This document discusses the importance of email marketing and email list hygiene. It notes that email allows for engaging existing customers and donors anytime with tailored messages. However, email only works if the messages reach the inbox. It emphasizes the need to maintain clean email lists by knowing your audience, monitoring for inactivity, removing invalid addresses, using email change of address updates, and getting creative with re-engagement strategies. The overall message is that email is crucial for customer communication, but list attrition and invalid addresses can undermine its effectiveness if not properly managed.

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Austin Bliss
President
austin@freshaddress.com
Today’s Speakers
Keith Reinhardt
Marketing Manager
kreinhardt@freshaddress.com

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WHY EMAIL MATTERS
Email engages people you
know, who also know you, any
time you want with whatever
message you want.
Lowest hanging fruit for
impacting marketing
engagement, etc.
However, email only works
when your message reaches
the inbox.

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WHY EMAIL MATTERS… NOW!
•Fewer customer &
donor interactions
•Fast and easy way to
segment and
communicate
•Great for re-openings

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WHY EMAIL HYGIENE MATTERS
•You need to land in the
inbox
•Lots of bad addresses
can get in the way
•Clean data has a short
shelf life

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WHY EMAIL HYGIENE MATTERS… NOW!
•Supports contactless transactions
•This is not the time to lose touch with
customers and donors!
•Bad email addresses and inbox filtering
are on the rise.

6. EMAIL LIST ATTRITION

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WHAT IS EMAIL LIST ATTRITION?
• A reduction in the size of your email list
• Some is easy to detect
• Some require a bit more analysis

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WHY IT’S A PROBLEM
• Any given email list may experience a 25% to 30%
attrition rate per year.
• Invalids are on the rise!
• Lost customer email addresses cost you big $$

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LIST ATTRITION TIPS
1. Know your audience
2. Watch activity like a hawk
3. Don’t be afraid to say “so long”
4. Use ECOA
5. Get creative!

10. KNOW YOUR AUDIENCE

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KNOW YOUR AUDIENCE
• And give them what they want!
• Maintain a level of consistency
• Have a preference center
• Ask for feedback

12. WATCH ACTIVITY LIKE A HAWK

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MONITOR ACTIVITY

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MONITOR ACTIVITY
• Lots of people have left or are away from their jobs
• What’s your definition of an inactive subscriber?
• Consider shortening window for re-engagement
• Re-engage carefully

15. DON’T BE AFRAID TO SAY “SO LONG”

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SO LONG, PARTNER

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SO LONG, PARTNER
• Made a sweet final offer and still nothing?
• Don’t be afraid to say “so long, for now”
• Good time to cut ties with the ghosts

18. USE EMAIL CHANGE OF ADDRESS

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USE ECOA
• Update bouncing and inactive addresses
• Retain and reconnect
• Maximize deliverability,
• Reduce marketing costs.

20. USE EMAIL CHANGE OF ADDRESS

21. GET CREATIVE

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GET CREATIVE!

23. DON’T GO IT ALONE!

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High level recap
• Email matters, now more than
ever before
• Only works when you reach the
inbox
• Bad addresses get in the way
• Lots of tools and tips at your
disposal
Establish Trust Know your audience
Optimize Forms Watch activity like a hawk
Use API Don’t be afraid to say “so
long”
Maintain Quality Use ECOA
Promptly Deploy Get creative!

25. DON’T GO IT ALONE!