A healthy email list has a high percentage of engaged recipients. They open your emails and click on the links you provide. And sometimes they give you money.
Assuming your emails provide valuable content, your metrics will reach or exceed industry standards.
Clearly, some in your audience will become disengaged over time. When this happens, you should have an established “sunset” policy, which removes list members when they’ve failed to open an email for a certain length of time.
The reasons for this are two-fold:
In practice, you should prepare a standard sunsetting email template that notifies subscribers who are set to be sunset. This email would simply offer the subscriber an opportunity to remain on your list. Should the subscriber take no action, they’ll be removed.
On the other hand, should they wish to remain on the list, you should simply have a button to allow them to continue to opt-in.
Kudos to the team at Demand Curve for these insights. If you want to learn more, check out their advanced email marketing masterclass here.
Every email service provider (Mailchimp, Aweber, iContact, Send In Blue, Constant Contact, Send Fox, etc.) allows you to require each new email subscriber to confirm their subscription via an “opt-in” email.
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