Businesses using email marketing should be sure their contact lists are up to date, experts have suggested.
Marketing bloggers Carolyn Nye and Wikus Engelbrecht claimed that keeping a contact list relevant and up to date is a sure fire way of giving marketing messages the best chance of being hears.
Engelbrecht started by urging marketers to only use honest ways of collecting email addresses, bizcommunity.com reports. Voluntary sign-ups may be slow in coming at first, but they provide marketers with the most responsive consumers who are happy to receive email content. Other methods, he suggests, may end up collecting large numbers of email addresses for those who are not interested in the marketing content.
These permission-based contacts are then more likely to remain on a contact list for a long time and open the emails every time they receive one.
Once the email addresses have been collected, Nye urged brands to keep them up to date. Sending out emails to contacts who are either not acting on them or have abandoned that email address will only waste time and effort, so instead, Nye told brands to ensure all the emails are sent to accurate and engaged addresses.
"Your email marketing program depends on a quality list," Nye warned practicalecommerce.com. "It's easy for a list to stagnate over time. An email database that is left alone without refreshing, combined with an email marketing program that is not stimulating will lead to lower open and click rates."