Join us for a deep dive into the world of email hygiene and what “clean” really means when it comes to your email list.

1. Free Tips & Tools For Keeping Your Email List
Clean & Problem-Free

2. 36 Crafts St
Newton, MA 02458
617.965.4500 www.freshaddress.com
kreinhardt@freshaddress.com
ccarletta@freshaddress.com
Keith Reinhardt
Marketing Manager
Charles Carletta
Product Manager

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Housekeeping Notes

4. About FreshAddress
• Email Database Services Company
• Founded in 1999
• Helps clean, protect & grow email lists

5. Agenda
Threats
Costs
Solutions
(Live Demo)

6. Quality Email Addresses
Deliverable
• Don’t ‘bounce’
Accurate
• Actually ID *your* customer/prospect
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 Email Addresses
• Are worthless to you, but many pass simple validation…
– aaa@email.com
– bill@microsoft.com
– anyone@hotmail.com

11. …at FreshAddress, we track thousands of disposable domains.
THREATS: Deliverable But…DISPOSABLE
• When users don’t want to give you their ‘real’
email address, they turn to a disposable provider…

12. THREATS: Deliverable But…ROLE ACCOUNT
Info@
Billing@
Admin@
Jobs@
Abuse@
Etc.

13. ANYTHING sent to a Spamtrap is considered SPAM!
THREATS: Deliverable But…SPAMTRAP
A deliverable email address used to ID spammers
Address may look innocent
• psbltrap@kernelnewbies.nl
• kevinn822@aol.com
• foceisahnienoowo@oucs.ox.ac.uk

14. 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. 15
THREATS: How bad addresses get on your list!
Acquisition Errors
Good Addresses Go Bad
Poor List Management

16. POS
30% Failure Rate
Call Center
12% Failure Rate
THREATS: Acquisition
Typical Email Collection Points
Website
5-15% Failure Rate

17. 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!
THREATS: Good Addresses Go Bad
• Undeliverable
• Problematic address (FCC
wireless, EMPS, complainer)
• Spamtrap
A healthy deliverable address can change to a:

18. THREATS: Poor List Management
Common Mistakes
• Old acquisition practices of previous marketers
• Suppression and bounce list management issues
• Long period of time without emailing
• No routine list hygiene

19. Costs

20. 20
COSTS: The Bottom Line
Email addresses that are undeliverable are worthless
Bad email addresses hurt your bottom line!
• Typo, bogus, disposable, role accounts & spamtraps.
• Good addresses can go bad.

21. 21
COSTS: The Cost of Bad Email Addresses
• Skewed Metrics
• Negative Impact on Delivery
• Unnecessary Spending
• Low Customer Satisfaction
• Blocking and Blacklisting

22. 22
COSTS: Skewed Metrics
Lower engagement rates
Higher:
• Unsubscribe rate
• Bounce rate
• Compliant rate

23. 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. 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 you send; and
• Your acquisition sources charge you on a per
email basis.

25. 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. 26
COSTS: Blocking & Blacklisting
• Blacklisted
• Kicked off ESP
• Lose ability to send any email

27. Solutions

28. 28
Screen
everything!
1
Improve
acquisition
practices
2
Develop a
‘quality
standard’
3
Ask for help
4
Solutions

29. 1
SOLUTIONS: Screen Everything

30. 2
SOLUTIONS: Improve Acquisition Practices (Part 1)

31. VS.
Reduce Typos by Optimizing Keystroking
2
SOLUTIONS: Improve Acquisition Practices (Part 2)

32. 3
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.

33. 3
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!

34. 3
SOLUTIONS: Develop a Quality Standard

35. • 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
SOLUTIONS: Ask for help!

36. www.freelistcheck.com
INTRODUCING: Free List Check!

37. HIRE AN EXPERT!!
So, Your List Looks Bad?

38. Questions?
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