The road to email marketing success isn’t always smooth. On its way to your customer, your carefully honed message can hit a variety of roadblocks. It could bounce or hit a spam filter, rendering it pretty much useless — or possibly detrimental — to your overall campaign. But deploying an effective email validation strategy can help you address many of these challenges.Here’s just a few of these challenges:
- Bounce rate.So you have a big, juicy list of customer or prospect emails? That’s great. But are you sure all of those emails are valid? A thorough status review of your email database and purge of invalid addresses will greatly reduce the number of emails that bounce back to you and improve your delivery rate.
- Complaint rate.There are some squeaky wheels on the Internet — “complainers” who routinely report commercial email as spam and “screamers” who go so far as to call up your company or ESP and complain about unwanted emails. They may even threaten to sue. Work with an email validation service that can weed out addresses for folks who don’t want your emails and who could increase your complaint rate.
- Spam traps.Look out — it’s a trap! Spam traps are email addresses set up with the specific purpose of identifying spam. The accounts supposedly never actively subscribe to anything, so it’s assumed emails sent to them are unsolicited. There’s a few ways spam-trap addresses can make it onto your marketing database, but failing to remove them means you could be blacklisted or blocked.
- Reputation.The combination of bounces, complaints and anti-spam measures all impact your sender reputation. This important metric can strongly affect inbox placement, which can be the difference between your marketing email landing at the top of your customer’s inbox and being dumped in his or her spam folder.
- Following the rules.As a responsible marketer, you know there are some important guidelines to follow when you’re sending email blasts. One limitation is the Direct Marketing Association’s Do Not Mail list of people who have opted out of unsolicited commercial emails. Another is the federal CAN-SPAM legislation, restricting unwanted emails to wireless devices. An email verification service can find and remove such addresses to help you avoid complaints and fines.
- Costs. A lot of time and investment goes into creating a quality email marketing campaign. There can also be costs associated with using an Email Service Provider. Sending emails to a database bloated with invalid or risky addresses means potentially throwing away money on a marketing message that will never reach a customer. You get a higher return on your investment by scrubbing your email list for only valid and working addresses.
Article From: www.dmnews.com