Impact of data quality on your email program

The impact of poor data quality is more important than you think. In the UK, Royal Mail released a pre-GDPR report stating that the average cost of poor customer contact data was 5.9% of the annual turnover. The Return Path Life Cycle Reference Report identified 34% of new B2C subscribers will be terminated within 30 days, primarily due to poor quality addresses. The Direct Marketing Association (DMA) Marketing Email Tracking Report calculated the value of the subscriber's life by email at £ 37.32 .

So, armed with a better understanding of the financial impact of poor e-mail data, let's examine the factors that influence it:

1. Acquisition
It is important to consider all possibilities of collecting e-mail addresses. You can get them online through your website, in-store at the point of sale, through your call center, and more. Whatever method you use, you must make sure that you only bring real e-mail addresses into your program. The best approach is to implement an email verification API to validate new addresses at the collection point. Also discover these four interesting ideas to optimize your acquisition process.

It is also essential to acquire primary (and not secondary) email addresses. These are the first choice addresses of subscribers – those with whom they engage daily. The return trajectory research shows that, if the primary addresses represent only about 1/4 of a typical B2C list, they generate more than 80% openings. Subscribers are much more likely to provide primary addresses if they trust the sender, which is based on robust consent, transparency about how personal data is used, and the establishment of a strong value proposition. These comply with the basic principles of the GDPR and many European shippers now see a better return on investment that results directly.

2. Hygiene
Once you have good e-mail addresses in your database, you want to keep them. This is where list hygiene is at stake. In particular:

Make sure all bounces are handled properly and in a timely manner. Check out this bounce guide to better understand bounce codes and how to deal with them.
If subscribers complain about your emails, delete this address immediately. If not, the same subscribers could complain, which is extremely detrimental to your sender's reputation indicators.
The same is true for unsubscribers. It should also be noted that making this process a simple and transparent process can even have a positive impact by creating greater trust. A study from Messagegears showed that unsubscribes to Gmail have decreased since the introduction of their new "Easy Unregistration" feature.

Need to revise your current complaint and unsubscribe process? Our subscriber complaints guide and our article on 18 ways to improve your unsubscribe process can help you!

3. Time
Consent does not last forever! In the United Kingdom, the directives of the Office of the Information Commissioner (ICO) state:

Consent will not remain valid forever. The validity period of the consent will depend on the context. . . [and] It will become increasingly difficult to make a true indication of the wishes of the person over time. . . . The exact length of time an organization can continue to rely on consent will depend on the circumstances and expectations of the individual.

A good rule is to consider the economic cycle of the shipper – if transactions are made on average once a quarter, the consent should not exceed twice that period. Of course, mailbox providers may have higher expectations. The "easy unsubscribe" feature of Gmail makes it clear that consent expires after 30 days of inactivity (in their mind!).

This is also a basic deliverability rule: E-mail addresses that are used a lot increase your reputation and achieve good inbox placement rates compared to less committed addresses that are not.

It should not be difficult to keep only the good subscribers who wish to receive your emails. Consider the following approaches:

Proactively check your mailing list every six months: This data cleansing suggestion allows you to delete inactive email addresses before they are recycled into spam traps by mailbox providers, which helps maintain a good sender reputation and avoid the risk of potential blacklists. !
Remove non-respondents from your list: Inactive subscribers may have already participated in your program, but have since stopped opening your emails. Before removing them completely, a winback campaign is a great way to try to bring them back. However, if they still do not respond, you must remove them as part of a good hygiene procedure: it is a wise compromise between quality and quantity.
Check out these strong returns: It is common knowledge that some mailbox vendors return brutal referral codes for non-permanent conditions. Microsoft's guidelines for bulk mailers include "spam-like features" and "IP reputation," and list owners remove these addresses in good faith. By using a validation solution such as BriteVerify, senders can reverse the normal use case by identifying the right addresses that they should keep on their lists.

The Return Path Sender Score Benchmark report recently published by Return Path indicates that the average rate of unknown users for a mail program with a reputation score in the 81-90 band is greater than at 3 X compared to a program in the 91-100 category. band (3.2% vs. 0.9%) . There is also a difference of 20% in the delivery rate between these two bands (71% vs 91%) . Cheetah Digital's fourth-quarter 2018 reference report shows an e-mail income of of $ 0.08 so poor quality data cost an address list owner One million of 16,000 with each shipment!

What are you waiting for? Start cleaning your number – now!

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