Let’s begin with an example. You have an email list with 2,500 customer contacts on it. From experience, we can tell a lot about what that list is going to contain. On average about 200 of those emails are going to be invalid. One or two of them will be on the DMA’s “Do Not Email” list. About a dozen will be associated with organizations or networks that report spam. About the same number will contain errors in spelling or bad domain names. The examples go on and on, but these are typical statistics based on thousands and thousands of email lists we’ve worked on during the past eight years. This is why you need Email Hygiene. But what is it?
This doesn’t even begin to account for natural degradation. Email marketing databases degrade every month at an average rate of about 3%. People close their accounts, abandon them, move, or stop using it for one reason or another. (For more information check out this helpful article from HubSpot.)
Between the hidden threats and natural losses inherent in any list, something needs to be done. And that is where Webbula email hygiene comes into the picture. It’s the solution you need to solve these urgent issues.
So what is email hygiene?
Email hygiene is the process of identifying “problem” email accounts from email lists. Many lesser providers will remove these emails from your list, but at Webbula we simply identify them and tell you what the actual risks are in using them. This allows you the opportunity to judge your own risk tolerance. And it doesn’t destroy any data. Threats are categorized and rated to make the decision as easy as possible. Reputation, Fraud, Delivery, and Conversion threats are identified and labeled for you. We even call out Soft Bounces to make it even easier.
What is a Hard or Soft Bounce?
A hard bounce is when an email cannot be delivered to an inbox for any type of permanent reason. Those reasons can vary, but typically they can include: the email is invalid and doesn’t exist, the domain is invalid, or the server is blocking delivery. Input errors can often account for many instances of hard bounces being included in your email list.
A soft bounce occurs when an email cannot be delivered to an inbox for any type of temporary reason. These can include: a full inbox, the server is temporarily unavailable, or the email exceeds the data limits. This is why we call these out for you, because these are temporary issues that can often be resolved.
Maintaining your reputation
Using Webbula email hygiene helps your brand maintain a positive reputation among email hosts, service providers, and consumers.
Sending to a problem or invalid email addresses, or to spam folders, can be very damaging to your reputation. When you damage your reputation, deliverability rates among email hosts decreases. It is a cycle that can quickly spiral out of control.
In addition, email inboxes are becoming more selective about the content they are willing to accept. A list full of problems, such as spam traps, invalid or unknown users, and other hidden threats, email hosts will start to consider you as a Spammer. If this happens your content will be redirected to the spam folder, and most likely go unseen by the user. Even worse, you risk getting Blacklisted. All of which are important issues that should be avoided at all cost.
Gain the advantage of Webbula email hygiene.
Email use is only increasing and it is an invaluable marketing tool, so it is imperative to make sure that the emails on your list are real people who want to hear from you. We can help you ensure smooth sailing when it comes to reaching your audience by utilizing the most powerful email hygiene tool-set on the planet – Webbula emailHygiene.