Email marketing lists, on average, decay at a rate of 23% per year. Because of this, if you aren’t continually adding new leads, refreshing your lists, and removing stale contacts, you could be damaging you sending reputation.
What is a stale email?
A stale email is an invalid or old email that hasn’t interacted with your email or been sent to in a long time. Stale emails lead to high rates of unsubscribing and spam complaints. The more up-to-date and clean your list is the better your deliverability will be because your leads will be engaged with your email. Engaged leads really want to hear from you. We recommend that you reconfirm stale emails by contacting the lead via phone or text. We do not recommend that you put stale emails in drip campaigns or mass messaging.
How to find stale email within CINC?
Use the 'Lead Engagement' filter.
You can find your unengaged leads for property alerts and communications using this filter. Also, you can find leads at risk of going stale based on their property alert engagement.
What to do with stale email?
Below are some tips on how to keep your email list clean.
- Reconfirm or Remove Stale Email. Contact your lead outside of CINC email. Call the lead or text them to confirm that their email is still accurate and that they want to hear from you. If they don’t reconfirm, it is best to trash them from your contacts.
- Update your Mass Messaging and Campaigns. If you’ve been identified as having an poor email health, we recommend you look for any leads who haven’t opened any communications recently ('At Risk' or 'Unengaged) and remove them from drip campaigns.
- Remind Leads When and Where They Signed Up. Remind them of who you are and how you got their contact information. And as always NEVER purchase a list.
- Update Property Alerts. If you haven't communicated with a lead in over 6 months or seen them log into the platform in that same timeframe, you should consider stopping their property alerts or at minimum reducing their frequency to monthly. Don't start a lead that is older than 6 months on daily property alerts.