A majority of companies today are using email as a key channel in their marketing practices. Most marketers are always looking for new trends or best practices to improve email content and delivery, all to increase consumer engagement with messages. While those are worthwhile efforts, new Experian Data Quality research finds that many of us are falling short on the basic concept of email database maintenance.
The quality of an email database can have a dramatic impact on message delivery and consumer engagement. If too many email addresses are inaccurate or collected in a poor manner, messages may be delivered during off times, sent to the spam folder, or they may not be delivered at all.
According to the new report, the challenge is great. On average, respondents think 20 percent of their email database is inaccurate and about a third of respondents have no idea about the level of inaccuracy.
The high degree of inaccuracy is resulting in unnecessary challenges for marketers. Seventy-three percent of companies say they have experienced email deliverability issues in the last 12 months. These have resulted in an inability to communicate with their subscribers, poor customer service and even regulatory issues. This is not ideal when some of the biggest challenges companies are facing relate to growing customer expectations.
Organizations need to make changes to their email database practices to reduce the level of errors. The bulk of issues are caused by human error. That could be individuals collecting email addresses inaccurately or customers mistyping details.
The good news is there are relatively easy fixes that organizations can make in order to alleviate email database issues. There are three key tips that I recommend to get started:
Companies are going to continue to use email as a popular channel for communication for the foreseeable future. However, they do need to take care of basic email database maintenance in order to maximize extensive efforts around email.
For more information on email marketing best practices, check out our latest research study: The 2015 Email Data Quality Report.