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:
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The account was valid once, but either the owner or the ISP closed it.
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An affiliate or marketing partner gave you bad data on a shared list.
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The user accidentally typed the address wrong.
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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.
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