MARKETING NINJA SERIES: List Hygiene

By Wired Messenger Email Marketing


list-hygiene

Did you know you can instantly improve your email marketing open and click rates? Email is still the most direct and effective way of connecting with your leads, nurturing them, and turning prospects into customers. Email’s ROI can reach levels of 400 and 500 percent which is why clever marketers have been using email for years to maximize engagement and profits – but often marketers forget a crucial step in maximizing open and click rates – list hygiene.

Email addresses usually obtained through web forms (in a registration form or any other form), can sometimes have errors. In fact, some email addresses may be invalid or have a negative reputation associated with them. Invalid email addresses can include those with typos, bad domains, known spam accounts, bots, duplicates and closed services.

Sending to an invalid email address creates what is called a bounce. When a bounce occurs, a “return to sender” message is sent from the recipient’s mail server to explain why. There are two kinds of bounced e-mails: hard bounces and soft bounces. Hard bounced e-mail is permanently bounced back to the sender because the address is invalid. Soft bounced e-mail is recognized by the recipient’s mail server but is returned to the sender because the recipient’s mailbox is full, the mail server is temporarily unavailable, or the recipient no longer has an e-mail account at that address.

Why is this important? Sending to invalid email addresses negatively affects your sender score! ISP’s monitor email for spam and other suspicious activity. Sending to too many invalid email addresses will raise a red flag and your emails may end up in a spam or junk folder and you won’t be able to reach your audience’s inbox. These filters, such as spam traps, are traditionally used to expose illegitimate senders who add email addresses to their lists without permission. But they are also set up to identify email marketers with poor permission and list management practices. Sending to invalid email addresses can result in being identified as one of these kinds of “bad” marketers.

Email platforms, including Wired Messenger, will measure deliverability, bounce rate data, and unsubscribes to give you a baseline reading on how your list is doing — but keep in mind that they do not have the ability to clean your lists for you.

The Wired Messenger Email List Hygiene tool was created to clean email lists.

As soon as your list has been uploaded, our standalone tool will start by removing improperly formatted email addresses (those with typos, commas, bad domains, bad accounts, and other email types such as role addresses info@, sales@, support@, etc.) are filtered. The tool scans for all types of invalid email addresses.

After completing the initial cleaning, the Wired Messenger Email List Hygiene tool then scans and removes invalid email addresses. The Hygiene tool also scans for and removes bad sender domains that affect your reputation score. A recent ReturnPath study shows that bad email sender reputation, and not content, is responsible in 83% of all cases where email does not reach the intended recipients. A clean email list is a crucial step to deliver more emails to their intended inboxes.

Internet service providers, spam monitors, and email security services all set thresholds for what constitutes an acceptable email campaign. Your spam complaints, undelivered messages, and unsubscribes all need to be under these thresholds to avoid unwanted attention from these groups. Blasting your emails to an unqualified list could result in account suspensions from your email platform, penalties, or even fines, not to mention failed open and click rates.

A clean list provides a number of benefits. By reducing invalid email addresses, companies save money by sending to fewer recipients. Why pay for emails that aren’t getting delivered? In addition, a cleaner list provides stronger and more relevant, actionable data that isn’t obscured by invalid results. A clean list is one that is comprised of active engaged customers, maximizing sales potential and ROI.

The good news is you can quickly and easily check your entire existing list, as well as verify new addresses in real time, using a list validation service. Visit wiredmessenger.com to get more information on our List Hygiene Tool.

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