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Follow these guidelines to keep your email list hygienic:
Verify email: Address verification increases deliverability, improves domain reputation and user engagement. There are two steps in the verification process: the user leaves his address, to which he receives a letter with a link to confirm the mailing . There are other methods, such as sending a test message. After verification, the company understands that the user is interested in brand content, so such an address in the database is considered to be of high quality.
Delete inactive users. If users are subscribed to your newsletters, but do not respond to letters, feel free to exclude their addresses from the database.
Avoid spam filters. Users mark emails as spam when they receive something they don't like. Then the reputation of the domain for the mailing list provider (ESP) deteriorates. Their spam filters can stop your emails from reaching their subscribers' boxes.
Reduce costs. Often, providers charge for the number of emails sent. Remove uninterested subscribers from the base - reduce the cost of mailing, because only engaged users will remain. This increases ROI and Open rate, increases the number of clicks on links in emails.
Automate your marketing . It's tiring to go through the list of emails and decide which ones to exclude and which ones to keep. But there are services that will do everything for you: remove addresses with high bounce rates and inactive users for some time. This way marketers save time and focus on more important tasks.
How often to clean the mailing list?
The frequency depends on the size of the base and the company itself. If you don't know if it's time to clean the database or not, check: email open rate, clicks, spam and unsubscribe analytics.
Another metric to consider is the number of new subscribers per quarter. If there are many of them, you will have to work with the database more often. The growth of the bounce rate (undelivered letters) also motivates to “clean up”.
The frequency depends on the specifics of the business. Some companies have to exclude extra addresses once a month, quarter or six months, while others have to exclude them daily. But you need to clean the base at least once a year.
Tidy up your mailing list
The goal of marketers is to increase user engagement. Therefore, removing inactive users is just as important as attracting new ones. Both processes affect the results of email campaigns and give you a better chance of ending up in the main folder rather than spam.
Segment your audience by engagement. Pay attention to those who haven't opened your emails in the last 3-6 months. Send them a reactivation email with "we miss you". If these users do not respond, delete them for a while (for example, before the end of the holiday season, if it's summer).
Let's be honest: if these people stop responding to your emails, then they are not interested in your content. But you can try to return them after a while.
Try to contact customers not via email
If you got your email addresses from some social network, for example you scrape linkedin emails through this tool. Then you have the option to write to those users who do not respond directly to LinkedIn. This can help you avoid losing certain customers.
Go full out
Along with cleaning the database, do not increase the frequency and volume of emails too quickly. You might mistakenly think that email marketing has gotten better, so you don't have to follow the rules.
For providers, a sharp change from a weekly to a daily mailing list and sharp jumps in the volume of letters look suspicious.
It's tempting to send more emails and get a high ROI , but first you need to "warm up" the domain. Take your time and increase your mailing list gradually over several weeks so that you don't end up on the list of spammers.
Summary
Now you know the secret of delivering an email newsletter to the addressee - this is cleaning the subscriber base and gradually increasing the volume of sending letters. Let your target be users who have reacted to your posts in the last six months. Focus on active users, don't rush to send out a lot of emails at once, and expand your email list. Then the mailing will bring results, and the provider will not block your address.
Boris Johnson has said Vladimir Putin threatened him with a missile strike in an "extraordinary" phone call in the run-up to Russia's invasion of Ukraine.
The then-prime minister said Mr Putin told him it "would only take a minute".
Mr Johnson said the comment was made after he warned the war would be an "utter catastrophe".
The claim is made in a BBC documentary on Mr Putin's interactions with world leaders over the years. The Kremlin spokesman said it was a "lie".
Mr Johnson warned Mr Putin that invading Ukraine would lead to Western sanctions and more Nato troops on Russia's borders.
He also tried to deter Russian military action by telling Mr Putin that Ukraine would not join Nato "for the foreseeable future".
But Mr Johnson said: "He threatened me at one point, and he said, 'Boris, I don't want to hurt you but, with a missile, it would only take a minute' or something like that. Jolly.
"But I think from the very relaxed tone that he was taking, the sort of air of detachment that he seemed to have, he was just playing along with my attempts to get him to negotiate."
President Putin had been "very familiar" during the "most extraordinary call", Mr Johnson said.
No reference to the exchange appeared in accounts of the call given by both Downing Street and the Kremlin.
It is impossible to know if Mr Putin's threat was genuine.
However, given previous Russian attacks on the UK - most recently in Salisbury in 2018 - any threat from the Russian leader, however lightly delivered, is probably one Mr Johnson would have had no choice but to take seriously.
IMAGE SOURCE,GETTY IMAGESImage caption,
Boris Johnson received a call from President Putin the day after he met Volodymyr Zelensky in Kyiv
In his response, Mr Putin's spokesman said the former prime minister's claim was "either a deliberate falsehood, in which case you need to ask Mr Johnson why he lied, or it was not a deliberate lie. That is, he didn't understand what President Putin was saying to him".
"There were no threats to use missiles," Dmitry Peskov told the BBC.
Nine days after Mr Johnson's conversation with President Putin, on 11 February, Defence Secretary Ben Wallace flew to Moscow to meet his Russian counterpart, Sergei Shoigu.
The BBC documentary Putin Vs the West reveals Mr Wallace left with assurances that Russia would not invade Ukraine, but he said both sides knew it was a lie.
He described it as a "demonstration of bullying or strength, which is: I'm going to lie to you, you know I'm lying and I know you know I'm lying and I'm still going to lie to you.
"I think it was about saying 'I'm powerful'," Mr Wallace said.
He said the "fairly chilling, but direct lie" had confirmed his belief that Russia would invade.
As he left the meeting, he said Gen Valery Gerasimov - Russia's chief of general staff - told him "never again will we be humiliated".
Another significant encounter in the months leading up to Russia's invasion of Ukraine was with CIA director William Burns, who landed in Moscow on 2 November 2021.
Mr Burns had been circling the Russian capital for hours, as heavy fog prevented his landing, but when he finally arrived at the Kremlin he discovered Mr Putin was not there. Instead, he was sheltering in the southern Russian city of Sochi amid a spike in Covid infections.
The pair spoke over the phone.
The CIA director said he was direct in laying out the message President Biden had sent him to deliver: the US knew what Mr Putin was up to and he would pay a heavy price if he launched such an invasion.
He said the Russian president did not deny planning was underway and listed grievances about Ukraine and the West.
"I was troubled before I arrived in Moscow. And I was even more troubled after I left," Mr Burns added.
Less than a fortnight after the UK defence secretary left Moscow, as tanks rolled over the border on 24 February, Mr Johnson received a phone call in the middle of the night from President Zelensky.
"Zelensky's very, very calm," Mr Johnson recalled. "But, he tells me, you know, they're attacking everywhere."
Mr Johnson says he offered to help move the president to safety.
"He doesn't take me up on that offer. He heroically stayed where he was."