Improve Your Metrics by Understanding Your Undeliverables

For many marketers, it might seem like getting sign-off for firm blogs and e-alerts (if not getting them written at all) is the biggest challenge to the success of an e-mail marketing campaign, but there’s one thing that matters even more – your email data quality.  

From layout to content approval, firm marketers spend a lot of time on email campaigns before they can even think about sending them. But, what good is any email if it isn’t seen by its intended recipients?

Sending to undeliverable or “bad” email addresses can have a significant impact on you email performance metrics as well as your overall sender reputation. Let’s take a look at two of the reasons why:

  • Sending to bad email addresses can negatively impact your open rate. When you send to bad email addresses, your open rate declines. While there are many reasons a recipient might not open your email, one of the most obvious is that they aren’t receiving them.
  • Sending to bad email addresses can negatively impact your sender reputation. Consistently including bad email addresses may result in flagging your sender account as spam and send emails from your account directly to the junk folder even when an email address is valid.  

So, how do you improve your contact lists?  Here are a few ideas:

  1. Make sure you’re sending to contacts who want to hear from you (opt-in). Whether you have a process as part of your intake of new clients or a subscription form on your website, make sure your contacts want to hear from you and they know what they can expect to receive from you. It’s not just good manners, it’s good business and can also ensure your compliance with privacy regulations like CAN-SPAM, CASL and GDPR among others.
  2. Regularly review your engagement reports. If you have a high number of bounces or unsubscribes and a low open rate, there’s probably a reason why. Make sure you’re removing bounced email addresses from your lists and create a process to research and update with good ones. Keep track of when contacts unsubscribe and target your content accordingly. Think about a tool like ContactEase Change Tracker which can improve your deliverability by looking for changes to key fields like job title, email address and company name.  
  3. Segment your contact lists. Craft targeted content and build targeted lists to ensure that the information you share is relevant and meaningful to your readers.

Taking a proactive approach and reviewing your email engagement reports on a regular basis will improve your email metrics and ensure that your communications are getting to the right people at the right time. As former law firm marketing and IT professionals, the ContactEase team not only advises clients on e-mail and data quality best practices, but we’ve experienced many of these challenges ourselves. If you have questions about how to address data quality at your firm or want to know how firms are handling similar issues, contact us. We’re here to help!

GDPR: The Clock is Ticking

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Are You Ready for GDPR?

The General Data Protection Regulation (GDPR) goes into effect on May 25, 2018 — just a few short weeks from now. If you’re not ready, you’re not alone.  Earlier this year we presented a webinar on GDPR to our clients and as the deadline for GDPR compliance draws near, we’ve had the opportunity to talk with many of them about their data concerns. We’ve had some great conversations and received some thought-provoking questions. While there remains plenty of gray area when it comes to GDPR, two things are clear:

  1. There is no one right approach to compliance
  2. If your firm collects data on EU residents, no matter its location, you must be prepared to comply

While some firms we’ve talked to are making no changes to their data intake processes, many are using GDPR as an opportunity to clean up their data and obtain consent from all of their data subjects (no matter where they reside); others are relying on legitimate interests (a non-consent based option for collecting personal data).

Questions?

If you have questions about GDPR compliance and your marketing data, contact us! We’re here to help.

Resources

Does the GDPR Affect You?

On May 25, 2018, European Union’s General Data Protection Plan (GDPR) goes into effect in the European Union.   If you’re curious about how (or if) the GDPR impacts your business, take a look at this recent publication from our friends at Vuture.

Did you know that ContactEase offers full integration with Vuture and many other products? For information on how ContactEase can integrate with your existing systems, contact us  today!

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