Is email accuracy vital to meet your organisational objectives?

Is email accuracy vital to meet your organisational objectives

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Email is quickly becoming the most popular, cost effective and measurable way of communicating. With user numbers expected to reach a staggering 1.6 billion by 2011, email marketing now accounts for over 50 per cent of marketing communications.

Email data is no different to other contact information held in your database, except that it is arguably easier to change and contacts can often have multiple addresses. With email marketing software you can target any validation requirements that you may have in your organisation.

Validating the accuracy of an email address via email marketing software, at the point when addresses are actually collected, is often considered the best approach to ensuring that the addresses you collect are accurate going forward. You may also want to consider the data you already hold in your database and ask yourself, do you have valid contact details for every existing contact in your database? If the answer is no, then considering marketing software to help clean addresses that exist in your database already could also be the way forward.

Recent research found that 61% of marketers believe the quality of their database is the biggest barrier to effective email communications. By spotting invalid contact details you can improve the deliverability of your campaigns and improve the ROI of your marketing Having an effective email validation and cleaning strategy with the help of some kind of email marketing software tool can have a knock on effect on the long term effectiveness of your future marketing campaigns. You will have confidence in the accuracy of your data, therefore meaning your communications have a better chance of being received, open, read and acted upon. Your brand image and customer service could also be improved from avoiding inaccurate communications whilst if you do decide to implement email validation software, many aspects of your service - such as form completion rates on your website, for example can be improved.

Effective management of your email addresses can help boost your marketing and data strategies. As such, it's important to consider email validation software tools which can help bulk clean email addresses and also improve email address capture. The accuracy of the data you hold, will have a knock on affect on future email communications and brand perception. As such, getting it right can go a long way.

The author of this article is a part of a digital blogging team who work with brands like Experian. The content contained in this article is for information purposes only and should not be used to make any financial decisions.

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