So you want to fire up your marketing efforts, and that in-house email list you’ve been building for years seems like a great place to start. If it’s been awhile since you’ve mailed to these contacts, however, beware. Contact information and email addresses may have changed. Some people on your list are no longer interested in your products and services. Some email addresses are inactive due to abandonment or death. Sending blindly to a list even 4 to 6 months old opens you up to considerable risks, including spam traps, disposable domains, and poor ROI. That’s not to say that your list is garbage—you just need to bring it up to date. Follow these four steps to avoid risks and maximize ROI from your legacy data.
4 Steps to Bring Your Old List Up-to-Date:
- Identify risky old emails. Remember that just because a prospect or customer provided an email address in the past doesn’t mean the address is still valid now. Over time email addresses can become spam traps and disposable domains. Sending to these threats can negatively affect your deliverability and sender reputation. In the worst case scenario, you could end up on one or more blacklists, losing your ability to send emails altogether. The way to identify and eliminate threats is to use a hygiene provider. While you might think about cleaning your list in house, keep in mind that spam traps don’t bounce, trackers can open your email, and robots can click links. That means monitoring your typical in-house email metrics won’t necessarily reveal the threats on your list. Only a professional provider can compare your list to active threats unknown to most.
- Verify deliverability. Email hygiene is the first and usually most skipped step to good email list management habits, but it’s only part of the process of updating your data. You also need to verify that the addresses on your list are free of typos and bounces. Eliminating these low-quality email addresses can protect your sender reputation, improve campaign metrics, and drive ROI.
- Identify the best email addresses. Through a process called social media authentication, data providers can match the email addresses in your database with active social media accounts. This is important because up to 70% of emails are opened on a mobile device, and emails associated with social media accounts are very likely connected to a mobile device. It’s also important because when you match an email address to a social media account, you also gain insights into the individual—about their lifestyle, political leanings, online habits, demographics, and more. This data allows you to craft precise, relevant email and mobile ad campaigns that drive opens, clicks, and revenues.
- Segment and enhance your list. You can further improve campaign relevancy and revenues by segmenting your list and tweaking your message for each group. You might segment based on purchase history, geography, household composition or income, interest group, and many more categories. Using a process called Data Enhancement you can add information or validate existing information to further improve your campaign results. Data enhancement might include adding or appending email addresses, contact information, demographics, interests, automotive information, and more.
Webbula is an all-in-one email deliverability solution that provides all four of these services. Most importantly, we’re a data quality leader that can help you drive campaign revenues through current, verified email addresses and invaluable audience insights.
Need to bring an old list up to date? Contact us today to get started.