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Welcome to the SnapRetail Podcast! These bite-sized episodes will give you the email, social media, and website marketing advice you need to market your small business and get the most out of SnapRetail.  The information we present is delivered by our Customer Success Team, easy to understand, and Made for Main Street! 

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Mar 9, 2017

How to Maintain a Healthy Email List

Hosted by Justin Shoup and Vince Ventura


  • What is a “healthy” email list?
  • Why is a healthy email list important?
  • What steps should you take to curate a healthy email list?

What is a “healthy” email list?

  • A healthy email list is engaged - opening and clicking emails.
  • A healthy email list is void of unsubscribes, bounces, and spam complaints.

Why is a healthy email list important?

  • To be legally compliant.
  • Deliverability is impacted by engagement.
  • Deliverability is impacted by spam traps - recycled and pristine honeypots.
  • Most email marketing software solutions including SnapRetail charge  you based on the number of email addresses in your account.

What steps should you take to curate a healthy email list?

  • Use double opt-in when collecting email addresses online.
  • When collecting email addresses in-store avoid using hand-written entry forms.
  • Contests (especially when giving away a large prize) will typically result in a large number of unengaged email addresses. Give away a product or gift certificate for your store. Alert the winner by email address only.

Key Points:

  • Use an email marketing service provider (SnapRetail of course!).
  • Evaluate your send frequency - don’t send too many emails, but also don’t send too few.
  • Monitor your unsubscribe rate 1-2% is normal
  • Monitor your bounce rate on the first send after a new large upload.
  • Keep record of unsubscribes and bounces. If you switch providers take these with you or never import them.
  • At least once a year send a re-engagement campaign to unengaged email addresses.
  • Removing remaining unengaged email addresses.