You work hard to build your subscriber database … so why would you want to delete subscribers?
Like your desk becoming overrun with paper piles, or your PC becoming littered with folders and files, so too can your client database (ecommerce system) become disorganized and out-of-control. It’s a good idea to go through it at least three times a year, and see what can be re-organized or deleted.
Three key areas that you will want to look at:
1. Contacts/Subscribers: This is a BIG area that you need to stay on top of. Did you know that if you continually email to subscribers who NEVER open your emails, you get penalized by your ISP – it’s seen as a form of spam? Also, if you’re running a double opt-in list, such as I do through 1ShoppingCart, I bet if you go through and look at all those subscribers who have NEVER confirmed their email address, you’ll find hundreds, or even thousands of unconfirmed subscribers. If someone doesn’t confirm their subscription to your list right away, chances are they never will!
Given this, two areas that you need to focus on during your clean up are:
i. Segmenting your database between those who open your emails and those who don’t. And for those contacts who haven’t opened an email in the last 90 days, take them out of your main email list and move them into a re-engagement campaign. And if they don’t take action after that, delete them.
ii. Deleting bad email address, i.e. those that hard bounce or have technical issues, and those subscribers who have never confirmed their optin request (if you’re running a double opt-in system).
Here’s the thing, with many of these ecommerce systems you’re charged for the number of contacts in your database – whether they are confirmed or not! So if you’re getting close to your quota, and your contact database is filled with people who you can never email, you’re not making the space for new people to come into your community. Same too goes for people who never open your emails.
2. Autoresponders/Email Lists: as you go through your business throughout the year, you’ll probably create different lists of subscribers for different activities, e.g. product purchases, free teleclass registration, online program registration, internal lists, lists that are segmented etc. etc. and you can quickly end up with hundreds of different lists of subscribers (autoresponders in 1ShoppingCart / tags in Infusionsoft).
Your system will quickly become cluttered with all of these different lists, and it will make finding specific lists harder. Having to sift through a ton of different lists to find the one that you want (because you can’t remember what you called it) wastes time.
Clear up your autoresponder lists by going through each of these lists and deleting the one(s) that you no longer need. Don’t worry … when you delete an autoresponder (or tag if you’re using Infusionsoft) you are not deleting your contacts; you’re simply deleting the list.
3. Products: As with autoresponders/email lists, you can very quickly build up a library of different products that you’ve offered over the years. Again, go through your list of products and delete all the one(s) that you no longer sell or need.
Again, deleting your products doesn’t mean you’re deleting contacts; you’re simply deleting the product. Your contacts are still there, plus their purchasing history is still intact too. So you can still see which product(s) they bought, and when.
Having a system in place where you are constantly monitoring the health of your client database is a good system to have. It means that you’re consistently emailing to a high-quality list of people who open and read your emails.
Note: I did this exercise recently, and deleted over 3,000 subscribers … and it felt good!
Where do you need help in cleaning up your client database? Post in the comments below and let me know; I’d love to help.
(c) 2016 Tracey Lawton Training & Consulting LLC