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5 ways to improve your email database
 

5 ways to improve your email database

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Experian QAS discusses the growing importance of email, current challenges businesses are facing today and five ways to improve your email database.

Experian QAS discusses the growing importance of email, current challenges businesses are facing today and five ways to improve your email database.

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    5 ways to improve your email database 5 ways to improve your email database Presentation Transcript

    • 5 Ways to Improve your Email DatabaseMay 25, 2011© 2011 Experian Information Solutions, Inc. All rights reserved. Experian and the marks used herein are service marks or registered trademarks of Experian Information Solutions, Inc. Other product and company names mentioned herein are the trademarks of their respective owners. No part of this copyrighted work may be reproduced, modified, or distributed in any form or manner without the prior written permission of Experian.
    • Featured Speakers Brad Wyman, Strategic Account Manager, Experian QAS Christine Dunkley, Product Manager, Experian QAS Michelle Kavalchuk, Marketing Programs Specialist, Experian QAS © 2011 Experian Information Solutions, Inc. All rights reserved. 2
    • Agenda The growing importance of email Current challenges business are facing today 5 ways to improve your email database Case studies Overview of QAS Email Services Q&A © 2011 Experian Information Solutions, Inc. All rights reserved. 3
    • The Growing Importance of Email 90 trillion emails sent annually 1.4 billion email users Preferred communication method Inexpensive channel for direct marketers $43.62 ROI for every dollar spent Email allows for consistent interactive and effective communication © 2011 Experian Information Solutions, Inc. All rights reserved. 4
    • Current Challenges Businesses are Facing Sources of „bad‟ emails include  3rd party sources (purchased lists, etc.)  Information captured at point of entry  Web forms, ecommerce checkout Syntax and domain errors Soft bounces vs. hard bounces Complaints and spam traps ISPs are becoming more strict © 2011 Experian Information Solutions, Inc. All rights reserved. 5
    • Impacts of Bad Email Addresses Impacts customer communication efforts Lost marketing opportunities Bad emails affect your ISP reputation and inbox placement  Emails sent to Spam folder  High bounce rates  Emails never reach the intended recipient  Spam traps  Sender shut down by large ISP‟s Ultimately, lost revenue opportunities © 2011 Experian Information Solutions, Inc. All rights reserved. 6
    • 5 Ways to Improve your Email Database1. Diagnose your email database2. Attack the bad emails already in your database3. Validate new emails before they enter your database4. Improve your reputation with ISPs5. Perform append services periodically © 2011 Experian Information Solutions, Inc. All rights reserved. 7
    • TIP 1: Diagnose your email database Capture rate Penetration rate Bounce rate Complaint rate Spam trap hits Existing invalid emails © 2011 Experian Information Solutions, Inc. All rights reserved. 8
    • TIP 2: Attack the bad emails already in your database More than 50% of flagged bad emails are due to minor syntax errors within the email address that can be fixed Identify and correct invalid characters ► Example 1: cavendish2gmail.com = cavendish2@gmail.com ► Example 2: jpommers @ yahoo com = jpommers@yahoo.com ► Example 3: ted_king@yaho.co = ted_king@yahoo.com ► Example 4: john.doe@sbcglobal.com = john.doe@sbcglobal.net ► Example 5: “Smith, Joe” <jsmith@example.com> = jsmith@example.com Quickest and easiest way to increase your marketable email database © 2011 Experian Information Solutions, Inc. All rights reserved. 9
    • TIP 3: Validate new emails before they enter your database Catch and correct syntax errors ► Ensure proper standardization and conformity to internet standards Confirm email domains work ► It exists, its active, and can accept mail Verify mailboxes exist ► Invalid mailboxes account for over 70% of undeliverable emails Suppress spam traps and risky email addresses ► Role based accounts = info@domain.com ► Fake emails = noemail@yahoo.com ► Malicious emails = jsmith@xxx.com ► Do not mail list © 2011 Experian Information Solutions, Inc. All rights reserved. 10
    • TIP 4: Improve your reputation with ISPs Major ISPs actively screen and filter incoming mail for their users and rely on individual mailers “reputation” to determine emails they will let through Reputation determined by ► Bounce rate ► Complaint rate ► Spam trap hits 77% of delivery problems were based on sender reputation Each ISP has their own set of metrics Sending too many bad emails will flag the sender as “spam” © 2011 Experian Information Solutions, Inc. All rights reserved. 11
    • TIP 4: Continued… Improve your reputation with ISPs Implementing a comprehensive validation prior to emails being sent will ► Immediately reduce bounce rate by 50-70% ► Reduce complaints and spam trap hits ► ISPs increase inbox delivery ► Reduced mailing costs from your email service provider (ESP) ► Higher conversion rate on email leads captured ► Avoid blacklisting ► Never get shut down by ISPs © 2011 Experian Information Solutions, Inc. All rights reserved. 12
    • TIP 5: Perform append services periodically eAppend ► Use name and address in your database to append valid email ► Immediately increase email penetration rates Email Change of Address (ECOA) ► Best for previously performing email that hasn‟t been opened in 6 months or suddenly bounces ► People change emails frequently for many reasons ► Leverage ECOA to find your loyal customer‟s new email © 2011 Experian Information Solutions, Inc. All rights reserved. 13
    • 5 Ways to Improve your Email Database1. Diagnose your email database2. Attack the bad emails already in your database3. Validate new emails before they enter your database4. Improve your reputation with ISPs5. Perform append services periodically © 2011 Experian Information Solutions, Inc. All rights reserved. 14
    • Case Study: Multi-Chanel Retailer Women‟s apparel and accessories chain ► 1,000+ stores in US ► Online, catalog business Email Problems ► High bounce rates ► Deliverability issues ► Missed opportunities to connect with opt-in subscribers © 2011 Experian Information Solutions, Inc. All rights reserved. 15
    • Multi-Channel Retailer Solution ► QAS Express Nightly Processing ● Pre-process for newly captured emails from all sources ● Suppress malicious emails Results ► 9% increase in deliverable addresses ► Cleaner files led to better inbox placement ► Incremental opens, clicks, transactions ► 15% increase in revenue per campaign © 2011 Experian Information Solutions, Inc. All rights reserved. 16
    • Case Study: Cabela’s About Cabela‟s ► “World‟s Foremost Outfitter” ► 29 Stores, catalog business, online ► Ranked #40 in Internet Retailer Top 500 Email problems ► Experienced a large number of bad emails collected in stores, online and in call centers ► Wanted to ensure all opt-in subscribers received emails ► All email bounces were treated the same © 2011 Experian Information Solutions, Inc. All rights reserved. 17
    • Case Study: Cabela’s Solution ► Email batch cleansing service ► Cross-checked with existing database ► Ping determines if an email is a “good” address Results ► Reached ROI on service in 2 weeks ► Bad emails were recovered, tested, and added back into the database ► “Very easy, definitely worth the time and money” © 2011 Experian Information Solutions, Inc. All rights reserved. 18
    • QAS Email Services Real time service ► Hosted web service ► Interacts with front end users to correct email Email Express Processing ► Run an automated correction/validation nightly batch service on newly acquired emails Bureau services ► Email cleanse and correction ► ECOA ► Email Append © 2011 Experian Information Solutions, Inc. All rights reserved. 19
    • Please visit www.qas.com for more information. © 2011 Experian Information Solutions, Inc. All rights reserved. 20