Have you ever wondered why your e-mailing campaigns are not delivering the results you expect?
Are your databases up to date? No?
This may well be the reason for your difficulties …
For your e-mailing campaigns to have a real impact, you must have a clean database, know exactly who you are talking to and when. Of course, nothing prevents you from working on your contacts file… but you will not be as efficient as you want. Worse, your emails may be considered spam and your return on investment (ROI) may well experience a free fall …
To avoid unnecessary efforts, it is good to think about recurring problems with customer databases, which you can easily remedy: duplicates, non-standardized data, incomplete databases, erroneous data, etc. time, money, and leads, especially in the context of a marketing automation campaign.
So here are some tips for getting started. Follow the leader!
You will get tips for the email list cleaning process step by step
Step 1: Identify errors upon registration
As soon as someone signs up or a subscriber updates their email address, request a double email confirmation (double opt-in ). Internet users sometimes make typos, which can cause the request to be forgotten, unsubscribed, or even exited from the purchase cycle. And that’s exactly what we want to avoid …
To run a quality campaign, it is also important to quickly identify duplicates. These may tire your Internet user and scare him away. Our guide to common email marketing mistakes will help you avoid this kind of problem.
Step 2: Update your data regularly
The hard bounces and soft bounces that are repeated with the same address show emails invalid or unavailable: you can remove them from your list. Indeed, the hard bounce and soft bounce rate is an indicator used by internet service providers (ISPs) to identify spammers. It is therefore a very strong variable in the calculation of the reputation of your IP address or your sending domain. And if your reputation is bad, your deliverability rate will be impacted… and getting out of this bad situation will cost you dearly.
Instead, bet on anticipation! Monitor your contacts who don’t open your emails: if this becomes recurring, don’t hesitate to remove them from your list. Your statistics will be even more accurate for the future, and you will be able to adapt your e-mailing campaigns as well as possible.
Regularly cleaning your list of email addresses can improve your deliverability rate as well as the ROI of your campaigns, with better conversion and reduced costs. You can find more tips on this in our guide to new metrics for email marketing.
To get it, it’s over there!
Step 3: Segment your databases
As soon as a new user subscribes to your list, remember to retrieve all the information concerning him then to sort according to your offers and various criteria: age, profession, profile, sector of activity, habits of purchase…
By breaking down your market and customer base into homogeneous and cohesive subsets, you will be more efficient and competitive from a business point of view, which will help you build long-term relationships with email conversations. relevant at scale.
Segmenting your database will bring you many benefits. The message and the commercial offer can be totally adapted to a subset of prospects. And perfectly meet their characteristics, their expectations, their needs, their usual purchasing processes, etc.
To know about- THE TOP 15 FREE EMAIL MARKETING SOFTWARE IN 2021
In short, a good segmentation makes it possible to send the right offer, to the right people at the right time, to be able to carry out an effective marketing automation campaign … In addition, a precise segmentation allows you to better analyze your activity and refine your strategy!
That’s it, you can now take your first steps. And then you canan prepare a clean and efficient database for your marketing automation campaign. If you have any other tips to add, let us know in the comments!