Improving ROI with Email Hygiene

how to improve conversion rates in email marketing

What determines email marketing success?

There are many factors that determine the success of your email marketing campaign. You must get the right people to sign up. You need to provide engaging content. Your copy must catch the attention and appeal to your audience. You must segment your list so that you efforts are targeted. You must do all of these things consistently because conversion doesn’t happen overnight.

There’s an even more important factor from which everything hinges: a clean email list. It doesn’t matter how many of your customers subscribe, how good your content and copy are, or how efficiently targeted your list is—if your list is replete with bad and invalid addresses, your email marketing efforts will be negatively affected because your subscribers will not receive your email communication. After all, if your subscribers don’t receive your messages, how will you expect them to convert?

How does email hygiene improve conversion rates?

Your email list forms the foundation of your email marketing. And no, it’s not about merely building a long subscriber list. Sure, you want to reach as many of your customers as possible. But you want a good quality list or well-targeted subscribers.

Your email list hygiene affects your online reputation. Your online reputation, in turn, affects email deliverability.

ISPs look closely into your online reputation. ISPs are wary of spammers and will protect their subscribers from unwanted mail. If they deem your reputation suspicious or dubious, they are likely to block communication coming from you.

To ascertain your reputation, ISPs look into your bounce rate—that is, how many times your emails bounce back or are returned to you. If you have a relatively high bounce rate, they will consider you a spammer and limit, if not ban altogether, communication from you.

How do I ensure email hygiene?

Frequent email data scrubbing is key to email list hygiene. You need to look out for the following types of email addresses:

1.     Fake addresses. These addresses don’t exist and will increase your bounce rates.

2.     Spam traps. These addresses are essentially bait, used by ISPs to identify spammers.

3.     Addresses with typographical and syntax errors. Some typographical errors can be corrected by some email cleaning software, but addresses with syntax errors need to be removed.

4.     Role or department accounts. These are accounts that usually begin with sales@, webmaster@, info@ or something similar. They are not personal email addresses; they were created to receive specific types of mail.

Most if these addresses can be flagged and corrected or removed by email scrubbing software, so make sure that you include this important tool in your campaign.