"Scrub, scrub, scrub…" - cont'd
The bottom line is simple. When you send your message to a list that has a high bounce rate, you are setting unrealistic expectations. Suppose you're planning a conference and you need to fill the seats. You know you have a database with 1000 contacts so you naturally presume you have 1000 leads. Right? Wrong. Even if you have a really clean list, bounces are a normal part of email life. It comes back to "soft bounces" - that unavoidable reality. But what is avoidable are "hard bounces".
Work with companies like cardcommunications to ensure you get reports that include bounce rates and use the findings to help you clean your list. The only emails you want to remove, without a doubt, are the non-existent emails. As explained in today's tip, these are "hard bounces" and their status won't change. But as for the "soft bounces", keep your eye on them. If they bounce for 3 or 4 consecutive mailings, you may want to consider pulling them from your list. Or better yet, give them a call or drop them a line (assuming you have their phone numbers or mailing addresses) and let them know that you are updating your contact database.
So scrub, scrub, scrub and make "list cleaning" part of your spring plan.
Carolyn Gardner (cgardner@cardcommunications.com), president of cardcommunications inc. (www.cardcommunications.com), has over 13 years of experience in marketing communications and specific expertise in the planning and execution of highly effective e-marketing campaigns.
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