3 Ways to Spring Clean Your Email Marketing Efforts

By Jenn Alessi


It’s time to shake the dust off your email marketing efforts.

After a long winter, spring is the perfect time to tidy up those lists, air out that content or breathe a little life into your design.

Here are three ways you can spring clean your email campaigns:

1. Clean your list

The most important aspect of any email campaign is the list. While you should try to do a little housekeeping year-round, now is a great time to spring clean your list.

Try sending a reengagement campaign to those subscribers who may have stopped interacting with your emails. Ask them if they’re still interested in receiving your content (and remind them of all the great content you do offer).

If they’re still interested, fantastic! Hopefully this will refresh their memory and they’ll be on the lookout for your emails in the future. If not, clean them off your list and watch your open and click rates improve. Sometimes subscribers lose interest, abandon their email addresses or your content no longer applies to them — and that’s OK. No matter the reason, keeping your list clean will only benefit you in the long run.

2. Refocus your content

This can go hand-in-hand with cleaning your list. Maybe you’ve asked your subscribers what they’re interested in — and it’s not quite in line with what you’re currently sending.

Refocus your content efforts to deliver the content your audience actually wants. You could also segment your list and send targeted content to certain interest groups. For example, instead of sending a generic sports newsletter to everyone on your list, send a hockey or golf newsletter to those interested in hockey or golf.

You can even target your content based on demographics such as location and age! The more targeted your content, the better your results.

3. Refresh your design

Maybe it’s been a few years since you’ve changed the layout of your newsletter or updated your logo. Make sure your email marketing efforts match your new look.

Depending on how much time you have, simple design tweaks can make a big difference. Or, get the design team together and brainstorm fresh, new ideas from scratch. Not only is a design refresh great for team camaraderie, it could also be just what you need to wake up your subscribers’ inboxes and grab their attention.