Enter your email address to receive this article as a PDF to read later!
Direct email marketing is one of the most powerful tools at your disposal for promoting your brand and finding new customers. If the success of your business directly depends on finding new leads, making sales and establishing relationships with customers, direct marketing can help you reach your goals. This type of marketing can take your carefully crafted, targeted advertisements and put them directly in front of your ideal customers.
As useful as this form of marketing is, it is only effective if your emails are reaching the right customers. This is exactly why you should know about email cleaning. Simply firing off emails to addresses is not a long-term strategy. You need to make sure that your emails are reaching active and engaged potential customers. Implementing a robust and thorough email cleaning strategy can help you make sure that you aren’t wasting valuable time and resources.
If you’re not already using a technique to keep your email lists clean and healthy, check out these valuable benefits of a clean email marketing list.
Ensuring A Return On Your Investment
Before you get started with direct email marketing, you will need to obtain a recent email list. These lists are collections of email addresses that can be targeted towards a specific demographic. For example, you may be able to purchase emails lists that are selected for a particular geographic location or a specific age range. This will help you to direct your marketing materials towards your ideal customers.
Although this is a great way to interact with potential leads, one issue might be holding you back. The simple fact is that not every single email address on your list will be in active use. Many people who use the Internet on a regular basis have at least a few different emails. This means that one contact on your email list might have 3 to 5 email addresses in total. They may use some of them more frequently than others, meaning that they might never see your marketing email.
In other cases, people gradually stop using email accounts over time. Over the course of several years, email addresses that were once actively used may now be inactive or hardly ever checked.
All of these factors can add up to a lower return on your investment when you purchase an email mailing list. When you first purchase the list, a higher proportion of the contact information will be viable and useful. However, as time passes, some of those email addresses will go dark, mark your mail as spam or simply never get checked. Each inactive address means that some of your investment will not lead to a return.
While a 100% clean and active email list may be hard to find and maintain, you can work towards this goal with regular email cleaning practices. In the cleaning process, inactive or unresponsive email addresses will be removed, leaving you with an email list that is more likely to help you reach new customers.
Better Conversion Rates and Improved Site Traffic
Of course, the primary goal of a marketing email is to convince people to interact with your product or service in some way. Whether it’s making a purchase, contacting your company for more info or simply visiting your website, a well-crafted marketing email can get potential customers to consider your brand.
Search engine optimization and regular website updates can help customers find your site organically. When customers use search engines, they can hit on key phrases that will land them on your website. However, there’s a lot of competition out there and organic hits aren’t the only way to success. Direct marketing can get more people onto your website and improve your conversion, or the rate of interested people who visit your site and actually become customers.
A direct email can engage with potential customers in a way that organic search results can’t match. People may be more likely to become loyal customers if they feel that you have reached out to them directly.
In order to boost conversion rates and site traffic as much as possible, you need to make sure that your marketing materials are getting to the right people. This is where mailing list repair can be extremely beneficial.
If 25% of the contact addresses on your mailing list are inactive or infrequently used, you’re not just sending emails that will never be read. You’re also using up time and resources that could be used to drive more visitors to your website.
If your email mailing lists are more than a few weeks old, it’s time to start considering mailing list repair as a strategy to turn potential leads into actual sales.
Improved Analytics and Data
As you conduct your email marketing campaign, you’ll start to pay close attention to the number of responses, website hits and sales that you obtain as a result. While this is definitely a good thing, it’s really only part of the picture.
When you use email mailing lists to get your brand message out to the public, you’ll actually start to gather a very large amount of data. For example, one of the most important data metrics that you obtain will be your rate of additional sales and traffic that you see in response to your marketing efforts. When you compare the amount of additional business that you see to the amount of emails that you sent out, you’ll be looking at a pretty accurate gauge of the success of your marketing campaign.
You can use this information to find out how effective your marketing strategies are. This is very valuable because it can show you where you need to make improvements and how to focus your marketing materials.
However, this information is only useful if your mailing list is clean. A mailing list that is full of inactive addresses or spam accounts won’t give you an accurate picture of your marketing success. You may think that your low conversion numbers are due to bad marketing when, in reality, many of your emails are going to accounts that will never turn over a lead or a website hit.
Regular email cleaning keeps your lists free of these dead accounts so that your data and analytics stay accurate.
Whether you are launching your first email marketing campaign, trying to get better data or make sure that your money is being put to good use, mailing list repair is an essential tool that can help you achieve the results that you want for your brand.