On Track Mar. 2003

February 2003

Hi,

With April just around the corner, you've probably got "spring cleaning" on your mind. But have you thought about "scrubbing" your contact list? Seriously, why pretend you have a contact list of 1000 names when you probably don't? I'm a big fan of clean lists and this month's feature article explains why.

What are you doing tomorrow? If you're in the Ottawa area, take a few hours out of your afternoon and attend the 10th Annual OCRI Showcase and Business Cafe. It's from 12 pm to 6 pm and there's no admission fee! Please drop by and "wake up to e-marketing" with cardcommunications at Booth H9. Come enjoy a special treat courtesy of Van Houtte, one of North America's leading coffee companies, and enter our draw for a complimentary e-strategy session too!

Enjoy the read!

Carolyn Gardner
President, cardcommunications

If an email bounces, don't assume it's game over. Some emails exist but bounce due to temporary situations related to server problems, full mailboxes, etc. These are a reality of life on the Internet and what some call "soft bounces". But be aware that some email bounces, commonly referred to as "hard bounces", simply don't exist. Check out straight stats (just below) for more interesting realities.


	Just because you have someone's email address, don't assume they check it. We are in a world where almost everyone has at least two email addresses - one for business and one for pleasure. People literally create email accounts like folders! So to make sure you're reaching their "preferred" inbox, ask them that very question in your next email campaign.


	According to DoubleClick, the average bounce rate sits at about 13.6%. DoubleClick also reports the average number of mailboxes per person is 2.63.


	"Scrub, scrub, scrub..." By Carolyn Gardner It's nice to think that you have a great list but is it truly that great? I hate to burst your bubble but is it really a valid representation of the contacts you actually communicate with? This is an important question you must ask yourself. While understanding open and opt out rates are important, understanding bounce rates is equally important. It boils down to expectations. Learn why...

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