In the last two posts, we’ve talked about the difficulties of basic rental purchase email marketing and the hassles of outdated contact lists. Now that you have brought up the problems, we must move on to the solutions. If your email database is a problem, how is it cleaned up?
Email database source: buy or rent = trash
As we have seen, basic rental or purchase is a trap: if you have such a list, I can only advise you to turn the page as soon as possible. You will be wasting energy and money wanting to exploit it … The alternative is, of course, the basis “lent from a friend”: the dilemma then is less serious, because you did not pay, and we do not regret moving forward immediately.
The risk of being blacklisted or labeled a “spammer” is huge. Allow me to insist but be aware that one spam trap can lead to a blacklist. For webmail or anti-spam, this is definitive proof that it is spam.
This will permanently hold you back, even when you change your mind and want to do effective email marketing, as per the rules of art. In addition to wasting time, even if you don’t fear cyber police, remember that sending unsolicited emails is illegal and heavily punished.
Clean up an old database emailed to you
This is the only case when it is possible to clean the contact list, but you will have to proceed with tact. You will start with the obvious and inevitable. A bit like a horse we catch in the meadow: we do not attack it by lubricating its hooves, but already give it a good brush stroke to remove the mud, then clean its feet, etc. Tweaking always comes at the end, after a heavy scrubbing.
Scenario 1: You have already used the email database
In general, you will have a rich email database. Even if you don’t have your first and last name and other information, you still have information about the origin of the subscription: when and how the contact gave their consent. Even better, you also have statistics on shipments made to these addresses.
If you don’t have historical data for reason X or Y (eg: previous submissions were made through your email server, without tracking clicks or slots, or managing bounce), you’ll go directly to the second stage:
- retrieval of available information, To remove all contacts who created a spam complaint or persistent error (strong bounce). Next, put aside all addresses that haven’t clicked or opened any emails in the past six months of using the list.
- remove duplicates (Automatic with correct services). Then sort the addresses by domain name, and take a quick look at yourself if there are any “gaiml”, “oultook” etc. Misspelled titles show that your database is not a double opt-in. A good email sender will automatically block these addresses, but by examining yourself you can assess potential future issues: this gives you an idea of the health of your email database.
Scenario 2: Never use the database
ouch. You are therefore a high-risk sender. As I mentioned before, any serious submission service will quickly block you to prevent you from killing your domain name (mostly your brand). Others, the imaginary, will always be willing to charge you a lot for ineffective and dangerous charges for you.
Therefore, it is always better to be transparent and contact the email department before your campaign. Each case is specific, but in general, you will need to launch a subscription campaign.
Overcoming the Fear of Reassertion Campaign (New Subscription)
The reaction is to say “I would lose a large number of subscribers to my channel if I had to get permission from all of them”. However, first instincts are not always the right instincts.
A seasoned marketer knows two things: First, his reconfirmed base will be invaluable in terms of engagement and thus the possibility of making conversions. Second, the reconfirmation campaign can be improved to be a real success. Then it becomes a segmentation process to select the high potential contacts. Nous ne sommes plus dans les années 90, le « Permission Marketing » n’est pas qu’un mot à la mode, mais un nouveau paradigme à assimiler : le prospect est amené à aimer la marque et son marketing, il doit avoir un rôle Energetic. No more sudden noise: asking to subscribe again is smart if you do it right.
Secrets of a successful reconfirmation campaign
If you send a simple email with “Click this link to receive our newsletter,” there is little chance that your campaign will be successful. You’ll say to yourself, “Oh, I was right to be afraid.” However, there are some very powerful techniques to significantly improve the reconfirmation rate.
On the other hand, it is not a secret: at the end of the campaign, all addresses that have not validated the subscription will be removed from your list. Without exception. Here are my basic tips:
* The main concern
So don’t craft a CTA with a single entry, like “Please click here to agree”. Instead, use two buttons, one green and one red: “yes” and “no”. This forces the receiver to make the decision and respond. Faced with choice, he’ll ask himself a question, rather than go straight to the next email.
* Brilliant, useful and great presentation (in short, added value!)
Avoid the classic “receive newsletter and product updates”. It’s fuzzy and boring when you need to be subtle and powerful. Try something like: “Give yourself a competitive advantage: sign up for our newsletter.” And above the aforementioned yes-no buttons, a list of points details your promise:
What you will get:
Our latest news;
exclusive access to new resources;
recent studies of sector XXX;
exclusive tips and advice;
Special invitations to events.
My suggestion is general but sets the tone: you have to set the scene and make people dream a little. Want to adjust? Add a certificate below the buttons. He clarified that it would be possible to unsubscribe at any time. The contact does not need to be adhered to much: if a real added value is promised, then there is every reason to click “Yes”. Of course, then it will be necessary to fulfill the promises, but this is a whole other topic.
* Complete in two steps
It is perfectly acceptable to send two confirmation emails. However, there are some rules to follow: from the first campaign, announce that there will be a second. The marketer’s temptation (he pleaded guilty) is to turn things around: so it’s not the “first reminder”, but the “penultimate chance”. It’s up to you to find the formula, but make sure everything is clear and not confusing. The subject of the email may echo this information.
Another obvious but good point to remember: the second campaign will only be sent to those who haven’t clicked on anything. Yes or No clicks are removed for the second attempt.
* Give as much context as possible
A key element to test is of course the subject, which should paraphrase the context as much as possible using ‘Remember XXX’ or ‘Let’s continue after XXX’.
If all the contacts in the list to be reconfirmed have a specific origin, take advantage of this information. With the Follow Up XXX event, someone can remember you. The address and name of the sender can be modified accordingly: avoid “reconfirm @” and prefer the name of a potentially recognizable team member (even if it means modifying the reply to to avoid filling in that person’s inbox).
Above all: If your brand changes its name or your entire company is acquired, select it. Write black on white and remember your old name.
* Run an A/B test on a list clip
I only give advice but only testing will tell the truth. Test, you will be able to discover sometimes huge differences in your favour. The advantages of A/B testing are enormous and to convince yourself of that, you just have to practice.
* Anticipate routing problems
Let’s be clear: some email services block any reconfirmation campaign, no matter what. The person I’m working for can be accepted, but only if the prerequisites are met: the list was 100% subscriberable, only time changed it. The list should not be too old, if there are still Caramail addresses, you can put them in the trash.
If your email database is large, say more than 100,000 contacts, you don’t have to worry. For example: if you have a dedicated IP address to route the rest of your email (for transactions and notifications), use it by sending a few thousand confirmation emails per day. This will prevent you from hitting the “choke” limits, while ensuring optimal delivery. Of course, at the slightest indicator that turns red, immediately suspend the charge.
Now you’re ready: What are the expected results?
The 2% figure is usually reported as an average. But it’s average: it’s up to you to improve. With the advice above, you can hope to reach 5% without worry. Does this seem insignificant to you? Think again: 5% reconfirm 10,000 contacts, these are 500 handpicked active prospects who are expecting something from you. Your list is 20 times smaller, but then it has a value of 20 times… Do your math.