THE EMAIL GROWTH SHOW EPISODE 167

Today we’re diving into something that is absolutely crucial for maintaining a healthy, thriving email list: how to clean your email list & keep your subscribers engaged.

Now, I know it’s tempting to focus all your energy on growing your list, and trust me, I’m all for that! But today, we’re talking about what happens after you’ve built that list. How do you ensure that the people on it are engaged, interested, and actually opening your emails? Because the truth is, even if you have thousands of subscribers, it won’t matter much if they’re not paying attention.

So in today we’ll break down the actionable steps you can take to clean your email list, re-engage inactive subscribers, and ensure that you’re building a community of engaged followers who are excited to hear from you.

Click play to listen to the episode in full below:

Why Is It Important To Clean Our Email List?

Alright, let’s start with why it’s so important to have a clean email list. I get it – growing your list feels exciting. But having a large list doesn’t automatically mean you’re going to see results. In fact, it can sometimes have the opposite effect.

You see, if you’re consistently sending emails to inactive or uninterested subscribers, your engagement rates will drop, and that can harm your email deliverability. Email service providers like Gmail and Outlook notice when your open rates are low and may start marking your emails as spam – not just for the inactive subscribers, but even for the ones who are engaged. And you don’t want to end up in the spam folder!

List hygiene is all about making sure your emails are getting seen by the people who care about your content. Keeping things clean by removing inactive subscribers helps improve your open rates, increases your click-through rates, and ensures that your marketing efforts are going to the right people. See… it’s kind of a big deal.

So how to clean our email list… the first thing I want you to think about is getting into a habit with it. Set aside time every quarter to review your email lists data & metrics. Look at who hasn’t opened an email in the last 90 days and segment them into a separate list for re-engagement. This small habit will not only pay off in the long run, but also make it easier for you to action as you’ll be in a routine of keeping it clean.

Step #1 – Segmenting or Tagging Inactive Subscribers

So – the first step when it comes to keeping your email list clean is segmenting inactive subscribers. This step is essential because it helps you target the right people for re-engagement. Most email service providers make this easy, just set up filters to identify who hasn’t opened or clicked an email in the past 30, 60, or 90 days.

Once you have that list of inactive subscribers, it’s tempting to just hit delete and remove them altogether (in full transparency, that’s how I’ve been doing it for the longest time!) But I have to say – don’t be like me – try running a re-engagement campaign first. What is a re-engagement campaign? This is a series of emails designed to remind them why they signed up in the first place and get them interested again. I like to think of it as a bit of a gentle nudge.

The best part? Re-engagement campaigns give you a second chance with people who may have gotten distracted or simply missed your emails. Plus, because open rates aren’t actually black & white – some of the subscribers that your email service provider has marked as ‘cold’ or ‘inactive’ might actually NOT be – so if you just bulk delete them like I’ve been doing, you might be deleting ideal clients that actually do want to be there and have been opening your emails. I know…

When it comes to your re-engagement campaign, it’s important to make these emails feel personal and valuable – think must-read content, or even just a friendly check-in. You want them to feel like they’re missing out by not engaging with your emails. So… how do we do this? After you segment your inactive subscribers, I want you to create a simple, three-part re-engagement sequence. The first email can be a reminder of why they joined your list, the second could offer a free resource or discount, and the third could be a ‘last chance’ message asking them if they still want to stay on the list. If they don’t engage after that, THEN it’s time to remove them.

Step #2: Running Effective Re-Engagement Campaigns

Let’s take a closer look at re-engagement campaigns. The key here is to reignite interest and remind your subscribers why they joined your list in the first place.

One fun strategy is the ‘choose your own adventure’ email. Ask your subscribers to pick what kind of content they want more of. This does two things: it gets them clicking and re-engaging, and it also gives you valuable insights into their preferences.

Another idea is to send a special ‘we miss you’ offer. Maybe it’s a discount on a product or service, or perhaps it’s access to exclusive content that only your most loyal subscribers get to see. The point is to show your inactive subscribers that you still care about them and that they’re missing out by not engaging with your content.

You can also try a more personal approach. I’ve seen great success with an email that says something like, ‘Are we breaking up?’ This playful subject line tends to get a lot of attention and makes it clear that if they don’t engage soon, they’ll be unsubscribed.

So plan your re-engagement campaign with a mix of playful and valuable content. For example, start with a fun subject line like ‘We miss you!’ followed by a valuable offer in the second email. In the final email, make it clear that they’ll be removed if they don’t engage. It’s okay to add a little urgency here – people need that extra push sometimes!

Step #3: When to Remove Inactive Subscribers (and Why It’s a Good Thing!)

Now, I know the idea of removing subscribers might seem counterproductive, especially if you’ve worked so hard to grow your list. But here’s the thing – removing inactive subscribers is actually a positive step. When you keep people on your list who are no longer interested, you’re diluting the value of your efforts.

A smaller, more engaged list is way more powerful than a large, disengaged one.

After running your re-engagement campaign, if someone still hasn’t opened or clicked on your emails, it’s time to let them go. Trust me, this will improve your open rates, click-through rates, and even your email deliverability.

Plus, it frees up space for people who are genuinely interested in what you have to say.

So set a date to review your email list after your re-engagement campaign is complete. Anyone who hasn’t opened or clicked in the last 90 days should be removed. It might feel scary at first, but remember, this is about quality over quantity.

… Lastly, Focus On Consistently Delivering Value To Your Email List.

Finally, the best way to keep your list engaged is to consistently deliver value. Whether it’s a freebie, a quick tip, or a heartfelt story, your subscribers should look forward to hearing from you. Keep your emails relevant and personalized. Remember, email marketing is all about building relationships.

But it doesn’t stop there. You need to keep an eye on your metrics. Regularly check your open rates, click-through rates, and unsubscribes. If you notice a dip in engagement, it might be time to switch up your content or re-evaluate your audience’s needs.

To wrap up, keeping your email list clean and engaged isn’t just a best practice – it’s essential if you want to see real results from your email marketing efforts. Remember, a smaller, engaged list is much more powerful than a large, inactive one.

So here’s my challenge to you: take the time to clean your list this week. Segment out inactive subscribers, run a re-engagement campaign, and don’t be afraid to let go of the people who no longer engage. Trust me, this will not only improve your metrics but also your relationship with the subscribers who are truly interested in your content.

And if you’re ready to dive deeper into strategies that help you grow and maintain an engaged email list, be sure to grab my Ultimate Collaborations Guide! It’s packed with tips and actionable steps for partnering with aligned businesses to grow your list faster and with higher quality leads. Head to the link in the show notes to download it now!

Thanks so much for tuning in today. I hope this episode inspired you to take a proactive approach to keeping your list healthy and engaged. I can’t wait to hear about your progress! Be sure to reach out and let me know how it goes, and if you haven’t yet, don’t forget to subscribe and leave a review. I’ll catch you in the next episode!”

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Full Transcript:

Kylie Kelly [00:00:00]:
Removing inactive subscribers is actually a really positive step. When you keep people on your list who are no longer interested, you’re diluting the value of your efforts. Are you a female business owner frustrated with battling the algorithm and looking for growth strategies that don’t involve awkwardly pointing or dancing online or throwing cash at paid ads? Welcome to The Email Growth Show. I’m your host, Kylie Kelly, visibility and email marketing strategist. I grew my email list from 0 to almost 10,000 subscribers in less than 2 years, and the same is possible for you too. Are you ready to build your email list and start making more money in your online business? Let’s head into today’s episode. Hey. Hey.

Kylie Kelly [00:00:47]:
Welcome back to the Email Growth Show. I’m your host, Kylie Kelly, and today we’re diving into something that is absolutely crucial for maintaining a healthy, thriving email list. How to keep your email list clean and engaged. Now I know it’s tempting to focus all of your energy on growing your list and trust me, I am all for that. But today, we’re talking about what happens after you’ve built that list. How do you ensure that the people on it are engaged, are interested, are actually opening your emails? Because the truth is even if you have thousands of subscribers, it won’t matter much if they’re not paying attention. So in today’s episode, we’ll break down the actionable steps you can take to keep your list clean, how you can re engage inactive subscribers, and ensure that you’re building a community of engaged followers who are excited to hear from you. Now before we get started, let’s talk about why this topic is especially relevant right now.

Kylie Kelly [00:01:41]:
Now at the time of recording this, we are about to start a brand new year. 2025 is pounding on the door wanting to be let in. So I wanna make sure that you start this new year with at least half your list opening your emails. If you can keep your list clean and engaged into the start of next year, it ensures that you’re gonna get the highest ROI on all your hard work when it comes to your q one sales, when it comes to launching your next offer, when it comes to hitting some of those big goals that you’re setting for the new year, you need your email marketing to be working. So if that sounds good to you, grab a pen and paper because we’re about to dive on in. So to kick us off, let’s start with why it’s so important to have a clean email list. I get it. Growing your list feels exciting.

Kylie Kelly [00:02:26]:
It’s so much more sexier. Right? But having a large email list doesn’t automatically mean you’re going to see results. In fact, it can sometimes have the opposite effect. Why? Because if you’re consistently sending emails to inactive or uninterested subscribers, your engagement rates will tank. Email service providers like Gmail and Outlook notice when your open rates are low and they may start marking your emails as spam. And that’s not just for the inactive subscribers, but even for the ones who are engaged. And we do not want to end up in the spam folder. List hygiene is all about making sure your emails are getting seen by the people who care about your content.

Kylie Kelly [00:03:03]:
So keep things clean by removing inactive subscribers helps improve your open rates, increases your click through rates, and ensures that your marketing efforts are going to the right people. See? It’s kind of a big deal. So how do we do it? How do we clean our email lists? The first thing I want you to think about is getting into a habit with it. Set aside time every quarter to review your email list data and metrics. Look at who hasn’t opened an email in the last 90 days and segment them into a separate list for reengagement. This small habit will not only pay off in the long run, but it also makes it easier for you to action as you’ll be in a routine of keeping it clean. Okay. So step 1, segmenting or tagging inactive subscribers.

Kylie Kelly [00:03:45]:
So the first step when it comes to keeping your email list clean is segmenting inactive subscribers. This step is essential because it helps you target the right people for reengagement. Most email service providers will make this easy. Just set up filters to identify who hasn’t opened or clicked an email in the past 30, 60, or 90 days. Now once you have that list of inactive subscribers, it’s tempting to just hit delete and remove them altogether. In full transparency, that’s how I’ve been doing it for the longest time. But I have to say, don’t be like me. Try running a re engagement campaign first.

Kylie Kelly [00:04:17]:
What is this? This is a series of emails designed to remind them why they signed up in the 1st place and get them interested again. I like to think of it as a bit of a gentle nudge, and this is what I will be introducing in 2025. Now the best part of this is that a reengagement campaign gives you a second chance with people who may have gotten distracted or simply missed your emails. Plus, because open rates aren’t actually black and white, some of the subscribers that your email service provider has marked as cold or inactive might actually not be. So if you just bulk delete them like I’ve been doing, you might be deleting ideal clients that actually do wanna be there and have been opening your emails. I know. Pain in the arse. So when it comes to your re engagement campaign, it’s important to make these emails feel personal.

Kylie Kelly [00:05:04]:
Now what do you send? When it comes to your re engagement campaign, it’s really important to make these emails feel personal and valuable. Think must read content or even just a friendly check-in. You want them to feel like they’re missing out by not engaging with your emails. So how do we do this? After you’ve segmented your inactive subscribers, I want you to create a simple 3 part re engagement sequence. The first email can be a reminder of why they joined your list. The second could offer a free resource or a discount. And the third could be a last chance message asking them if they still wanna stay on the list. If they don’t engage after that, then it’s time to hit the delete button.

Kylie Kelly [00:05:40]:
Now let’s dive in a little bit deeper. You know in this podcast that I like to give you some really tangible next steps. So I want to take a closer look at these re engagement campaigns. So the key here with these is to reignite interest and remind your subscribers why they joined your list in the first place. One fun strategy is to choose your adventure email. So ask your subscribers to pick what kind of content they want more of. This does 2 things. It gets some clicking and reengaging and it also gives you valuable insights into their preferences.

Kylie Kelly [00:06:09]:
Another idea is to send a special we miss you offer. Maybe it’s a discount on a product or service or perhaps it’s access to exclusive content that only your most loyal subscribers get to see. The point is to show your inactive subscribers that you still care about them and that they’re missing out by not engaging with your content. You can also try a more personal approach. I’ve seen great success with an email that says something like, are we breaking up? This playful subject line tends to get a lot of attention and makes it clear that if they don’t engage soon, they’ll be unsubscribed. So plan your re engagement campaign with a mix of playful and valuable content. For example, start with a fun subject line like, we miss you, followed by a valuable offer in the second email. In the final email, make it clear that they’ll be removed if they don’t engage.

Kylie Kelly [00:06:56]:
It’s okay to add a little urgency here. People need that extra push sometimes. Now I know the idea of removing subscribers might seem counterproductive, especially if you’ve worked so hard to grow your list, but here’s the thing. Removing inactive subscribers is actually a really positive step. When you keep people on your list who are no longer interested, you’re diluting the value of your efforts. I’ll repeat that. You’re diluting the value of your efforts. A smaller, more engaged list is way more powerful than a large disengaged one.

Kylie Kelly [00:07:29]:
So after running your re engagement campaign, if someone still hasn’t opened or clicked on those 3 emails, it’s time to let them go. Trust me. This will improve your open rates, improve your click through rates, and even improve your email deliverability. Plus, it frees up space for people who are genuinely interested in what you have to say. So my love, set a date to review your email list after your re engagement campaign is complete. Anyone who hasn’t opened or clicked in the last 90 days should be deleted. It might feel scary at first, but remember this is about quality over quantity. And lastly, focus on consistently delivering value to your email list.

Kylie Kelly [00:08:09]:
The best way to keep your list engaged is to consistently deliver value. Whether it’s a free resource, a quick tip, or a heartfelt story, your subscribers should look forward to hearing from you. Keep your emails relevant and personalized and remember, email marketing is all about building relationships. But it doesn’t stop there. You need to keep an eye on your metrics. Regularly check your open rates. Check your click through rates. Check your unsubscribes.

Kylie Kelly [00:08:35]:
If you notice a dip in engagement, it might be time to switch up your content or reevaluate your audience’s needs. Now if you’re a little bit lost when it comes to what these email analytics are and how you can use them to grow your business, go back a few episodes. Episode a 161 talked all about analytics and how they are actually your best friend when it comes to refining your email strategy. I shared everything from what to expect, what to aim for, and what to do when you’re not hitting the numbers that you are aiming for. So again, episode a 161 which was called Email Marketing 101. What are email analytics and how to use them to grow your business? I’ll put the link to that episode in the show notes for you as well. So to wrap this up, I just wanna really drive home that keeping your email list clean and engaged, it isn’t just a best practice. It isn’t just a suggestion.

Kylie Kelly [00:09:24]:
It’s actually fucking vital and essential if you wanna see real results from your email marketing efforts. Remember, a smaller engaged list is more powerful than a large inactive one. So here’s my challenge to you. Take the time to clean your list this week. This is the perfect timing to get it done so that you’re starting 2025. You’re starting this new year with a clean engaged email list. So segment out inactive subscribers, run a 3 day re engagement campaign, and don’t be afraid to let go of the people who no longer engage. Trust me, this will not only improve your metrics, but also your relationship with the subscribers who are truly interested in your content and will get to actually see it more often.

Kylie Kelly [00:10:06]:
Now if you’re ready to dive deeper into the strategies that help you grow and maintain an engaged email list, make sure you grab my ultimate collaborations guide. It’s packed with tips and actionable steps for partnering with aligned businesses to grow your list faster with higher quality leads. Head to the link in the show notes to download it now or just simply over at kyliekelly.com/guide. Thank you so much for tuning in today. I hope this episode inspired you to take a proactive approach to keeping your list healthy and engaged. I cannot wait to hear about your progress. Be sure to reach out and let me know how it goes and if you haven’t yet, don’t forget to subscribe and leave a review. I’ll catch you in the next episode.

Kylie Kelly [00:10:46]:
Bye for now. Thank you so much for tuning in to this episode of The Email Growth Show. I hope you found valuable insights into the next steps you can take to grow your email list and boost your business without relying on social media or paid ads. If you enjoyed this episode please take a moment to rate and review the show and share it with others. Your feedback helps me reach more female entrepreneurs just like you, who are ready to say goodbye to social media and leverage email marketing to grow their business and make a bigger impact. Thank you so much for listening and I’ll see you in the next episode.