Email marketing & database hygiene - more fun then you may think!

Email marketing: database hygiene more fun then you may think! A sample chapter from: Easy Digital Marketing by Veronica Stenbergwww.easy-digital-marketing.com

Email marketing: database hygiene SAMPLE CHAPTERDatabase hygiene PAGE: 2This may sound both a bit weird and a bit tediously boring, but reallyits necessarily not the case! In this section i explain how you can learnfrom un-opens an unsubscribes to refine your campaigns, not only whatto remove from your database!Database hygiene is about keeping your database fresh and up-to date.You want to make sure that the emails you are sending out are in factgoing to valid email addresses that are still in use and to remove anyonewho does not open up or want your emails!There are three main activities to spruce up your database;1. Management of unsubscribes2. Management of bounce backs3. Management of un-opensSIGN-UP FOR UPDATES & SAMPLE CHAPTERS: www.easy-digital-marketing.com info@easy-digital-marketing.com © Veronica Stenberg 2012

Email marketing: database hygiene SAMPLE CHAPTERManagement of unsubscribes PAGE: 3Make sure that you remove anyone who wants to unsubscribe from yourdatabase in an quick and efficient manner.I personally would save these unsubscribes in a seperate list, (or inanyother way) to make sure I have a back-up if I would ever need one, Every email you send out is costing youto really make sure in anyway I can, not to email people who have money, make sure that both your time,opted out. money and resources are spend wisely.Secondly, it can be interesting to be aware of: Therefore its in you economic interest (if nothing else) to make sure you haverHow many unsubscribes do you get for each newsletter, compare to a clean database. And that means to notprevious months and years. This is a great opportunity for you to make only focus on unsubscribes!sure both content, offer, frequency and segmentation is right.Management of bouncebacksYou have two bounce backs to keep track of:1. Soft bounces: mainly out of offices (you need to take no action)2. Hard bounces: this is when an email does not exist anymore (makesure to remove these from your database)SIGN-UP FOR UPDATES & SAMPLE CHAPTERS: www.easy-digital-marketing.com info@easy-digital-marketing.com © Veronica Stenberg 2012

Email marketing: database hygiene SAMPLE CHAPTERManagement of un-opens PAGE: 4Now here is an interesting thing. People who subscribe, but never opens EMAILthe newsletters from you or cease to do so after a while. This is a greatopportunity for you to re-connect and get infomation to create better Laura - tell us why you dont open ourcamapigns! emails and get a free ice cream!I would do the following: Please take 3 minutes to share with us why you dont open our emails any-1. Check my newsletter SPAM score once again, maybe there is some- more - and we will send you an icecream voucer in return!thing going on here. Also check if there is a common denominator withthese emails, i.e they are all hotmail addresses for example, then you Link to questionare >have a sure sign that your emails are being blocked by hotmail for somereason. Time to investigate! LINKED TO A FORM2. Create a distributionlist from these mysterious subscribers, and sub-sequently a special email to send to this list and these people alone. Are we boring you? Do you think our emails are unrel-This email links to a form with a few simple questions such as: evant to you? Do you delete our emails without reading them?• Are we boring you? if so, please tell us why• Don’t you like our offers? Can we improve? - if so what?• Do you think our emails are irrelevant to you?• Do you delete our emails without reading them? GET FREE ICECREAM!• Can we improve? - if so what?SIGN-UP FOR UPDATES & SAMPLE CHAPTERS: www.easy-digital-marketing.com info@easy-digital-marketing.com © Veronica Stenberg 2012

Email marketing: database hygiene SAMPLE CHAPTERUn-opens PAGE: 5Get an incentive, per say its summer, I would search the web for anytext services (if I have a number or QR code that can be emailed) - andfor every answer, I would give an appropriate gift, such and an icecream, soda or something from my shop/business.From this, I will now gain the following:1. Positive brand top of mind at the people who answered2. Feedback on why they don’t open my emails that I can improve from3. Some sort of indication of who still wants to hear from me4. An indication of who doesn’t and therefore, create a separate list orremove these altogether from my ordinary distribution list and data-base.SIGN-UP FOR UPDATES & SAMPLE CHAPTERS: www.easy-digital-marketing.com info@easy-digital-marketing.com © Veronica Stenberg 2012

Want more tips and hints? Then go to: www.easy-digital-marketing.com - and sign-up to receive updates about the progress of the book and more sample chapter releases to learn from. Easy Digital Marketing will give you a basic understanding of how to use digital marketing effectively for your business or project and covers amongs other subjects: • Email marketing • SEO • Website fundamentals • Social Media • Create your online marketing strategy - and more!Connect with Veronicahttp://blog.veronicastenberg.se@veronicavainedm@veronicastenberg.se

Email marketing & database hygiene - more fun then you may think!

by Veronica Stenberg on Jan 23, 2012

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Email marketing & database hygiene - more fun then you may think! — Presentation Transcript