Recommended
Recommended
More Related Content
Similar to How Focusing on Email Address Quality Can Save Your Buget (And Your Butt)
Similar to How Focusing on Email Address Quality Can Save Your Buget (And Your Butt) (20)
More from Jennifer Soares
More from Jennifer Soares (8)
Recently uploaded
Recently uploaded (20)
How Focusing on Email Address Quality Can Save Your Buget (And Your Butt)
- 1. How Focusing On Email Address Quality Can Save Your Budget (And Your Butt)
- 2. 36 CRAFTS STREET NEWTON, MA 02458 617.965.4500 │ www.freshaddress.com Presenter: Russ Travers Product Manager rtravers@freshaddress.com Presenter: Keith Reinhardt Marketing Manager kreinhardt@freshaddress.com
- 3. Housekeeping Notes • Control panel on right – “Grab Tab” • hide panes or change view – Audio • choose speaker or phone – Questions • ask questions any time • may be shared with group • You are automatically muted
- 4. About FreshAddress • Email Database Services Company • Founded in 1999 • Helps build , clean, and update email lists
- 5. AGENDA 1. Threats 2. Costs 3. Solutions LIVE DEMO!!
- 6. Quality Email Addresses 1. Deliverable Don’t ‘bounce‘ 2. Accurate Actually ID *your* customer/prospect 3. Primary Not their ‘junk’ email acct
- 7. THREATS
- 8. THREATS: Undeliverable/Invalid Addresses Many causes • Malformed (e.g. missing @-sign, .com, etc.) • Keystroking error (misspelling, etc.) • Data handling (truncation, etc.) • Nonsense typing Fortunately, easy to ID & scrub out. • Address validation • Deploy an email
- 9. THREATS: Deliverable but…typo • acbliss@htmail.com (instead of acbliss@hotmail.com) • There are an alarming number of typo domains that are deliverable or pass email validation…
- 10. THREATS: Deliverable but.. BOGUS • Bogus addresses are worthless to you, but many pass simple validation… – aaa@email.com – bill@microsoft.com – anyone@hotmail.com
- 11. THREATS: Deliverable but.. DISPOSABLE • When users don’t want to give you their ‘real’ email address, they turn to a disposable provider… …at FreshAddress, we track thousands of disposable domains.
- 12. THREATS: Deliverable but.. ROLE ACCOUNT • Info@ • Billing@ • Admin@ • Jobs@ • Abuse@ • Etc.
- 13. THREATS: Deliverable but.. SPAMTRAP • A deliverable email address used to ID spammers • Address may look innocent ANYTHING sent to a Spamtrap is considered SPAM! psbltrap@kernelnewbies.nl kevinn822@aol.com foceisahnienoowo@oucs.ox.ac.uk
- 14. THREATS: Bottom Line • It’s not just the undeliverable addresses that pose a threat to your list…. • Deliverable, but PROBLEMATIC • Typo • Bogus • Disposable • Role accounts • Spamtraps
- 15. THREATS: How bad addresses get on your list! • Acquisition Errors • Good Addresses Go Bad • Poor List Management
- 16. THREATS: ACQUISITION POS 30% Failure Rate Web Site 5-15% Failure Rate Call Center 12% Failure Rate Typical Email Collection Points
- 17. THREATS: Good Addresses Go Bad • A healthy deliverable address can change to a: – Undeliverable – Problematic address (FCC wireless, EMPS, complainer) – Spamtrap Summer Client has good email addy November Email domain is marked for renewal at registrar November Mail server for the domain is pointed to a spamtrap provider December Client received blacklisting One spamtrap hit at an influential provider can bring your inbox placement down by 40% or more!
- 18. THREATS: Poor List Management • Old acquisition practices of previous marketers • Suppression and bounce list management issues • Long period of time without emailing • No routine list hygiene Common Mistakes
- 19. COSTS
- 20. COSTS: The Bottom Line Email addresses that are undeliverable are worthless • Typos, bogus, disposable, role accts & spamtraps. • Good addresses can go bad Bad email addresses hurt your bottom line!
- 21. COSTS: The Cost of Bad Email Addresses • Skewed Metrics • Negative Impact on Delivery • Unnecessary Spending • Low Customer Satisfaction • Blocking and Blacklisting
- 22. COSTS: Skewed Metrics • Lower engagement rates • Higher: • Unsubscribe rate • Bounce rate • Complaint rate
- 23. COSTS: Negative Impact on Delivery • Deliverable doesn’t’ always= SafeToSend • Deliverable but unengaged addresses hinder your access to the inbox • Lower engagement = less ability to avoid the junk folder • Complaints
- 24. COSTS: Unnecessary Spending There’s a cost associated with every email on your list: • Your ESP likely bills you based on the size of your list or the number of emails your send; and • Your acquisition sources charge you on a per email basis.
- 25. COSTS: Low Customer Satisfaction When you can’t deliver info to clients via email, they: • Get annoyed and complain via social media. • Contact your call center at a potential cost of multiple dollars per inquiry. • Leave you for a competitor.
- 26. COSTS: Blocking & Blacklisting • Blacklisted • Kicked off ESP • Lose ability to send any email
- 27. SOLUTIONS
- 30. SOLUTIONS: Improve Acquisition Practices (part 1) 2
- 31. SOLUTIONS: Improve Acquisition Practices (part 2) VS. Reduce Typos by Optimizing Keystroking 2
- 32. SOLUTIONS: Develop a Quality Standard (WHY?) • ALL LISTS ARE AT RISK! • GOAL = make it impossible for your company to make a mistake. • A bullet-proof email hygiene strategy is the only way 3
- 33. SOLUTIONS: Develop a Quality Standard (HOW) • Come up with your own internal definition of a good email address: • Deliverable • Not problematic • Consider any exceptions • Implement screening organization-wide • Think quality over quantity! 3
- 34. SOLUTIONS: Develop a Quality Standard
- 35. SOLUTIONS: Ask for help! • ESP list cleaning alone doesn’t equal proper email hygiene • Junk addresses remain • Possible for too many of the right addresses to be removed 4
- 36. Introducing.. Free List Check www.freelistcheck.com
- 37. So, Your List Looks Bad? HIRE AN EXPERT!!
- 38. Questions? rtravers@freshaddress.com kreinhardt@freshaddress.com Learn More Visit www.freshaddress.com Read our blog Subscribe to our monthly newsletter Follow @freshaddress