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Have You Cleaned Your E-mail List Lately?

DaleKingDaleKing subscriber Posts: 141
edited August 2007 in Marketing
According to Forrester Research, each year 25% of e-mail addresses on your list will go bad. By bad I mean undeliverables and opt-outs.
This means that if you aren`t cleaning your list regularly, your e-mail marketing efforts are probably being wasted?
Which begs the question...have you cleaned your e-mail list lately?
Dale KingDKing2007-8-9 8:37:57
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Comments

  • vwebworldvwebworld subscriber Posts: 40
    When you send out a newsletter or email to customers, that email should have an opt out feature. If you send out communication on a regular basis, then your list will be updated (with opt out) regularly.
    ~Roland
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  • patentandtrademarkpatentandtrademark subscriber Posts: 103
    what is being wasted by sending e-mails to bad addresses?  what is gained by sending out e-mails to only good addresses?  if there was postage to consider, you might have a point.  since there is no postage or additional time required, your suggestion would be a total waste of time.
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  • dgunterdgunter subscriber Posts: 1
    Hi Dale--I just cleaned my list when I changed email service providers.  Bad news-- I lost 66% of my list.Good news-- of the 33% who opted in to the new list, more of them actually open my ezine now (20% open rate to a 50-60% open rate) than before..LOLOverall, I`d say it was a great experience!Warmly,Donna
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  • DaleKingDaleKing subscriber Posts: 141
    Hi Dale--I just cleaned my list when I changed email service providers.  Bad news-- I lost 66% of my list.Good news-- of the 33% who opted in to the new list, more of them actually open my ezine now (20% open rate to a 50-60% open rate) than before..LOLOverall, I`d say it was a great experience!Warmly,Donna
    Hello Donna:
    Thank you for your post. You just helped make my case for cleaning your list:
    The cleaner your list, the more responsive it is!
    Dale King
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  • patentandtrademarkpatentandtrademark subscriber Posts: 103
    Your statement, which is posed as a question [?] for some strange reason, was: "This means that if you aren`t cleaning your list regularly, your e-mail marketing efforts are probably being wasted?"
    You have not shown any market effort that is WASTED by having e-mails bounce.  Further, as hostclick said, some software removes names automatically.  There may be some advantage to spending the time to weed out a list, but preventing "waste" clearly is NOT one of them.
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  • DaleKingDaleKing subscriber Posts: 141
    PatentAndTrademark - You might be correct except that your bounce rate directly effects how your hosting company treats you with regard to sending future emails.  For example my host has a certain bounce threshold before your automatically treated as a spammer. 
    That`s absolutely correct, and the penalty for too many bounced e-mails is that you run the risk of being blacklisted and having your account closed down altogether.
    Dale KingDKing2007-8-9 15:49:52
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