(Serhat Beyazkaya, SmartMessage Product Marketing Manager) First things first, you need to have a contact or subscriber list to start the email marketing. Compared to other marketing activities, email marketing makes a difference in reaching users on your list directly and creating high ROI. Companies that take data management seriously enjoy useful lists.

People often see email marketing as a simple bulk delivery action. In truth, companies can use it as a profitable channel via proper data management. Once performed well, data management has a direct positive effect on your marketing strategy.

Right data management helps you decrease costs, and the delivery with segmentation improves profitability. Using other lists instead of yours increases the risk of delivery failures even to your customers. The actions taken for data management have common purposes like following the right steps of permission-based marketing and getting consistent read rates via successful deliveries. Otherwise, the attempts most probably will end with low read rates, high unsubscription numbers and being marked as the spam deliveries. In the following section, we will be focusing on “do’s” and “don’ts” for successful data management.

What is Spam?

Spam is a kind of bulk delivery where the sender mails the subscribers without their knowledge and permission. Mostly these emails aim to promote and advertise products and services.

The Permitted Data

You should always get consent from your customers explaining why you will be sending emails and form a permitted subscriber list. Regulations like GDPR also aim to prevent violating users’ privacy via spammy communication. When you collect consent, additional gathered information like demographics and interests are beneficial for segmenting your list better. We suggest the double opt-in method where the user clicks the link emailed for the final confirmation to join your list and leave consent information. This method helps you eliminate the misspelled and dummy email addresses and keep your email list hygiene high.

Should I buy email lists?

Buying data is one of the major mistakes in email marketing that will end you up as a spam sender. A permitted list that has a fair number of users is not a disadvantage. On the contrary, sending emails to a huge list that consisted of unpermitted users will take you to the blacklist. Like the purchased ones, free lists possibly collected by robots (email harvester) is another method you should avoid. This method also is spammy and violates individual rights and privacy.

Lists from Unkown Sources

You may restart email marketing again after a long period or want to take advantage of an unused list compiled by another department. Changes are inevitable for email marketing as well. Details like regulations, users’ preferences, and individual info may change. Using a list from an unknown source is as risky as buying lists. The reason is always the same. Users that cannot remember when & why they allowed you to send emails do not open your new emails unsubscribe from your lists and marks your emails as spam.

What is the Blacklist?

The database containing IP addresses that send spammy emails is called the blacklist. Ignoring the hygiene of your data may damage your IP reputation and place you in the blacklists. This situation leads to the failure of your email marketing activities.

Feel free to contact us to increase your email marketing success.