EMAIL LIST DELIVERABILITY – HAVE CAUTION
Great email deliverability can still result in failure
These days about every email list data seller is promoting great email deliverability … 90+ percent delivery guarantee, etc. These phrases are a bit deceptive UNLESS there is an additional guarantee for Target market accuracy.
What good is great email list delivery IF the business email list consists of the wrong executive? Email campaign will fail if offer goes to a random sales rep … when the Target was a business owners email list.
What good is great email list delivery IF the teacher email list consists of the wrong type of teachers? Email campaign will fail if offer goes to elementary teachers … when the Target was a high school teacher email list.
What good is great email list delivery IF the consumer email list consists of the wrong Target? Email campaign will fail if offer goes to non-veterans … when the Target was a veteran email list.
BOTTOM-LINE: Do not buy email leads just because the data seller promotes great email delivery. TARGET accuracy is just as important as email delivery.
HOW TO KNOW IF EMAIL ADDRESSES ARE FOR THE RIGHT TARGET?
Option 1: Test a random sample from multiple email list data sellers, and sit back and let the results decide; obviously the email list that generates the most Opens/Clicks has the most accurate Target.
Option 2: Request phone numbers with the email list, and then call a small random sample … to verify that X name is in fact X teacher type … or that X name is fact the owner of the company … not a custom service rep, etc.
Option 3: If you’ve ordered a consumer email list with specific demographic qualifiers, then consider having a 3rd party company append demographics to the purchased email list. Don’t expect demographic append results to have an exact match to Target but do demand that results are close. For example, if you purchased an email list of seniors, then no doubt there should be very few records that fall into the younger age groups.
Option 4: Verify that data seller’s website shows a clear detailed “money-refund” guarantee for email accuracy and Target. Big red flag if data seller’s website simply says “guarantee email accuracy” … without details pertaining to such? Demand a “money-refund” guarantee … NOT a so-called replacement guarantee.