How Minimizing Email Churn Can Fix Your Deliverability

Jul 22, 2014 | Blog, Partner

Churn is the enemy of effective marketing, dissolving email deliverability and ultimately making it more challenging to connect with customers. Bounce rates can be heavily impactful on deliverability, putting stains on your delivery IP. On average marketers lose around 30% of their email database to attrition annually, or around 2.5% per month in the retail industry. A recent mailchimp study found that even non-responding subscribers are more likely to purchase more often. Customers become familiar with the brand, they understand your products, your culture and your messaging, which makes your sales process much simpler.

How to minimize email list churn?

Build Your Own Lists

Email lists are an asset and must be protected. Purchasing lists can ruin campaign deliverability, they often include many undeliverable emails or inactive addresses.

Transparent Opt-ins

Subscribers should be added voluntarily, ask your customers for consent and ensure they understand what they are signing up for. This will help you to avoid unsubscribes down the line.

Contact Subscribers ASAP

Once your subscribers are added to your list, reach out to them straight away. Your customers will want to know what the list is for and what your business is about, a simple welcome email can help.

Track Interaction

If your messages are not getting opened, or clicked this is a clear warning sign. Either your subscribers are not interested, or the contact information you have is not valid. Monitor bounce rate & opens closely.

Use Email Change of Address

You can reconnect with inactive subscribers and those with incorrect contact information, all while improving campaign deliverability and protecting your I.P.

How Email Change Of Address Can Help

Email change of address is an efficient and effective way to grow your list without spending a lot. It can be around 50% cheaper than acquiring new email addresses. The added benefit is reconnecting with list subscribers you have lost due to attrition. Cleaning the list, will usually lead to increased ROI and improved campaign interaction. These subscribers likely already have a proficient understanding of your business, products and services, making them far more receptive to your messaging. Keeping existing customers happy is also critical for any business, leaving those that have joined membership, loyalty or subscription programs in the dark can often lead to alienation, disappointment or disengagement with the brand.

As an example, a leading pet supply retailer leveraged ECOA service to refresh their email list, they were able to gain a 25% increase in sales by reconnecting with these members. They discovered that 40% of the email records were unreachable, many users had since deleted, or changed their email addresses, incorrectly entered their email address, or stopped activity.

Effectively making these customers unreachable, resulting in very high bounce rates in email campaigns. Stemming deliverability in other campaigns and causing inbox placement to suffer. (Got a lot of emails going to junk/other, this is probably why). Using the ECOA tool this company was able to update 30,000 customers, cleaning inactive, bounced and invalid emails. Resulting in, improved total deliverability, and increasing the ability of the company to reach interested customers that have been left in the dark.

Teamwork partner, FreshAddress, takes a unique approach to refreshing the email list; prioritizing list hygiene and accurate data sets. Identifying potential matches, requesting permission and eventually replacing the email in the database. New matches then go through a final hygiene process, deliverability check and active status.

Are you interested in taking a look at an email acquisition process that’s at least 50% cheaper than your current spend and drives higher ROI? Email: [email protected]

Related Posts

What Trends Will Shape Retail Businesses In 2023?

As retail businesses strive to stay competitive and relevant in the ever-evolving digital landscape, it is important to understand what trends will shape their business models over the next few years.  2023 Trends in the Retail Business By 2023, retailers will need to...

read more

Retail Outlook in Latin America: Peru

Perspectives for the Andean Country In this  outlook series of Retail in Latin America, we provide a vision of the challenges and perspectives of the retail sector that changed so much during the pandemic, and that forces us to change priorities to take advantage of...

read more

Holiday Shopping Guide

The holiday season is upon us and that means it's time to start shopping for gifts! If you're looking for some inspiration, look no further than our holiday shopping guide. Also, Black Friday and Cyber Week are just around the corner, so you can buy your gifts at a...

read more

Sign up for the newsletter

By submitting this form, you acknowledge that you have reviewed the terms of our Privacy Statement and consent to the use of data in accordance therewith.

Mobile POS

The Best Mobile POS App

Order Management System

The Cloud-Based Infrastructure

Inventory Management

Complete Visibility of Inventory


Empower your Sales Team

Secure CRM

Holistic Customer Experience

Reporting & Analytics

Enhance the Value of Your Data


Seamless Integrations

High End Apparel POS

Put customer management first

Footwear & Apparel POS

Empower associates and focus on the customer

Museum POS

Customize the customer journey

Stadium & Arena POS

Drive efficient customer journeys

Success Stories

Watch our case study videos


Commerce Talks is a retail industry podcast

Press Room

Teamwork in the news

Fact Sheets

Product suite information

The Team

Our retail vision


Join our team

Teamwork Cares

Volunteer branch

Contact Us

Holistic Customer Experience

Support Portal →

Support for Teamwork clients

Contact Us

Share This