3 list factors
you must check before rolling email campaigns
Though the success of your email marketing is dependant
on many factors including the pitch, subject line, landing
page, email format etc., this article focuses on just
one important component that can drastically improve your
conversions – your email-marketing list.
The cornerstone of email marketing –The list
- The accuracy
- The recency
- The adequacy
What should you look for while
checking on the accuracy of your list?
Typos: If your data is collected
from registrations made by visitors to your website, there
are chances that a typographical error occurred at the time
of registration. If the data is manually entered, there are
chances that errors occurred during data entry. Ensure to
set right your data before you use it for email marketing.
Repeated entries: Repeated entries occur
due to two reasons – Repeated web registrations, and
multiple file maintenance – A visitor to your website
could register his email more than once resulting in multiple
entries. If you have more than one business list file, there
is possibility that the two files have some of the emails
repeated.
Antic entries: There are people who make prank registrations
on websites. Entries such as asdf@asdf, adf@lakd.com
are antic entries. Using such data for email marketing increases
bounce back rates and can damage your relationship with ISPs.
Look out for the typos, repeated and antic entries before
rolling your email campaigns.
What should you look for while
checking on the recency of the list?
Outdated email addresses: 3 to 10% of email
address change per year. Email addresses change faster than
postal addresses. Increasing amount of spam, frequent change
of jobs are among the causes why people change email addresses.
Due to these reasons, the email addresses in your database
could have become obsolete.
Check out when your list was last updated to avoid using
bad emails for campaigning.
What should you look for while checking on the adequacy of
your list?
Complete coverage of your targets: You could
miss out sending emails to qualified prospects if you do not
have the email addresses of all your target audience in your
list. If your list has only the targets’ name and postal
address and no email address, you should ensure to add the
current active email address.
Do not miss the most qualified and hot prospects. Add missing
emails to your list.
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