Once a broadcast list it is necessary to define at least twice a year updating and cleaning of the database of contacts. It is a fundamental step and not negligible if you want yours Email marketing campaign are effective and bring the desired results.
But why is it important for the database to be updated?
Mainly for three reasons:
- Inactive, duplicate or non-existent email addresses increase the flow of mailings and encourage the activation of spam mechanisms
- With a clean database, the results are more reliable, the bounce rate is reduced and the open rate is improved
- Emails are only sent to those who genuinely care about the brand and what it can offer – this reduces spam and the risk of being blacklisted.
The first step to a successful email marketing business is definitely to create valuable content. But it is not enough that the database of contacts is not constantly updated: it is necessary, in fact, to intervene periodically to delete the contacts. disinterested (who subscribe to the mailing list but lose interest over time and decide to unsubscribe), inactive (who do not open emails or, once opened, take no action) e non-existent.
If you want to do this but don’t know where to start, we’ve compiled a few strategies that can help.
Reduce the bounce rate
the Rebound rate is the bounce rate or the number, in percentage, of emails that did not reach their destination, for example because the mailbox does not exist or because it has very sophisticated spam filters. To reduce it, it is necessary to collect addresses that reported a bounce error – online email marketing tools like Mailchimp or Mail Up are usually able to provide you with a detailed list – prepare an e- Contact email with an attractive call to action and plan a sending campaign. You can give your contacts a “freebie” in exchange for filling out a form, asking them explicitly if they are still interested in joining your mailing list, or sending them a list of instructions on how to spam your email address. If the contacts are not interested or if your email needs to be bounced back to the sender, you can proceed to remove the addresses from your database.
You can also use tools such as Data validation and the like that allow you to verify the existence of email addresses included in your mailing list, eliminating bounces and thus improving your results.
Recover inactive contacts
The first step in awakening inactive contacts is to work on the content: try to ask yourself if it’s engaging enough or if you can improve it and make it more interesting and useful for your users. If that still doesn’t work, create a list of all your inactive contacts – these can also be easily found from your online email marketing tool – and send them a farewell mail, an ultimatum in which you warn them that you are about to delete them from your database unless they give a sign of life (you decide which one: open the email? click a button? send an email Answer?). It’s a great way to corner them and put them into action.
Segment your audience
A good strategy for reorganizing your database is profile contacts and divide them in segments according to the sector of belonging, interests, products purchased, geographical origin. This operation will bring you two advantages: send emails perfectly to the target, and therefore certainly of interest to your audience, and understand to which contacts you have something useful to communicate and which can be deleted or exploited for another type. Communication.
If your business is in Milan, for example, what can you communicate to your contacts in Puglia? Who can also buy your products in Ostuni? That you have an e-commerce that does shipments throughout Italy? If you don’t have useful or interesting information for a certain type of target, you might as well remove it from your mailing list.