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Email Marketing Strategy to Send Emails on Old Email List

Email marketers often cringe at the mention of sending emails to an old email list. However, many times due to legal reasons or other business related strategies, you have no option but to send out emails to an old list. It’s risky, and never pretty. However, there are email marketing strategy to avoid the inherent risks while sending out emails to an old email list.


Risk vs. Reward

If you need to send out emails to an old or inactive list for legal issues, then you can scroll down to the next step.

However, if it is a choice, then you need to pause before hitting the ‘send‘ button. There are high that many addresses are dead ones, and sending out emails to such a list can put your brand reputation at stake. Along with that, you will do considerable damage to the deliverability and the entire email campaign performance. Apart from the above-mentioned damages, your existing active email subscribers may also feel the impact of such a campaign, but on a negative note. So, you must use a good email marketing strategy to make sure that this email campaign will give you more rewards in exchange for the risk you are about to undertake.

If you are sure, read on for the ways to reduce the negative impact.

Email Marketing Strategy to Send Emails on Old Email List:

Opt for a Valid Clean List

Email lists that are old and inactive often play host to addresses of unknown users and spam traps. It is important you opt for a list validation service and remove all such unwanted addresses. You should run your list through the validation service just before sending emails. If the ratio of unknown users and spam traps is high on your list, then be alert. Proceeding with such a list means inviting spam traps.

List validation services like Datavalidation and Writeverify, provide such feature, which predicts how much percentage of emails are invalid and needs cleaning.

Email Marketing Strategy to Send Emails on Old Email List

Be extra careful with IP addresses and domains

After cleaning your list of unwanted IDs, the next point of concern is the segmentation of your list. For an extended period, a particular segment has been specifically set aside for receiving your emails. Hence, there are possibilities that your old list will now trigger spam complaints and also have very little engagement. Such situation can alert the mailbox providers, hampering your IP address and domain reputation badly.

Thus, you must be very careful with the IP addresses and domains that you will use to send the email. This is one of the most important email marketing strategy to be followed. You can opt for these two basic approaches:

  1. Opt for small volume campaigns stretched over an extended period. Send these campaigns with high-engagement messages to a list of quality subscribers. This brings a balance- you have a larger portion of goods to counterfeit the bad. This will not just minimize the impact but also many will make it to the inbox. To get better results, you must select high volume IP addresses. You will need to monitor your placement very cautiously. If you see a dip, then you must pull back, or try the other approach mentioned next. Few more tips are mentioned in our Email Marketing Optimization blog post.
  2. You can designate a particular IP address. You use this IP address to quarantine mailings to the inactive list. If you are looking to send an email to a large number of inactive or old subscriber, you will have to sacrifice an IP address to ensure safety and performance of other IP addresses. If you are taking up this approach, then first you must send the email to your most recent or best addresses. These will have more chances of making it to the inboxes. As you continue to send, mailbox providers will either route your emails to the spam folders or block your messages.

With EasySendy Pro; you can easily switch SMTP relays in order to optimise your email delivery through various grade of IP addresses and sending domain setup of your choice; a detail which has been discussed in this blog post- Reasons why Businesses are using EasySendy Pro.

Run a test, if you can

Tried and tested methods work. If you have the option, then you can try an experiment with a small portion of your list. Monitor the results minutely to understand what is the best possible way to proceed with the remaining list. If you are opting to send emails for purposes other than legal, then you will need to monitor the engagement level carefully. Also look for the negative metrics like unsubscribe or complaints.

Read more: 11 Important Email Marketing Metrics You Should Know

Carefully Monitor

If you are all set to deploy, you must monitor carefully- whether you are sending an email blast to a large list or trying out with small portions. Rope in your SMTP relay provider so that any damage can be controlled in time.

Implementing most of  these email marketing strategy helps you to send the emails to an old email list.

About EasySendy Pro-

EasySendy Pro is an email marketing platform for the digital marketing team. It integrates with multiple SMTP relay service providers and enables delivery of email campaigns to a list of opt-in emails. You can split test email deliveries across the relay servers and check reports, track email clicks, opens of each email campaign. It also has smart autoresponder and email list segmentation.

To support Micro-Deliverability in Emails; currently, EasySendy Pro allows integration with SMTP relay gateways like Amazon SES, Mandrill, SendGrid, SparkPost, LeaderSend, Dyn, Elasticemail, MailGun, SendinBlue, MailJet, TipiMail, and MailerQ. If you are sending an email to a list of above 25,000 email subscribers, then, Micro-deliverability of the email through multiple SMTP gateways provide better email open rate.




Really helpful… thanks


This is a fantastic blog post Ankit! It is short and crisp which makes it good to read on the whole. I agree with each and every point that you have mentioned in the blog. However, I am super lazy when it comes to A/B testing but reading your blog, I feel I must follow it as well. Well, your blog will help my startup to acquire more knowledge about email marketing. In a way, thanks for the aid.

Mona Williams

Hey Ankit, this is a very professional write up. Thank you for sharing the blog. The points are great as I completely second each of them. Quite a big help for most of the email marketers

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