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emfluence – Keeping a clean email marketing list


emfluence – Keeping a clean email marketing list


emfluence - keeping a clean email marketing list

By: emfluence

It’s a sensitive topic… No one wants to admit that they’re old. But, when you have a list… *ahem* of a certain age, you do have to work a little harder to take good care of it.

Let’s say you’ve been collecting names for a long time, but haven’t sent to them yet (this is a bad idea, more on this later) or you have a ton of hand-written names that you’ve had typed up and are ready to import into your email database. Before you upload, you should take a couple precautions to ensure that bad addresses don’t wreck your sender reputation and make you look like a Spammer:

  1. Correct grammar errors. If you have a few dozen email addresses to add, you could probably do this manually. If you have a few thousand email addresses, professional list cleansing services (like Fresh Address, for example) can help sort through the potential errors.
  2. While you’re at it, use the list cleanse service to update email addresses based on known changes in email address, using the Email Change of Address list, kind of like the National Change of Address list for direct mail.
  3. Break up sends to brand new contacts into groups of 10,000 contacts or smaller. We had a client come to us once, excited to finally get started with their email marketing program now that they had collected 80,000 email addresses… over two years! We knew we were going to see a very high bounce rate, so we sent to segments of 10,000 per day, watching for delivery issues each day. In the end, they saw a 25%+ bounce rate (!) and we had do to do a little fancy work to make sure that Yahoo! or AOL didn’t just block them as spammers for sending to so many bad addresses.

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  • Profile:  Jeff Ginsberg has 17+ years’ experience and is an industry known authority on email marketing who gets in the trenches with clients and helps them fulfill their marketing objectives, increase revenue and brand engagement. Clients rely on him and his team at The eMail Company to provide them with expertise from strategy to technology and from campaign management to channel integration. Jeff has worked with clients across all spectrums in the financial, automotive, retail and consumer packaged goods space. His experience covers both B2B and B2C markets. He has a strong background in educating and training agencies and clients about email best practices and is a wealth of knowledge when it comes to marketing tools and vendor selection. While Jeff’s team may be small, they know how to solve BIG email marketing problems. Looking for help with your next campaign? Don’t be afraid to give him a call – Jeff and his team ready to help you today. Give me a call: Toll Free: 877-We-eMail (877-933-6245) Local: 416-225-7711 eMail: jeff@theemailcompany.com
  • Website:  http://www.theemailguide.com
  • Twitter:   http://www.twitter.com/theemailguide
  • LinkedIn:   http://ca.linkedin.com/in/chiefemailofficer
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