Avoid the Temptation to Email Your Entire List
Ken Magill’s article in the May 10 Multichannel Merchant reminds us that it’s not wise to mail your entire list every time you do an email blast. This is an area where email consultants often have to fight with clients who feel that it’s simply wasting money not to mail everyone (given the almost-free nature of email). Marketers have the gut instinct that anyone might purchase from the very next email?
Here’s the rationale for holding back:
Many of the most popular internet service providers (such as AOL, Yahoo! and MSN) base their spam-fighting efforts largely on consumer complaints. Sending mail to “older” email addresses, especially of disinterested people, can result in an increase in complaints. The ISP will divert your mail into recipients’ spam folders, or even block it. And ISPs can use abandoned email addresses as spam traps. If you mail old addresses, you risk your ability to deliver any mail to a given ISP’s customers. Keep in mind that email addresses turn over rapidly – roughly a third each year, according to some sources. Someone who hasn’t responded in 24 months may be dangerous to mail.
If you market parts for a particular range of cars or motorcycles, there’s obviously an issue with vehicle turnover, too (no, I don’t mean from crashes!).
There’s no way to know how much of your mail actually reaches the subscriber, after bounces and spam blacklists have their way with it. Best to play it safe … the experts recommend segmenting your email list carefully, and eliminating those who show no signs of interest.