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Summertime, seasonal, sending


Seasonality of email campaigns is something every marketer should not only be aware of, but should already be executing on. With August being peak season for British holiday makers, this ‘summer sale season’ is the prime time for email marketers to grab the attention of their subscribers – especially as competition with the sales will be so high.

But it’s not just about summer sales, findings tell us that “every company in every industry will be dramatically affected by the digitalization megatrend” and that those companies that win against the competition will be those that “embrace and deploy digitalization in the right places at the right time”1. This makes sense with B2C brands especially, with 70% of consumers preferred method of communication from brands being email – something to think about when drawing customers to the sales! The problem is it’s not just about creating an email that grabs attention – you then need to get them to the inbox; and that is no easy task.

Email list hygiene

If you think that you’ll deliver to all of the email addresses you have in your list, think again (and while you’re at it, read my blog Email: Higher volume, higher return?). Essentially, list hygiene plays a huge part to play in how successful you will be as a sender of bulk emails in getting to the inbox.

It’s important to get easy and actionable insight into the state of your email communications list. I find the best way to categorise your list is into 3 main bands, which should be treated in different ways:

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How do I treat my email list?

As always, remember to remove hard bounces from your list and monitor soft bounces and deal with appropriately as they happen.

Finally, as much as marketers in particular don’t favour cutting down the list, in regards to email and sender reputation it really is a must. The problem is, at this point you’ve lost a way of communicating with a subscriber, which may also mean the business will incur a cost in some form to recollect that information. It’s not surprising really seeing as the Experian Global Data Quality Research 2016 found that 46% of organisations see problems with data capture and validation as the biggest challenge to managing data. What businesses should do, to minimise this, is implement an email validation solution at point of capture; whether it’s at point of sale, integrated into the CRM or on a website, businesses can check the validity of the email address before it’s collected, and if it’s incorrect, prompt the user to check and re-enter. This not only negates the need for those annoying ‘please confirm email’ fields and thus improves user experience, but also ensures that accurate data is being used from the beginning – a robust email data strategy is essential to ensure on-going effectiveness of your email communications, with one of the most effective tools being email validation at point of capture.

As always, we’re here to help. Let me know what your opinion is and what you envisage is the biggest barrier to your email hygiene?