Almost anyone involved with email addresses can say that he has provided a campaign for a list of subscribers he probably should not have. This includes submitting to uncommitted subscribers, optimizing database usage, or purchasing a list of third party providers. And it’s not that email marketers do not know what’s risky and what’s not. Shipping such campaigns are usually motivated by internal demand or the pressure of a key player in the business. Whatever the reason, it happens and it is a decision that must be made with extreme caution. Here are some recommendations that you should follow when in a risky situation.
Use a list-checking service
Run dangerous e-mail addresses with a list-checking tool that at least makes it possible to eliminate invalid accounts. The results help to better understand the quality of the list or segment.
Do you have the right metrics?
Make sure you have access to all statistics (internal and external) required to correctly analyze the results of the upcoming campaign in the list of risky email addresses.
Open / Click: Almost every sender has access. Just make sure that you are able to analyze certain added risk segments.
Inbox Placement Rate: Track the ability of subscribers to see the message in their inbox just like the read rate.
Spam Traps: Sending to older addresses will almost certainly increase the number of spam traps as some of these accounts have not become completely inactive.
Spam Complaints: People who have not received a branded e-mail for a long time classify your messages as spam.
Show historical data
Examine the above metrics for any previous data that contained a similar segment in a deployment. Accessing the right data from a previous experiment can help make clearer the current effort. Look at the date in question and the impact on subsequent shipments.
Adjust the content
Include thoughts in the content of the message. Understand the situation by providing a clear language on how communication can surprise the participant. Sending a typical marketing message does not work, because your subscribers may think that this will be the first among many others.
Place the risk
Limit as many risky affiliate segments as possible. Minimizing the daily volume of high-risk subscribers can help reduce the impact on your sender’s reputation and typical email addresses.