Cleaning the mailing lists periodically improves the results in Email Marketing campaigns

Promotional email and we are very proud of our work. The texts are unbeatable, worthy of  Eduardo Mendoza ; the graphic line, modern in the purest hipster style ; we have done the A / B tests  to optimize your conversion; we send it in an  optimal time slot … In short, we follow all the recommendations to have a successful Email Marketing campaign … But we get ridiculous open rates:  what have we done wrong?

The answer will surely have to be searched in our database, which includes a wide list of outdated or fake email addresses . We have focused our efforts on an action that has barely reached our target audience and, without a doubt, there is nothing worse than using resources to carry out a promotional action that does not reach its recipients.

To ensure that we get much higher open rates on our shipments, the Email Marketing solution has included a new functionality that allows you to clean your mailing lists of invalid addresses.

Using this option frequently, you will be more efficient in your promotional shipments  and you will not get these disappointments: you will not waste resources on ineffective shipments, you will reduce spam complaints and prevent your domain from ending up on black lists, you will reduce the reputational risks involved in carrying out multiple shipments to invalid email addresses and, above all, you will improve the results of your campaign.

Because we can’t forget that higher inbox delivery rates mean higher open rates. This leads to increased conversions and sales, which equates to a higher return on investment in your Email Marketing campaigns.

How does it work?

With this new self-cleaning functionality, the Email Marketing system connects to vendors to test and verify each email address specified in the email list.

Using this tool is as simple as following the steps below:

one Access your Email Marketing account. The Self-cleaning option is displayed from the Lists and Contacts section .

two Select the list you want to filter, check the credits you need and buy credits if necessary (1 credit per email address) before verifying.

3 Wait a few moments for the process to complete. To make sure you don’t lose the old addresses, a new clean list is created in your account without overriding the original.

4 Download the detailed verification report in PDF format.

And that’s it! Our mailing lists are already cleared of inactive email addresses.

How to make your Email Marketing campaign a success and not spam

Email Marketing campaigns are a direct, economical and efficient way to reach thousands of clients or potential clients. On many occasions, however, the line between a successful marketing campaign and the spam bin can be extremely thin. The preparation of the shipment and the previous work of our list of recipients are the keys that prevent our commercial messages from falling directly into the torrent of unwanted emails, from being ignored or even bothering our subscribers.

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Today, we are aware of the importance of Email Marketing as a tool for our clients to be aware of our news. It can really be considered a powerful tool that we can use to increase our online sales or to retain customers. However, we must give it the best possible use and avoid certain errors that can place us directly in the most avoided folder of all: the spam folder.

Next, we offer you a series of guidelines for your campaign to avoid the ill-fated fate of spam and be a success:

Up to 20% of emails are spam or unwanted advertising. We have already covered basic tips to prevent your email from being considered spam . However, this topic is so recurrent and essential when planning an Email Marketing campaign, that we are going to dig a little deeper with some recommendations so that a strategy of this type comes to fruition and translates into conversions or sales.

Build a good email list. The first and fundamental thing is to have the consent of the users . Therefore, we must avoid the use of lists bought or rented from third-party providers, since your email will surely be rejected. For this, it is advisable to launch a permissive marketing strategy –  ask for authorization before sending your Email Marketing campaigns – and work with double opt-in lists . In addition to including their data in a form, the user has to confirm the activation of the service by clicking on a link that arrives in a previous email.

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Facilitates instant discharge. Make it easy for people to unsubscribe if they are no longer interested in receiving information about your services. To do this, it is necessary to include a link in all shipments so that they can unsubscribe. In addition, your website must include clear and prominent information about your email policy and offer the possibility of declining to receive marketing campaigns in the future.

Use a campaign provider. Every time we send an email, the IP or the server from which it was sent is instantly checked, and if it is on a black list it will be marked as spam, even if the email is not. Spam filters have to do with the reputation of the IP from which your email campaign is sent .

Secure the reputation of your domain. Email providers have also started paying attention to domain reputation; Some have developed software that identifies the domain associated with the email and assigns it a spam or penalty score based on a history of domains. To do this, make sure that your domain and the name of your company are protected.

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Take care of the quality of your content. It is important to know the recipients of our emails well, in order to create attractive content for them. You have to think about their needs, doubts and concerns to offer them information that they consider useful. Pay attention to the choice of language and do not abuse the images, as most email clients block them, and do not load the message of links that redirect to other pages.

Pay attention to two essential fields: the sender and the subject. The first field is who sends the message and it is very important that the people who receive your email have the ability to recognize the sender. As for the subject, it must be short, attractive and truthful , that is, correspond to what the body of the email offers. Try to avoid words included in spam lists, such as free, now, urgent, etc. or words written in capital letters or “extra” punctuation, which are often associated with spam.

Define shipping times well. Don’t send emails excessively or more frequently than you really need. If in the subscription you indicate that you will send an email every week or every fortnight, try to comply with it, unless you have to communicate a specific topic.

Test the shipments. In previous posts, we have already talked about the importance of A / B tests to improve results , but we also have to be aware that our mass mailing will be received individually by users who use different email managers and devices . Therefore, it is highly recommended to check how our messages are displayed in the most used systems.

Measure the results. Once the shipment has been made, it will be useful for our future campaigns to know and compare your results with similar shipments that we have made. The essential data that we must know are: failed shipments (it may be necessary to correct incorrect data in our database), open rates and clicks on our calls to action.

Promotional email and we are very proud of our work. The texts are unbeatable, worthy of  Eduardo Mendoza ; the graphic line, modern in the purest hipster style ; we have done the A / B tests  to optimize your conversion; we send it in an  optimal time slot … In short, we follow all the recommendations to have a successful Email Marketing campaign … But we get ridiculous open rates:  what have we done wrong?

The answer will surely have to be searched in our database, which includes a wide list of outdated or fake email addresses . We have focused our efforts on an action that has barely reached our target audience and, without a doubt, there is nothing worse than using resources to carry out a promotional action that does not reach its recipients.

To ensure that we get much higher open rates on our shipments, the Email Marketing solution has included a new functionality that allows you to clean your mailing lists of invalid addresses.

Using this option frequently, you will be more efficient in your promotional shipments  and you will not get these disappointments: you will not waste resources on ineffective shipments, you will reduce spam complaints and prevent your domain from ending up on black lists, you will reduce the reputational risks involved in carrying out multiple shipments to invalid email addresses and, above all, you will improve the results of your campaign.

Because we can’t forget that higher inbox delivery rates mean higher open rates. This leads to increased conversions and sales, which equates to a higher return on investment in your Email Marketing campaigns.

How does it work?

With this new self-cleaning functionality, the Email Marketing system connects to vendors to test and verify each email address specified in the email list.

Using this tool is as simple as following the steps below:

one Access your Email Marketing account. The Self-cleaning option is displayed from the Lists and Contacts section .

two Select the list you want to filter, check the credits you need and buy credits if necessary (1 credit per email address) before verifying.

3 Wait a few moments for the process to complete. To make sure you don’t lose the old addresses, a new clean list is created in your account without overriding the original.

4 Download the detailed verification report in PDF format.

And that’s it! Our mailing lists are already cleared of inactive email addresses.

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