Email is an important marketing communication channel and is used frequently by marketers. While it is relatively inexpensive and a great way to connect with customers, marketers need to remember quality communications matter in this channel more than ever.
Internet service providers (ISPs) place emails in a user’s inbox based on the senders reputation. This is determined by several factors, including the number of bounced emails and the interaction their users typically have with this provider. So when you send emails, do your users open and click the email at a decent rate?
Blindly sending mass emails to a large, poorly cleaned database will result in a bad sender reputation. This can result in your emails being placed in the spam folder or not delivered altogether. This can leave marketers unable to communicate with any of their database via email.
It is important for marketers to send relevant messages to select individuals, but also ensure they are cleaning their email database on a regular basis. Organizations can verify the accuracy of emails as they are entered by the consumer or can cleanse information in a back-office software.
The majority of email errors are syntax or formatting related. These can be easily identified and corrected with software tools. Poor emails that can’t be fixed can also be identified and removed from mailing lists until they can be corrected.
By improving the accuracy of email data and targeting messages, marketers can improve their reputation with ISPs and ensure messages reach their customers and prospects.