Nina De la Cruz is one of the team at Getsitecontrol, an on-site engagement and email marketing platform used by 1,000s of eCommerce brands worldwide.
If your email performance has started to slip, your list could be the culprit. Nina reveals how better list hygiene can improve engagement, strengthen deliverability, and help you get more value from every email you send.
Dive in:
[04:51] Importance of cleaning email lists
[07:05] Email list cleaning steps
[11:48] Email list cleaning strategies
[14:44] Evaluating aggressive list growth strategies
[18:17] Insider Tips from Nina!
Treat Your Email List as an Asset, Not a Vanity Metric
Many brands focus on growing their email list as quickly as possible. Nina argues that list quality matters more than list size. A large list filled with inactive or disposable addresses will hurt your results. It can reduce engagement rates and damage your sender reputation. eCommerce brands should focus on attracting subscribers who genuinely want to hear from them and are likely to become customers.
Clean Your List Before Problems Affect Deliverability
Email list cleaning should happen before deliverability issues appear. Nina highlights three key moments to review list quality: during platform migrations, after aggressive list-building campaigns, and before re-engagement sends. These activities often introduce low-quality or inactive contacts into your database. Sending to those contacts can trigger spam filters and lower inbox placement rates. Regular list cleaning helps ensure your best customers continue receiving your emails.
Use Engagement Data to Protect Future Performance
Mailbox providers are paying more attention to how subscribers interact with your emails. If too many people ignore your messages, future campaigns may struggle to reach the inbox. That makes subscriber engagement a critical metric for every eCommerce marketer. Nina recommends automating re-engagement campaigns and removing contacts who no longer interact with your brand. A smaller but highly engaged audience will often generate better results than a much larger inactive list.
Takeaways:
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