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Run reengagement campaigns for inactive subscribers
(and if they remain inactive, remove them.)
A "soft bounce" occurs when you send an email and there's a temporary deliverability problem: it could be that a
server is down, or that an inbox is full. It's really not anything to worry about, and chances are, you'll be able to get an
email through to that contact in the future.
In contrast, a "hard bounce" indicates that there's a permanent deliverability problem. If you get a hard bounce when
you send to a particular email address, you'll never be able to deliver an email to that address. Ever. And if you
keep sending emails to addresses that hard bounce, it can negatively affect your reputation and your messages could
end up getting blocked. The moral of the story: remove those hard bounce email addresses from your list as soon as
you see them.
1
If there are people on your email list who never open your emails …
why do you keep sending to them? At the end of the day, you're
better off sending to a smaller list of of highly-engaged contacts than
you are sending to a larger list that has hundreds or thousands of
people who never open your emails. It's your standard quality
vs. quantity scenario.
But before you pull the plug on all of your inactive subscribers, try
running a re-engagement campaign to see if you can get them
interested again. If that doesn't work, you can send a notification
email that indicates a contact's subscription period is about to end,
and prompt them to re-subscribe.
Remove hard bounce email addresses from your list immediately.
List Cleaning
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