What’s important when you’re planning an e-mail campaign? Speed? Deliverability? List quality? The fact is, if you’re concerned only with the speed of turnaround, then you could be doing yourself a disservice in the quality and deliverability of the file you are using.
When you rent an e-mail list it should be cleaned. Cleaning your list ensures a low rate of bouncebacks and a high rate of e-mail deliverability. A clean e-mail list also improves your reputation as a sender with Internet Service Providers (ISPs), ultimately keeping you off their blacklists.
The list you are renting often comes from a database of millions of subscribers, which makes regular data hygiene a critical task for e-mail marketing success. People move, they change IP providers, they make accidental typos in a registration, etc. All of these factors negatively impact a list and increase hard bounces. Cleansing before an e-mail broadcast ensures that these undeliverable e-mails are removed.
If you are getting an unrealistically fast turnaround in your e-mail, you should be asking yourself if your provider is in fact taking the time to cleanse the list you are investing in.
Waiting a day to be sure that your list is highly deliverable is a far smarter move than sending the list out quickly and discovering you had a high bounce rate and low inbox deliverability.
During data cleansing, all records are checked for accuracy and consistency, and either corrected, or deleted as necessary. At its most simple form, data cleansing involves reading through a set of records and verifying their accuracy. Typos and spelling errors are corrected, mislabeled data is properly labeled and filed, and incomplete or missing entries are completed. Data cleansing operations often purge out-of-date or unrecoverable records. Data cleansing deletes records that have not been updated, corrects any misspelled words, and deletes duplicate copies. More complex data cleansing programs append missing cities based on a correct zip code.
Data cleansing is very important to the efficiency of your e-mail campaigns. It is also vital for your protection with IPs. Errors are bound to creep into any database. The goal of data cleansing is to minimize these errors, and to make the data as useful and meaningful as possible.
Successful marketing campaigns happen when accurate data is sent. Unfortunately, as with most things in life
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