How to optimize the quality of your email database ?
Validate and verify email addresses upon subscribing to the Newsletter
In addition to validation, it is best to consider verification. This more advanced method involves sending test emails to the addresses provided to verify that they are not generating bounces. This confirms that the address can be used for your future campaigns. If you choose this approach, you should use an external solution to avoid damaging your sender reputation, as test emails can generate bounce errors.
Automatically eliminate harmful domains and remove Spamtraps
Although the risk of your subscribers using “disposable” or “anonymous” email addresses is minimal, sending your newsletters to such addresses can have detrimental consequences on your ability to reach inboxes. To avoid having this type of address in your database, it is essential to set up automatic filtering when entering the form. This means that you can prevent the form from being validated if an email address from domains like Yopmail, Crazymailing, etc. is entered.
Spam traps, also known as spam traps, are email addresses specially designed to trap spammers. These traps are usually set up by ISPs, email providers or specialized companies. Spamtrap addresses are distributed preferentially on the Internet by robots for the sole purpose of detecting spam senders.
It is therefore crucial to exercise caution when dealing with email addresses whose origin seems dubious. A few spam traps in your opt-in email list could be enough to justify stopping your email marketing campaigns completely (or severely limiting them), not to mention the potential impact on your reputation as an email marketing campaign. ‘he ‘sender.
Use double opt-in
After the Internet user registers on your website or mobile application, nothing beats confirmation of the registration of the subscriber himself by email so that he can receive your newsletters. This is the assurance of avoiding entry errors that slip through the cracks in the registration form and it is an additional signal which proves the interest and therefore the future loyalty of the subscriber.
Fix email deliverability issues
Some deliverability errors are common, including soft bounces and hard bounces. Soft bounces, which are temporary errors, occur when the inbox is full and requires more space to receive pending emails. These errors can result from abandoned email addresses. In this case, it is recommended to list them and monitor the evolution of the error, as it can be resolved quickly.
However, there is also a risk that these soft bounces will turn into hard bounces, meaning your emails will never be delivered. In such cases, the best practice is to remove these email addresses from your list. If this means your emails will never be delivered, it is best to remove these email addresses.
Re-engagement or unsubscription of inactive subscribers
Re-engaging inactive subscribers poses a common challenge for email marketers because these subscribers have various impacts on your marketing efforts. There are often many of them in your email marketing database. Their presence can have negative consequences on several aspects, including deliverability, budget allocated to email marketing, brand image, key performance indicators (KPIs) linked to your campaigns, conversions generated by the email channel, as well as unsubscribes.