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Tips to Bounce-Proof Your Email List
Keeping your email lists fresh is critical to the success of your online marketing and e-commerce efforts. In the early days of the Internet, the novelty of web sites and free e-newsletters made acquiring customers online all too easy. With customers signing up in droves to hear your latest offers, there was no need to worry about email address attrition rates or errors during registration. Unfortunately, those days are over! Due to error-ridden databases, privacy concerns, excess spam, and the high turnover of email addresses, many companies are now finding they are losing email addresses faster than they can gain them. Customer retention has reemerged as the key to profits. Here is what you can do to bounce-proof your email lists and increase your customer retention rate:
DON'T LET ERRORS GET INTO YOUR LIST Utilize a double-entry system during registration This will reduce typos and help your customers recognize how important an accurate email address is to you. Validate email addresses at the point of registration Examine your current methods for validating email addresses at the point of registration. Consider upgrading your software or using a real time validation service so you can catch your prospects when they want you most. Confirm your registrations Present all new registrants with a confirmation page, which lets them review what they have typed and correct any mistakes made. Implement a double opt-in process Require visitors to check their email and click through on a custom link to confirm that your email was successfully delivered to them. Note: you may realize a significant drop off in your registrations and annoy some prospects, but it will ensure that only valid email addresses are introduced into your list. Decide if this trade-off makes sense for you. Review the other ways that email addresses get into your database. Provide your data entry staff with a list of common top-level domains (.com, .net, etc.), domains (hotmail, yahoo, etc.) and standard email address formatting rules. If you do any significant off-line data entry, investigate implementing aggressive validation on these addresses at the time of entry.
IF ERRORS SNEAK IN, CATCH THEM ASAP Send a confirmation message Immediately email a welcome message to each newly registered email address. If there is a bounce, quickly implement an email address recovery attempt. The longer you wait, the greater the chance your customers will forget why they gave you their email addresses in the first place. Utilize a list hygiene and correction service on a regular basis List hygiene services can identify and correct a majority of the invalid email addresses that result from domain errors, formatting problems, misspellings, and typos. Again, the longer you wait, the more difficult it will be to reconnect with your customers and engage their interest.
EVEN GOOD ADDRESSES GO BAD - PLAN FOR CUSTOMER RECOVERY Face the facts People change their email addresses daily. 30% or more of your email addresses are going to need updating each year. Determine how much a working email address is worth to you Properly analyze the results of all of your online efforts. Be sure to separately analyze the value of a new customer versus a recovered customer. Loyal, repeat customers are the stable of every successful company. Don't focus your efforts solely on new customer acquisition. Put someone in charge of customer recovery Many companies lose sight of the basics. Customer retention may be less sexy, but it will likely yield you a higher ROI. Make sure you have identified the resources, budget, and priority for your customer retention efforts. Plan your email address acquisition methods to assist with later recovery Consider collecting a name, an alternate email address, a postal address, or a phone number.
UPDATE YOUR EMAIL ADDRESS LISTS Provide email address update links on your site Make it easy for your customers to update their email addresses for you whenever they are interacting with your website. Put email address update links in your email communications Enable your customers to update their email addresses with a simple click-through. Many companies require their readers to unsubscribe and then re-subscribe. This is too cumbersome for the visitor and often results in the loss of valuable historical data. Utilize an ECOA (email change of address) service ECOA companies provide you with current email addresses for your old or "dead" addresses. Moreover, they will update your list with your customers' preferred email addresses, solving the problem of infrequently checked email accounts. Utilize an email appending service If you have names and postal addresses in your files, an email append service can help you find 25% or more of the associated email addresses. Develop a customer recovery plan and follow it Determine how much time you can let pass before your customers or prospects will forget why they came to you in the first place? How frequently are you planning to do your database updating? What is the most cost-effective process for recovering a customer? Review the costs and benefits of your options and decide what is best for you.
IT'S ALL ABOUT ROI! The payoffs for bounce-proofing your email list are substantial: lower customer acquisition costs, increased response rates and sales, reduced messaging and support costs, and the decreased likelihood of winding up on some system administrator's blacklist due to high bounce-back rates. Follow the basic suggestions above and you will maximize the return on your marketing investments. Isn't today a good time to start? Bill Kaplan FreshAddress, Inc., The Email Address ExpertsTM, provides a comprehensive suite of industry leading database and email deliverability services to help companies increase their e-commerce revenues. For more information on how we can help "Build and Update" your email list, visit http://freshaddress.com/biz or email biz@freshaddress.com.
Bill Kaplan is the Chief Executive Officier of FreshAddress, Inc. FreshAddress, Inc. is a privately held company, founded in 1999, helping business and individuals stay connected when email addresses change.
MORE RESOURCES: 17 of the Best Email Marketing Services for Small Businesses and How They Can Equip You for Growth Influencer Marketing Hub Email Marketing Tactics That Work Social Media Examiner Celebrating the best in email marketing Fast Company Campaign Monitor Review PCMag Email marketing challenges and fixes Richmond News 23 Welcome Email Subject Lines for Your New Subscribers The Motley Fool Litmus Unveils Email Marketing Innovations with New Personalization and Monitoring Capabilities PR Newswire 31 Best Email Marketing Software Platforms for 2024 [+Email Marketing Cost Estimator Tool] Influencer Marketing Hub Top 15 AI Email Marketing Platforms to Grow Your Business Influencer Marketing Hub 14 of the Best Email Marketing Templates for 2024 Influencer Marketing Hub The Future of AI in Email Marketing WebProNews B2B Email Marketing Opportunities for Better Engagement MarketingProfs.com Best email marketing service of 2024 TechRadar The indispensable art of email marketing: Connecting with your audience Supply House Times Engage, Convert, Repeat: The Winning Formula of SMS and Email Marketing - SPONSORED CONTENT FROM Intuit ... HBR.org Daily Email Marketing Delivers ROI of up to $40 for Every Dollar Spent Spiceworks News and Insights Google and Yahoo Are Cracking Down on Inbox Spam. Don't Expect Less Email Marketing. The Wall Street Journal Constant Contact Review 2024 | Email Marketing and Survey Software Reviews - businessnewsdaily.com Business News Daily Google’s February 2024 Gmail Updates: What You Need to Know Spiceworks News and Insights Brandon Names Marissa Locher as Email Marketing Manager to Drive Innovative Campaign Strategies and Client ... Charleston Regional Business How Email Marketing Innovations Will Impact Brand Strategies Demand Gen Report 20 Top Email Marketing Tools for 2024 and Why Simplilearn 9 of the Most Effective Email Marketing Best Practices For 2024 Influencer Marketing Hub Email Design Trends for 2024 Designmodo 9 Email Marketing Predictions for 2024 to Boost Engagement and Revenue Influencer Marketing Hub Email Marketing Friday Forum - February 9 MarketingProfs.com The 8 Most Notable Email Marketing Trends Influencer Marketing Hub The Ultimate List of Email Marketing Statistics Influencer Marketing Hub Email Marketing Trends for 2024 Hotel News Resource 5 Email Marketing Tips to Increase Open Rates in 2024 Influencer Marketing Hub 7 Email Marketing Best Practices in 2024 Metricool Study: 6 Insights on Holiday Email Marketing WhatTheyThink Combining SMS and Email Marketing to Drive Better Customer Engagement and Business Outcomes Webinar ... HBR.org Daily Top 23 B2B Email Marketing Statistics You Need to Know in 2023 Influencer Marketing Hub 11 Email Marketing Tips For Your 2024 Email Marketing Campaigns Influencer Marketing Hub The ActiveCampaign Email Marketing Features You Should Know About Solutions Review Does email marketing still matter, and why? MintTwist Blog 11 Free Email Marketing Services Compared — The Ultimate Email Marketing Guide Influencer Marketing Hub Salesforce Marketing Cloud Review 2024 | Best Email Marketing Services and Survey Software - businessnewsdaily.com Business News Daily Free Email Marketing Templates Designmodo |
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