When it comes to purchasing data especially from Email Data Solutions, you become responsible for the data you hold as you become the owner. Our advice would be to keep this file as clean and up to date as possible to continue using it month on month, as we know only too well how quickly data can deteriorate. This not only helps reduce the cost of sending and spam complains but it will also have a more positive effect on your open and click through rates. Sending to clean email lists can improve your conversion rate and help increase revenues.
So how do you keep your email list clean? Read on for 3 simple steps to keeping your data fresh and up to date:
Step 1 – Check Email Addresses
Email lists, especially business email addresses can contain invalid email addresses due to company closures, job roles changing and moving jobs altogether. In a year it has been said that over 30% of your business email database can become invalid. To resolve this you can use a variety of methods.
If you have an ecommerce site you can try implementing a real-time email address checker to your online forms. This can be expensive, but it is worth the costs if the majority of your data is collected online.
If you already hold a database you have collected or a database that you have purchased, you can use a third-party email list cleaning tool. There are many of these services out there that will allow you to upload your email database weekly, monthly or ad-hoc and the system will ‘ping’ the email addresses to check their validity. These services are often extremely cheap – and will be well worth it in the long run.
Step 2 – Ban Unresponsive Data
Collecting responsive and valid email addresses is the key to successful delivery and purchasing an email database is a great way to build up a responsive database. What we mean is after a given time period of sending to your list, if an email address has not opened at least one email you should remove it. Although it may seem that your list is shrinking over time, it is far more advantages to have a list of known responsive contacts than continuing to send (and spend money doing so) to contacts that may not even be getting your emails.
Keep the suppressed contacts and give a campaign a go every few months to see if you can reengage your contacts. Send them offers with interesting subject lines and if that doesn’t interest them then you know there is no point in holding the data.
Step 3 – Maintain It!
The best way to keep your delivery rates high and bounce rates low is to stay on top of your list cleaning. Make a start and see your database cleaning as a tradition to keep your lists engaged. We would recommend that you make it at least a quarterly program and to incorporate it into your email marketing strategy.