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Even when some marketers are lauding the rise of social media and mobile marketing as the area to focus, email list building still remains a cornerstone of any company’s strategy. Growing a list leads to more lucrative marketing campaigns, and it can be exciting to see the database numbers grow. The high digits can hide a growing problem, however.
Why is Email List Cleaning Necessary?
The problem mentioned above has to do with information in your email mailing lists that has errors, is out of date, or represents a spammer, bot, or another automatic program. In order to get the best return on your investment for each email marketing campaign, your message must get to real people who are interested in what you have to offer.
Since sending out mass emails does not cost a lot of money, you might think that having bad or old information in the list does not matter. For your budget, it is true that it makes little difference. For your company or organization, the difference can be drastic and damaging.
Top 5 Benefits of Mailing List Repair and Cleaning
The following positive outcomes of a professional mailing list repair process should help you decide to pay more attention to the quality and currency of information in your databases.
#1 – Save Money on Marketing
Although, as mentioned above, email marketing is one of the most affordable ways to get your message out to as many people as possible, it still costs money. Whether you represent a large corporation or are a freelance individual looking for more clients, you have a set advertising budget and want to make the most of it.
While costs to the mail designer and content writer may not change, how much you pay to send out the email will differ greatly before and after email list cleaning. This process entails removing all incorrect, unresponsive, and obsolete information. The next time you send out a direct email to your list sign-ups, you will not have to pay to send to these dead ends.
#2 – Reduce Your Email Bounce Rate
The lower the bounce rate, the more real people receive your marketing message. Companies strive to get this percentage down as low as possible to maximize their returns or conversion rates. The best way to do this is through regular mailing list repair that removes any email addresses that have bounced.
A low bounce rate is not only beneficial for you and your company. Independent anti-spam networks and email service provider (ESP) blacklist departments keep track of a domain’s bounce rate to determine whether they should accept email from them or not in the future.
This means that if you send out too many emails that bounce to a particular ESP, it can decide you are a spammer or scammer and block any more incoming messages. It is obvious to see that this could be highly detrimental to your marketing efforts.
#3 – Avoid Spam and Junk Mail Boxes to Preserve Your Reputation
Similar services track whether your emails are automatically sifted into junk email boxes or blocked by spam complaints. Once your domain or email mailing lists are deemed negatively like this, it is very difficult to recover and regain your ability to send out messages as you did before.
Instead, prevented from ever happening with email list cleaning services performed regularly to minimize the chance of complaints.
#4 – Improve Response and Conversion Rates and ROI
Email marketing campaigns can have one of the two main goals. First, an email may introduce the company, products, or services to build brand recognition and get the recipient into the top of the sales funnel. Second, an email may specifically offer something designed to elicit a conversion or a direct sale.
No matter what, every marketing email should include an attractive call to action (CTA) that gets your company closer to the profits you desire. Although the content and offer contained within the email are essential to improve the click through rate, getting the emails in front of a targeted and interested audience is paramount.
#5 – Collect More Accurate Marketing Campaign Data
In order for a company to succeed, it needs to constantly track, analyze, and use collected data to make changes that improve the outcomes of every effort. This includes email marketing campaigns, and the most important information to collect has to do with the quality and responsiveness of the email mailing lists.
The most accurate and current email databases yield the largest amount of actionable information. The cleaner the list, the fewer junk data will be collected. This is why mailing list repair is essential for determining your company’s next steps in the quest for higher conversion rates, greater returns on marketing investments, and the successful realization of goals.