Quick tips for slimming down your email list


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Quick tips for slimming down your email list

  1. 1. Slim Down Your Email List: After the Reports, Where Do I Go From Here? Salsa Labs, Inc. Brett Schenker Email Deliverability Guru
  2. 2. Agenda <ul><li>Why is list cleaning important? </li></ul><ul><li>Fixing bad data </li></ul><ul><li>Filling in blank data </li></ul><ul><li>Email distribution lists </li></ul><ul><li>Deduplication </li></ul><ul><li>Smart groups </li></ul><ul><li>Bulk update </li></ul>
  3. 3. Why is this important? <ul><li>Better and more accurate stats </li></ul><ul><li>Improve your reach with more data </li></ul><ul><li>Decrease email issues </li></ul><ul><li>Better messaging = less unsubscribes and complaints </li></ul>
  4. 4. Fixing bad data: mistyped email address <ul><li>Start with an easy task like correcting mistyped email addresses. </li></ul><ul><li>Tips to make your life easier: </li></ul><ul><li>Make sure to include the Supporter Key in the export </li></ul><ul><li>Export the data into excel – take the minimum amount of data </li></ul><ul><li>Ctrl H is your friend </li></ul><ul><li>Re-import matching off of Supporter Key </li></ul>
  5. 5. Fixing bad data: Hard and Soft Bounces <ul><li>What are they? </li></ul><ul><ul><li>An auto-response received that the email can not be delivered </li></ul></ul><ul><ul><li>Varying reasons as to why </li></ul></ul><ul><li>Generally NOT automatically unsubscribed </li></ul><ul><li>User Unknown </li></ul><ul><ul><li>Hard bounces that are unsubscribed </li></ul></ul>
  6. 6. Fixing bad data: Identify Soft and Hard Bounces Set an office policy for Soft and Hard Bounce unsubscribes and do it regularly
  7. 7. Step 2 – Time to Fill in the Blanks <ul><li>Most Likely Missing Data: </li></ul><ul><ul><li>Email Address </li></ul></ul><ul><ul><li>First Name and Last Name </li></ul></ul><ul><ul><li>Street Address, State and Zip </li></ul></ul>
  8. 8. Getting the Data – Tools at Your Disposal <ul><li>Missing Email Address: </li></ul><ul><ul><li>Think about a mailing with return card or website </li></ul></ul><ul><li>First Name, Last Name </li></ul><ul><ul><li>Questionnaires and Surveys </li></ul></ul><ul><ul><li>Specific Actions with required fields </li></ul></ul><ul><li>Street Address, State, Zip </li></ul><ul><ul><li>Append Script </li></ul></ul><ul><ul><li>Actions </li></ul></ul><ul><ul><li>Questionnaires and Surveys </li></ul></ul>
  9. 9. Email Distribution Lists <ul><li>WHO and WHAT </li></ul><ul><ul><li>Plan for the future </li></ul></ul><ul><ul><li>Who are your audiences? </li></ul></ul><ul><ul><li>What types of email blasts? </li></ul></ul><ul><li>Is it time for multiple email lists? </li></ul><ul><ul><li>This is different then segmenting blasts </li></ul></ul><ul><ul><li>Example lists – Press, Fundraising, Events, Newsletter, Specific Topics </li></ul></ul>
  10. 10. Groups <ul><li>Email distribution lists can be handled in groups </li></ul><ul><ul><li>Smart groups </li></ul></ul>
  11. 11. Email Groups Means More Unsubscribe Options
  12. 12. Deduplication is Your Friend <ul><li>Found Under Supporter Management </li></ul><ul><li>Individual versus Batch </li></ul><ul><li>Start with likely and work your way back, 7 out of 7 and then from there </li></ul><ul><li>Pay Attention to Subscribed Status </li></ul><ul><li>Surviving Record Wins </li></ul>
  13. 13. Is It Time for Smart Groups? <ul><li>Do you do the same searches for the same universe over and over? </li></ul><ul><li>Smart Group versus Greedy Group </li></ul>
  14. 14. Bulk Updates <ul><li>Be careful on this one </li></ul><ul><li>Use to: </li></ul><ul><ul><li>Standardize Data </li></ul></ul><ul><ul><li>Update emails from alt email to main </li></ul></ul>
  15. 15. Learn More! <ul><li>Bounce Parcing: http://salsacommons.org/o/8001/p/salsa/web/wiki/public/?reference=Bounce%20Processing </li></ul><ul><li>Email statuses: http://salsacommons.org/o/8001/p/salsa/web/wiki/public/?reference=Receive%20Email%20values </li></ul><ul><li>Email distribution lists: http://salsacommons.org/o/8001/p/salsa/web/forum/public/topic?topic_KEY=1419 </li></ul><ul><li>Deduplication: http://salsacommons.org/o/8001/p/salsa/web/wiki/public/?reference=Deduplicate%20Supporters </li></ul><ul><li>Smart groups: http://salsacommons.org/o/8001/p/salsa/web/wiki/public/?reference=Manage%20Groups </li></ul><ul><li>Bulk updates: http://salsacommons.org/o/8001/p/salsa/web/wiki/public/?reference=Query%20and%20Export </li></ul>
  16. 16. Contact Us: <ul><li>Salsa Labs, Inc. </li></ul><ul><li>1700 Connecticut Ave NW </li></ul><ul><li>Suite 403 </li></ul><ul><li>Washington DC 20009 </li></ul><ul><li>202.558.2807 </li></ul><ul><li>[email_address] </li></ul><ul><li>www.salsalabs.com </li></ul>
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