Blog post By Paula Chiocchi on 2022-10-19
In a perfect world, every marketing email sent would be received by the email service provider, opened by the prospect, then read and responded to exactly as intended. But a marketer’s job is not that easy.
When it comes to email, having accurate data is critical. In my experience, here are some of the top reasons email hygiene is so important and the steps you can take to make sure your email list is valid, free from errors and set for success.
What is email hygiene?
Email hygiene is the process of purging your email list of invalid email addresses, data entry errors, Spam traps and mismatched customer profile information. It’s estimated that B2B contact data decays 30% per year, so if you’re not actively ensuring your email data is correct, it’s not as accurate as you think it is. Email hygiene ensures you aren’t personalizing your emails with incorrect information or sending emails to invalid email addresses.
Why is it important?
Marketers want to send the right message to the right person, at the right time, and ISPs (Internet Service Providers) want to give customers the best possible experience, which includes guarding users from unwanted emails (spam).
As ISPs get more serious about spam, they are adopting more sophisticated privacy regulations and safeguards. For marketers, this has led to an increase in invalid or unengaged email addresses being categorized as spam and has caused more domains to land on an “email deny list.” What this all amounts to is that it’s better to have a narrower audience of relevant prospects, than a larger audience with invalid or unengaged email recipients.
In addition to lowering email send reputation risks and improving delivery rates, proper email hygiene can improve ROI, lower bounce rates, improve accuracy of email campaign reports and optimize conversion rates.
Here are four easy ways to improve email hygiene and maintain a clean email database:
There are many challenges and variables in developing a successful marketing campaign, but there are also simple steps to better ensure your message reaches the correct audience. Email hygiene improves your ability to reach the right contacts by removing the wrong ones.
Don't let bad data infect your email marketing. Contact my team today if you’re ready to learn more about improving your email hygiene.
Did you know? Over 75 million of OMI’s 80 million manager- and professional-level and above contacts are matched to the LiveRamp RampID graph, including 65 million records from our SMB and medical market databases. Contact us today to learn more about building a custom audience.
At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.