Give a Spring Cleaning to Your Email Database

Written by Jonathan Baker

Despite the occasional spell of cold weather, the spring season officially begun last week. Why not take time out to give a spring cleaning to your email database? (The results may surprise you.)

Excellence of email

Curating social media marketing is important and top-of-mind among most marketers but keeping a streamlined email database is equally—if not more—important. In Media Post, Ray Schultz notes that email ranks in first place when it comes to attracting and keeping customers, followed closely by social media. (Email loyalty programs account for this.) So, never neglect email maintenance.

Why a database cleaning is necessary

Have you experienced problems with delivery and sending of emails? When was the last time you checked for inactive addresses—or worse—prospects that never “opted in” to begin with? You might not have noticed as these problems have developed over time but they could indicate a clogged and clunky email database. How then, can an email database undergo spring cleaning?

Questions and answers for checking the email database

Ana Mourão, writing for Martech, compiled a list of steps to follow that will help refresh and optimize email databases. Take the time to read and answer these questions—and take action if necessary.

Do you send emails through zero-party data or first-party data?

If nothing else, you will do your business a favor by eliminating all third-party emails that you may have used to reach prospective customers. Keep in mind that third-party tracking is on its way out and zero-party and first-party data communication is how prospects demand to be reached.

Are your emails verified when added to your database via SaaS platforms?

Utilizing Software-as-a-Service (SaaS) platforms will enable you—as a business owner—to have a detailed status for every email address entered into your database. Through SaaS verification, you’ll know which emails to keep, segment, quarantine, or delete—ultimately keep your database streamlined.

Have you considered the double-opt in tactic for email delivery?

Through applying a General Data Protection Regulation (GDPR) approach, any user who wishes to be included in your database must “double opt-in” to ensure this. After he or she signs up to receive notifications from your business, an email will be sent requiring to click on a link as confirmation.

Are subscribers who receive emails from you really interested?

Similar to how brands engage with followers on social media, you can take the initiative to invite the users in your database to reply to an email sent to them. This could be about their last purchase or customer service, among other topics. You’ll be able to gauge interest and build engagement.

The above questions may be hard to face, and the answers harder to practice but they are essential in helping to eliminate everything from third-party-based communications to defunct and inactive email addresses. Going step by step, and staying focused on these practices, the email database connected to your business will become efficient, reliable, and stronger.

Why not allow a refresh to your database? EGC’s expertise in email marketing will help determine the right customers who will look forward to finding the latest communications from your business in their inboxes. Find out how by filling out this form.

Let’s get spring cleaning on email databases!