One of the tasks that most panic usually generates and is most necessary is to clean up users, eliminate those with which we are not getting the results.
One of the things we have learned in recent years and what has been the best results has been to throw what is not worth . Putting the focus correctly and achieving an optimal orientation to results (and therefore measuring and testing everything) should be our main ally. And for that it is necessary to perform a thorough cleaning and analysis of our database at least every 6 months (it all depends on your cadence capturing subscribers).
The vast majority of people would get their hands on their heads. Respect those who only look for volume and feed their ego with the data. But we are looking for results. And the results are not obtained with volume but with the right mix of volume and quality . Think about it, what good is it to have 20000 users if they have not interacted with you since they subscribed or for more than 6 months? Yes, at the time they would want to receive our news, but then their day to day is full of information, more or less useful, that makes them quickly forget if they had subscribed to one site or another.
WHY DO YOU NEED TO ELIMINATE HALF OR MORE OF YOUR SUBSCRIBERS?
OPTIMIZE YOUR DATABASE
You do not want to have anyone who is not really connected. In Inbound we are interested in maintaining a manageable but, above all, connected volume of users. If the user is not connected we will not be able to use it to make lead nurturing campaigns . So having no optimize that data volume and, what is worse, using it, will only generate worse metrics in the results.
This is not a competition to get all users in the market. It is a project that needs results and, therefore, if we think of results, everything that separates us from these must be eliminated. There is no compelling reason to keep a user who has not interacted with us in the last 6 months. And if there is not even a minimal evidence that the user is going to suddenly activate one day do not spend efforts in those that have generated nothing and duplicate the efforts for those who have.
We are always obsessed with incorrect metrics. This is not about “opening rate” or “ctr”. The question is what percentage of users who have opened one of the last 20 communications have interacted in some way with the last email. An important thought: never think about the whole dataset, think about active sets of data .
One of the great principles to internalize in digital is the experimentation. If we talk about experimentation we are also talking about eliminating that which is not workingand trying something else. That cyclical process of learning that we should never lose sight of because it is what makes this medium great. It is what I like to contemplate in the following way and that marks absolutely everything we do:
It is the last reason and not the least. Yes, price. Hubspot, Mailchimp and most providers working on email marketing charge by volume of our database. So keeping it small will be more interesting if it is not to ruin us with users we do not even need.
If I encouraged you to start deleting subscribers, audit your database with some tool like DataValidation and eliminate those users with a negative score. Cheer up!