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Email marketing

Time to spring clean your data?

18 Feb 2018 by Sadie Burgess



Research[1] by Marketing Sherpa shows that a B2B database naturally degrades at a rate of 2.1% per month: that’s 22.5%, almost a quarter of the database, over the course of a year. The same research shows that large B2C databases degrade by 3.2% or 32.3% per year! Similar results[2] were obtained by Sirius Decisions who found that between 10 and 25% of B2B databases contain critical errors.


Whilst some of these errors could be due to businesses relocating or closing, of people switching jobs or company, it could also be that with multiple people adding contact data duplications are also a real issue.


Email verification and email list cleaning has many benefits. Users who regularly use an email verifier or validation service experience lower bounce rates, increased conversion, increased email ROI, and more accurate campaign statistics.


3 benefits of a clean email list

  1. Protect your reputation

    A major component of your email deliverability is your sender reputation, which should be protected at all costs. Your reputation is based on many factors, but spam trap hits, complaints and bounces are amongst them. If you want to make the most of your list and your email campaigns, you must have a good reputation and the best way to do that is through frequent email validation and hygiene.

  2. Higher conversion rates

    Conversion is all about engagement. If you are sending to invalid or malicious email addresses, your conversion rates will be low. With a clean list, your emails are being sent to an audience with a tendency for higher engagement propensity – ultimately leading to increased conversion rates.

  3. Knowledge is power

    A huge benefit of cleaning an email list is that it gives you a sound understanding of your lists content which in turn provides you with actionable insight to make accurate and sound decisions regarding your campaigns. Ultimately, this detailed knowledge will allow you to better target and engage your recipients.

3 genuine benefits of a clean email list.

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So what do you do to make sure that you are communicating with the best list that you can and not wasting money on duplications or missing people through malformed mailing details.


Email validation is a great first step on the road to a clean and healthy email list. With our validation service you can cleanse your list of invalid and malformed emails to ensure your list gives you the best possible chance to engage with your real audience.


List cleaning does not replace permission best practices, so it's important to use double opt-in and ensure you have permission to email your contacts.


Don’t forget, even if you are not going through a list validation service, that you need to ensure that your lists are cleansed of hard bounces as soon as you receive them.


 More like this...


[1] http://content.marketingsherpa.com/heap/tele/EMBG-IN-121906.pdf


[2] http://www.siriusdecisions.com/Research-Articles/T/TheImpactofBadDataonDemandCreation


Tags: deliverability

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