When it comes down to it, in the email marketing world we must have high quality when it comes to the database of our opt-ins. Even if we follow best practices and trends closely, hard work will only be matched by the correct data collection. So here are some important tactics to help you with your email marketing database.
Just imagine your data was accidentally readjusted- you would feel the effects immediately. It affects email list segment sizes and response. It could, for example, change email marketing messages from being opt-outs to opt-ins, thus affecting data integrity. It’s so important for your company to follow best practices in data collection. Here are three tactics to help you:
1. Always keep a record of when and how someone opts in. This is done by putting an IP stamp and timestamp on all collected data. This information will be very helpful for you in the future- for both data restoration and CAN-SPAM requests.
2. You should be cleaning your data at least twice a year. If not, you will be missing out on some really good opportunities. If your data is clean it will be responsive. Don’t leave non-responders on your list for long periods of time without trying to engage their interest once again. Too many people make this error.
3. There is a pretty well-known fact in the internet marketing world that if there is no initial relationship built, then 90 percent of all email responses will stop after the third email. And your database is the key to response. You must not abuse your opt-in quality. Make sure to have a strong welcome stream in place. Use your welcome emails to build a strong and solid relationship. This will bring in much better results.
Even though these tactics seem simple, don’t underestimate them, they will end up making you and your CFO really glad!
