Maintaining a clean insurance email list helps agencies and brokers improve their online reputation, increase deliverability, reduce complaints and increase conversion rates.
In order to have a clean list, you need to manage bounces, “age” your list, eliminate inactive users and allow subscribers to update information. Here are a few tips on how to do this.
1. Manage bounces:
Create a policy in which you remove an email after four or more “soft” bounces. You should also remove all emails after a “hard” bounce. Hard bounces are typically removed by any quality email marketing engine, but you should check your email database to ensure this is being done correctly. Soft bounce policies vary by vendor, but keep a close watch on those bounces as they impact deliverability and reputation.
2. No longer at…
Over time, people change email addresses, leave a company or lose interest in your organization. An increase in your email bounce rate can indicate that you need to increase your list maintenance. You should remove employees, who are no longer working at their former company or who have retired, after every emailing campaign.