5 Ways to Get Better Email Marketing Data Quality at Point of Collection
Adestra provide email marketing services to a host of UK marketers operating within travel, event organizing, publishing, charity, entertainment and other industries.
We've spent time analyzing client campaigns, and have created a handy checklist for getting better quality email contact records by using optimized data capture vehicles
1. Explain why you want their contact details
Tell sign-up why you want other data fields. Telling them they will receive information by email will encourage them to ensure their email address is accurate
2. Stay compliant with latest email marketing legislation
Keep up to date with the latest legislation and standards to ensure your data capture vehicles continue to be compliant
3. Check quality of email addresses etc on the form
The more fields collected, the more validation required to avoid bad input. The more validation leads to less completed forms and more abandonment. Collect only what you need. Asking for information that you have no use for, will increase form abandonment. Test your data set to see where the optimum is.
4. Future proof
Ensure you state how you will use data into the future. Future-proofing email addresses will allow you to rent / sell lists while staying compliant with email legislation
5. Resource your email contact data cleaning operation
You need someone who actions requests to unsubscribe / 'Mr Angry's to ensure fast processing and keep your contacts happy.
More information on Adestra's email marketing services
Adestra provide welcome tactical advice and input on our client