Maintaining a clean insurance email list helps agencies andbrokers improve their online reputation, increase deliverability,reduce complaints and increase conversion rates.

In order to have a clean list, you need to manage bounces, “age”your list, eliminate inactive users and allow subscribers to updateinformation. Here are a few tips on how to do this.

1. Manage bounces

Create a policy in which you remove an email after four or more“soft” bounces. You should also remove all emails after a “hard”bounce. Hard bounces are typically removed by any quality email marketingengine, but you should check your e-mail database to ensure this isbeing done correctly. Soft bounce policies vary by vendor, but keepa close watch on those bounces as they impact deliverability andreputation.

2. No longer at …

Over time, people change email addresses, leave a company orlose interest in your organization. An increase in your emailbounce rate can indicate that you need to increase your listmaintenance. You should remove employees, who are no longer workingat their former company or who have retired, after every emailingcampaign.

3. Eliminate inactive users

Create a policy where you remove contacts if they don't openemails or don't respond to calls to action after a specifiedperiod. Or separate these users into multivariate test campaigns tosee if you can induce interaction with a completely differentapproach.

4. Manage subscription

Offer subscribers a chance to change the frequency of emails orupdate their information. This is often better than a simpleopt-out, as recipients may want to limit frequency instead ofcompletely opting out of your campaigns.

Sending information subscribers no longer want can increase spamcomplaints. Sending emails to inactive email addresses can hurtyour reputation with ISPs. Improve delivery, open rates,click-through rates and conversions with proper insurance email marketing listmaintenance.

Related: 5 simple ways to use email to build relationshipsand grow sales