According to the Direct Marketing Association, every dollar spent on email marketing should yield a 4300% return on investment. But are your efforts seeing that kind of return? Improving your email deliverability will lay the foundation for these levels of success.
But, if you’re not cleaning your lists, then you likely won’t be anywhere near this mark.
Many businesses do not take the prerequisite steps to ensure the time and effort going into email marketing is used as effectively as possible. They collect or buy a list of prospects, upload it into their favorite marketing automation platform, or email service provider and blast away.
The consequences of ignoring email deliverability
At best – high hard bounce rates, which lead to high soft bounce rates. Both of which make it increasingly difficult to reach the recipient’s inbox, let alone grab the attention of the buyer.
At worst – spam traps, moles and other malicious email aliases that are specifically designed to catch and punish irresponsible senders, and blacklist the IPs they send from.
This is where list cleaning comes in. The two key forms of list cleaning are data validation and data scrubbing. Validation helps improve your email deliverability by removing the invalid email addresses, whereas scrubbing removes the malicious addresses.
To learn more about the benefits of scrubbing your list, check out this article: Fuel your marketing automation efforts with a clean list.
We’ll focus on validation in this post.
How does validation work to improve email deliverability?
Receiving email servers evaluate a wide variety of criteria when determining whether they will inbox, spam/junk folder, black hole, or soft bounce your email. Engagement is one of the most important of these criteria.
If you remove non-existent records before you hit send, your engagement rates are guaranteed to be higher. The servers will also trust your domain to a higher degree the next time they see your emails come across the digital desk.
It sounds obvious, but it’s often overlooked: mailing to people who actually exist is one of the best ways to improve your results.
Implement a policy of cleaning any new list before you hit send. What’s better than a strong CTA? A CTA that is actually seen. All the money your business paid the marketing department to come up with those clever and pretty emails becomes a much better investment.
Want to learn more about other aspects of email deliverability?
Check out this great e-book by Act-On Software’s Deliverability team:
Looking for other ways to improve the ROI of your Act-On Software subscription? Gundry Marketing can help. Email deliverability optimization is baked into everything we do.