Monitor Bounce Rates: Regularly review your ESP's bounce reports

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Hard Bounces: Immediately remove email addresses that generate hard bounces (permanent delivery failures due to invalid or non-existent addresses). Your ESP often automates this.
Soft Bounces: Monitor soft bounces (temporary delivery issues). If an address repeatedly soft bounces, consider removing it or temporarily segmenting it.
Identify and Remove Inactive Subscribers: Define what "inactive" means for your business (e.g., no opens or clicks in 6-12 months).
Re-engagement Campaigns: Before outright removal, uk email list try a targeted re-engagement campaign. Send a series of emails with compelling offers, asking if they still want to receive your content.
Segmentation: Create a "dormant" segment for inactive subscribers and exclude them from regular sends to protect your sender reputation.
Suppress Unsubscribes and Spam Complaints: Your ESP should automatically handle unsubscribes. Promptly and permanently remove anyone who unsubscribes or marks your email as spam. Ignoring these signals is detrimental.
Leverage List Cleaning Services: For very large or legacy lists, consider using a third-party email validation service to identify and remove invalid addresses.
3. Foster Engagement and Provide Value:
Send Relevant and Valuable Content: The best way to keep subscribers engaged is to consistently deliver content that they find useful, interesting, or entertaining. Irrelevant emails lead to disengagement and unsubscribes.
Segment Your Audience: Don't send the same message to everyone. Segment your list based on demographics, interests, purchase history, or engagement levels. Tailored content dramatically increases open and click-through rates.
Optimize Send Frequency: Find the right balance. Too few emails, and people forget you; too many, and they get annoyed. Test different frequencies to see what works best for your audience.
Encourage Interaction: Ask questions, run polls, invite feedback. The more interactive your emails, the more engaged your audience will be.
Maintain Brand Consistency: Ensure your emails reflect your brand's voice and visual identity, building familiarity and trust.