A segmentation recognizes the individuality of each address and stands for a more personal service.
  • Your email immediately ends up in the spam folder. In short: your messages remain hidden from the subscriber. This could be because, for example, you use terms such as “€€€”, “cheap”, “Save up to…”, “Toll Free”, or the like in your e-mail, or if you include suspicious URLs or attachments.
  • Your customers have a new email address. There is not much you can do about that - except to hope that you have so far impressed your customers that they will subscribe to your mailing list again.

Why is it so important to remove inactive customers from your mailing list?

There are many reasons for this - we have compiled the most important ones for you here:

Save costs

At first glance, a large email list may seem like something to be proud of. It's like having 5,000 students enrolled in your courses, which confirms the quality of your education. Or like a blog that reaches 20,000 readers - it must be interesting! But the size alone says little about success.

Because this is where the problem lies: the larger your e-mail distribution list, the more you have to pay your service provider for sending out the newsletter. Money that you invest in subscribers who no longer want to read your newsletters. Wouldn't it be better to invest your money in high-quality subscribers and thus increase your chances of attracting potential new customers?

Ask yourself: Do you want a list of 1,000 people, each of whom will open your emails - or continue to send your emails to 20,000 addresses that are likely to ignore your emails or whose filters will filter your messages right away forwards to the spam folder? One thing is certain: 1,000 interested and enthusiastic customers will bring you more sales than a list with 20,000 inactive subscribers.

Increase the deliverability of your emails

Having a lot of inactive subscribers can have a very negative impact on the deliverability of your emails. Because the filter solutions of the e-mail and internet service providers are getting better and better and the more recipients consider your e-mails as spam, the worse it is for the deliverability of your e-mails.

An organized e-mail distribution list is indispensable because it guarantees that your e-mails can be delivered. Always remember: Even if you always kept your promises and you have a loyal customer base, you are not immune to the fact that the interests of your customers change. It is therefore important that you keep your email distribution list up to date.

Increase Engagement

Delete the addresses that keep ignoring your emails and see how interest and engagement grow: more deliveries, more clicks, and more emails opened. Focus on the essential contacts who are genuinely interested in your accomplishments and your messages. Because these are the ones who pay attention to you, visit your website, and ultimately buy your products, regardless of the size of your mailing list.

Clear conclusion: Rely on being more than appearances! You can achieve more with a reduced, but really interested readership than with a large mailing list with many inactive subscribers.

How can you measure the interaction?

Here are a few metrics to look out for:

  • Opening rate - This is the portion of the recipients who actually open your emails. Here are tips on how to further increase the open rate:
    Increase the opening rate of newsletters
  • Click rate - This is the proportion of recipients who click on one or more links in your email.
  • Conversion rate - This is the portion of the recipient who clicks a link in your email and takes a desired action - for example, filling out a form or even buying a product.
  • Number of emails forwarded or shared - This is the percentage of recipients who share your emails on social networks or forward them to friends.

While open rate and click rate are the most important metrics, there is a lot more data you can collect to measure customer loyalty. With each campaign, you can learn more about your subscribers and potential customers: about their interests, their behavior and what ultimately drives them to more interaction.

Check your campaigns regularly and find out how the engagement of your customers is changing. If activity increases, the content of your message or an appealing subject line may be the reason. If you get a lot of clicks, it could be due to your email design or your call-to-action button. If the engagement decreases, then you should check your e-mail delivery and possibly send your messages at a different time or on a different day of the week.

The basic steps to properly organize your email distribution list

Step 1: Delete the inactive addresses and those that have unsubscribed from your mailing list

  • Look for non-delivery reports - the so-called "hard bounces". These are addresses that are either no longer valid or that have blocked the receipt of your e-mails.
  • Then also delete the e-mail addresses that have unsubscribed or from which you have been labeled as spam.
  • There are also service providers for whom you still have to carry out all operations manually. Check which service your provider provides.

Step 2: Start a reactivation campaign from inactive subscribers

Before you finally press the "Remove" button and thus delete the inactive subscribers from your list, make one last attempt. In this way you really make sure that there is no longer any interest and that these contacts only bring you loss.

The best thing to do is:

  • Find inactive users
    You can declare subscribers who have not opened any e-mails from you for over a year as inactive. Use two parameters for this:
    • the time of registration
    • the last time one of your emails was opened
  • Create a separate segment for inactive users
    Create your own list for the inactive subscribers and start a "revitalization campaign" of your inactive subscribers. Send you one last email and find out if you want to stay on your email list.
  • Develop your reactivation campaign and put it into action
    Don't make it difficult for yourself. Formulate your e-mail briefly and simply, for example with the question “Would you like to stay on our e-mail distribution list? The majority of your inactive subscribers are unlikely to respond. But let yourself be convinced of the opposite: some people will open your email and interact with you again.
  • Evaluate your results
    Even if you have not received an answer after 24 hours, you should not delete the relevant addresses immediately. Give the recipients some time to make their decision. Maybe there's a lot going on right now, or you're on vacation or sick. We recommend that you wait a few days.

Step 3: remove, remove, remove

If you have still not heard anything after a few days, it is time to permanently remove them from your mailing list. Here, too, the beginning may be difficult. But you will quickly find that deleting your newsletter is good - after your next email campaign, your list will reward you with significantly more responses.

How you can acquire valuable subscribers and thus replace inactive addresses on your list

Now that you've removed most of your inactive subscribers, it's time to move on to new successes! Replace the removed addresses with new, valuable addresses:

  • Make your messages irresistible. Be transparent and let your subscribers know exactly what you are signing up for. Already mention topics that you will inform your subscribers about in the near future.
  • Also advertise your products or services via social media. Engage in conversations on Facebook, Twitter, and Linkedin. Or just set up your own groups and give useful tips and advice there. When the time is right, encourage selected people to subscribe to your email distribution list. Draw attention to the advantages and added value for your subscribers.
  • Use paid advertising on Twitter and Facebook. This will help you attract subscribers who really care about your business and your content.


As you can see, it pays to clean up your recipient list regularly. Always remember: only with a well-kept e-mail list can everyone who are genuinely interested in your business and your content benefit from your advantages.

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