I checked our bounced emails report. Do you want me to “unsubscribe” or “delete” them? I’ve just “unsubscribed” a couple and then realised “delete” is also an option. What’s the difference?
Also if a contact says “this address has been cleaned” there is no delete of unsubscribe option. Why is that and what does it mean?
This is a great question because list hygiene is an important (but frequently ignored) part of being a responsible direct marketer. List hygiene is all about keeping your list up to date, as far as this is possible. Now people move jobs all the time and so being 100% up to date is unrealistic – but each time you send out an EDM (electronic direct mail message) there will be people whose emails bounce or they choose to unsubscribe.
- The unsubscribe option means they stay on the list as a historic record (they were once subscribed and now are not).
- Delete is only suitable when someone has died
- When they change jobs and their email address has moved domains, I don’t delete them, if they re-subscribe, I update their email address so you retain a complete record of their subscription (it’s just a new address for the same person)
Cleaned email addresses
Cleaned contacts have addresses that have hard bounced, or repeatedly soft bounced, and are considered invalid.