As a benchmark, aim to keep open rate over 2.5%, the nonprofit average as reported by Mailchimp. If your open rate is very low, it could be due to the quality of the emails on your list, or your list’s level of engagement. Low Open RatesĪn open rate is the number of people that open your email divided by the number of people it was sent to. As a benchmark, aim to keep your list-wide bounce rate at 0.5% or lower. In turn, they’ll send your messages to bulk folders, thereby hurting deliverability. Hard bounces: Permanent delivery failures due to an invalid, erroneous address, an outdated domain, or an address which has fallen out of use.Ī high bounce rate can indicate to email providers that your list is spammy.Soft bounces: Temporary delivery failures and can occur for a variety of reasons such as the subscriber’s server being down or inbox being full.Still, you should keep an eye on the rate to make sure there isn’t a technical issue. Most EMPs (email marketing providers) will clean an account of bounces. A bounce rate is the number of bounces divided by the number of people the email was sent to. It could be due to their inbox being full, the email address being wrong, or any other number of issues. Bounce RateĪn email bounces when it’s not able to be delivered to a subscriber’s inbox. Click To Tweet Unclean List Indicators: Bounces and Low Open Ratesīelow are the 2 main indicators of an unclean email list: Bounce rate and low open rates. How to Marie Kondo your email list: Discard all email addresses that spark bounce. In this guide, we’ll walk through what it means to have an “unclean” email list, how to know if your account has a problem, and how to clean it to optimize your nonprofit email marketing strategy. This can in turn affect your email deliverability, leaving you to fall in spam filters. This can ultimately lower your engagement metrics like open and click-through rates. But even with an organized account structure, faulty or disengaged emails can be added to your list. What makes a “clean” email list? And how do you go about cleaning a list that isn’t clean? Let’s talk about email hygiene: You want to set your account up for success in the ideal structure for your email marketing tool, or you can update your account following our guide.
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