The Art of Letting Go: Why You Need to Stop Chasing Invalid Addresses

The Art of Letting Go Why You Need to Stop Chasing Invalid Addresses

Email marketing has always been about outreach. Aside from the traditional methods of acquiring quality leads, you also need to do a great deal of email blasting to capture prospects and nurture them as they venture deeper into the sales pipeline.

Marketing expert David Newman tweeted: “Email has an ability many channels don’t: creating valuable, personal touches – at scale.”

In terms of establishing better client ties, you can only depend on emails to deliver the relationships you need in order to close more sales.

But let’s say you already have a list of contacts to engage and you are ready to start an email campaign that is sure to bring in more clients to your basket. For sure, you won’t know exactly how many of these contacts will commit – or receive your messages!

This brings us to a topic that is as close to the heart of a B2B marketer as content creation. Maintaining a clean database is by far the most crucial activity when it comes down to email. It anchors on the premise that not all data is good. If anything, you might have been wasting your time to send emails to a bad contact all this time, and that, of course, means a lot of wasted resources.

Related: Top Reasons Why Entrepreneurs Badly Need Email Validation

But what makes bad email addresses? Stefan Pollard of the Clickz Network points to four reasons:

  1. The account was valid once, but either the owner or the ISP closed it.

  2. An affiliate or marketing partner gave you bad data on a shared list.

  3. The user accidentally typed the address wrong.

  4. Somebody deliberately subscribed with an invalid address.

In any case, there is no reason for you to use such data for any longer as they won’t provide you with the opportunities you need. What’s more, such data can harm your campaign and offset any success you have had secured. Continued email blasts to these addresses can give you a one-way ticket to Bouncetown.

Related: Declare Your Independence from Bad Data: A 5-Step Plan

Given the effects of invalid addresses, marketers should know better than to let these addresses hang around. They need to be definitely kicked out, which is best done using a variety of tools and software.

Data cleansing can be difficult to accomplish if you let your marketing team do the scrubbing themselves. Thankfully, you can always purchase a software package that will automatically detect invalid addresses and eliminate them from your marketing list. As an added measure, you can also contract a marketing firm to verify the contacts one by one and update them accordingly.

Related: Grow your Email List: Give more than you can Take

The fact of the matter is that marketing needs good data for it to work well. Not doing enough to cleanse your database will only result in missed opportunities and higher costs.



Generate more leads with a Fresh Email Marketing List

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Fantastic Leads Databases and Where to Find Them: A Guide for List Buyers

For List Buyers: Fantastic Leads Databases and Where to Find Them

Let’s start this article off by saying that a good marketing campaign has to be supported by a good list. Your social media, email and telemarketing engagements won’t help your bottom line unless you have an archive of active prospects…
Top Tips to Find the Right One… The Right Database Vendor That Is…

Top Tips to Find the Right One… The Right Database Vendor That Is…

When you are out looking for a database vendor, you need to face two important challenges: finding out which company best fits your needs and finding one that can actually deliver the results you wanted. You would not know in both cases…
Grow Your Email List: Give More Than You Can Take

Grow Your Email List: Give More Than You Can Take

Business is about growing your revenue and determining the best possible strategies to achieve this. While there are numerous ways you can do to maximize profits for lesser the cost, you can always choose to implement an effective lead generation…

Top Reasons Why Entrepreneurs Badly Need Email Validation

Top Reasons Why Entrepreneurs Badly Need Email Validation


Let’s start off with some basic facts:

For 2017, HubSpot states that 86 percent of professionals prefer using email for business outreaches and that 86 percent of consumers “would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily.” 

If these won’t convince you into believing that emails are still as relevant as they were before, we don’t know what will. Companies that aim to increase their sales have noted actual gains in terms of the volume of qualified leads entering the pipeline. But this not just because they successfully wooed prospects with the right kind of content.

Having high clickthrough rates do not necessarily translate to increases in sales closes. Actual successes are only possible through establishing an effective mailing list validation. How is this so? Well, let’s look at some of the reasons.

#1. Your List is Full of Bad Addresses

When building a mailing list, you can’t expect that it will be filled with actual people. Sometimes, invalid addresses can enter the list without you noticing. This can only spell trouble, since having bad email addresses around can only swell your bounce rate. Worse, the emails you send to actual email addresses will get thrown to the spam folders. Cleansing your database free of unwanted addresses can prevent this from happening.


#2. Your list is full of errors

What’s even more critical than bad email addresses? Addresses that are spelled wrongly, that’s what! Human errors can often result in emails targeting the wrong people or not targeting anyone at all. Again, this will lead to the same issue caused by bad email addresses. Unless you want to see your bounce rates get insanely high, you can take the crucial step of pinpointing misspelled addresses and verify them.

#3. You’re Sending too Many Emails to the Wrong People

HubSpot points out that 78% of consumers unsubscribe to from emails. tweet!

This is due to several reasons, but the most common would be that these prospects are not interested in the brand anymore and that the sheer number of emails they receive daily has become all too annoying! One way to iron this out is to verify your mailing list and filter out any unresponsive addresses. That way, you would be hitting your targets more accurately.

Related: Slaying Your (Mailer) Daemons and Reducing Email Bounces

You’re Spending Too Much

With all these issues taken into account, you can say that not having an effective mailing list validation can cost you a lot of money. You will be spending precious resources rather than growing revenue. With mailing list validation, you can increase sales because you will be engaging the right business partners from a sea of prospects.



Want more tricks for better lead generation through email? Get yourself schooled by exploring our blog for more interesting stuff.



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Email Marketing Series: How to Make Emails your Impossible to Ignore [Video]

Generate more leads with a Fresh Email Marketing List

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