You’ve probably had Email marketing database issues if you work in sales or marketing. We’ve all experienced a database with incorrect information, such as phone numbers or email addresses. Or, if the data is not useful for analysis and segmentation.
If you have faced another situation: you send an email and your bounce rate is high, your boss has forbidden you to send any more emails. But there are solutions for your database issues.
Tons of postal addresses but no email
In the past, your marketing strategy may have relied heavily upon mailings, catalogs…to capture potential customers.
You decided to send messages via email because it was a cost-effective way to reach a wide audience. What do you do if most of your contacts do not have email addresses?
Your mailing list can grow organically over time. Use as many touchpoints as you can on your website as well as in your emails. This will allow you to collect email addresses and build a database with a good chance of expanding.
Consider incorporating a system in your business that assists you with registering customer information, such as a CRM, and will also allow you to check if your emails are valid. It is great that CRM systems allow you to import the contacts you have already collected and spent so much money to acquire.
Marked as spam
Gmail and other email providers keep track of spam complaints which are emails that have been sent to a large number of recipients.
Your IP address is responsible for a large part of this, which means that many of your messages will be sent to the spam folder.
What to do? You can do several things. Make one or two monthly shipments to your list, unselfishly. This will allow recipients to take part.
Make sure that the messages you send are relevant to your list. Segment the list and understand your buyer persona. Use an email management program, as we previously suggested. It will help you to identify spam complaints and ‘traps.’
Invalid email addresses
Did you know the average email turnover over a calendar year is around 25 percent? It means that many email addresses are changed every year.
The term ‘invalid email’ can be used to describe several things. It could mean that the address is incorrect, contains typographical errors, or has been deleted.
Solution? Make sure to send your emails regularly. You will be able to see if any emails are being returned. Also, it is common for companies to not ship their products for a very long time.
A provider who is responsible for correcting syntax or errors, validating emails, and checking them can be of assistance.
Little or no additional information about list subscribers
How will you segment your audience based on if they use Gmail, Yahoo, or both? This may be useful in rare instances, but how can you send them relevant messages if you do not know who is behind their email address?
Ask smart questions on your web forms. This will save you time and allow you to focus on other tasks. Google can be used to find data that is of interest. For example, demographics. This will allow you to fill out the information on customer profiles to improve segmentation and targeting.
Bad sender reputation
It is not the database itself that’s at fault, but a poor marketing database. Sender reputation measures the extent to which Internet service providers adhere to established standards. Also, your reputation as a sender will be damaged if your email is marked as spam or your list bounces constantly.
Keep your email database clean and current, segment the list, and send relevant emails on a regular schedule.
Do you have any experience with database issues? Contact us today and we will help you to overcome these email marketing problems.
