When it comes to email marketing, there are a few rules every business should know to ensure their emails make it into their clients’ inboxes. Back in the early days of websites and email marketing, there was a novelty to signing up for newsletters and promotion lists, but over time, this personal data was sold to other marketing firms and used in ways the public didn’t like. Therefore, a whole host of new rules came into play to preserve inbox integrity. If you want to get the best return on investment (ROI) for your email marketing efforts, follow these simple steps.

 

1. Double-entry systems – Using a double-entry system when collecting email addresses, you have less chance for user error issues like typos. A double-entry method can also be applied at the kiosk level as well as with your customer service telemarketing systems. Regardless of who enters the email address, this system will make the person type it twice and confirm the address with the client.

2. Automated confirmation systems – There are multiple ways to manage email address submissions. The most cost-effective with the highest ROI is an automated system that sends out an immediate confirmation email. This system can send a confirmation link to the client, which allows them to select their opt-in preferences. Automated systems are also an excellent tool when offering an initial discount or special promotion. Once a client confirms their entered email, the confirmation page should reveal the discount or promotion code.

3. Plan for change – Years ago, people had one email address and kept it until they changed internet service providers. Now, people often have multiple email addresses and change them semi-regularly. Studies show 30% of email addresses collected need to be revised within a year. Planning for this allows you to collect an alternative method to contact the client (cell phone number, alternate email address, work email address, etc.) in the event your emails bounce back. Having a plan for an alternate method of communication allows you to stay ahead of changes.

4. Consider an email Change of Address (ECOA) service – ECOA companies offer a service that can help find current email addresses for your existing clients with “dead” addresses. Some are even sophisticated enough to take a physical address and phone number to find a newly registered email for your clients. 

5. Self-updating options – Another simple way to maintain your email list is to provide a simple link for clients to update their information. A self-service link can be placed on your company website or in the footnote section of any company correspondence. 

 

By taking these simple steps, you can keep your bounced emails to a minimum. These guidelines can reduce customer acquisition’s overall cost and the likelihood of your emails getting blacklisted due to high bounce rates. Improve your ROI, increase sales, and reduce messaging and support costs today by bounce-proofing your email list.