The High Stakes of Holiday Email Marketing
For e-commerce brands, the Q4 holiday season can account for 40% of annual revenue. Most of this revenue is driven by email marketing. However, many brands enter the season with stale lists full of inactive customers and invalid addresses. Sending a massive campaign to an uncleaned list is a recipe for a deliverability disaster.
Why E-commerce Lists Degrade Quickly
E-commerce lists are particularly prone to "decay." Customers change emails, use temporary addresses for discounts, or simply abandon accounts. If you haven't cleaned your list in six months, up to 15% of your data could be invalid. During high-volume periods, these invalid addresses trigger spam filters, causing even your loyal customers to miss your promotions.
The Bulk Cleaning Workflow
- Export Your Data: Pull your subscriber list from platforms like Shopify or Klaviyo.
- Verify at Scale: Use a bulk email verifier to identify undeliverable and high-risk addresses.
- Re-Import and Segment: Prune the "Invalids" and create a "Re-engagement" segment for the "Unknowns."
Final Thoughts
Don't let a year's worth of marketing effort go to waste because of poor list hygiene. Cleaning your e-commerce list before major sales events ensures that your hard work results in conversions, not bounces. It is the most cost-effective way to boost your holiday ROI.