Jenna Devinney
Jenna Devinney 21 January 2020

How To Get 20/20 Vision Into Your Data in 2020

Happy New Year Email Geeks! It’s officially 2020, which means the past few months everyone has been talking about upcoming email marketing trends, including user-generated content, personalisation and mobile.

The latest email marketing trends include: 

  • User-generated content
  • Personalisation
  • Mobile
  • Responsive interactivity
  • Video
  • Accessibility
  • Automation

All of this talk on how personalisation helps reach your audience better, but let’s take a step back. What about your email data? What’s listed above won’t work if you’re not properly reaching your customer's inbox.

According to Social Media Today, “In March 2019, spam messages accounted for 56% of global email traffic”. The challenge then is not only to make your email campaigns appealing but also to have the right customer email. 

Let’s ring in the new year with an exam to get you thinking about how you can have 20/20 vision when it comes to your email data. Ask yourself a few questions:

When was the last time you ran your data through a hygiene check?

Dirty data might cost you more than you realize. According to Kissmetrics, “Businesses lose as much as 20% of revenue due to poor data quality”. Typos, outdated or incomplete information, spam traps, and other threats mean your messages don’t reach their intended recipients.

This will cost you immediate campaign ROI as well as a lifetime customer value. In the worst-case scenario, dirty data will land you on a blacklist, resulting in pricey remediation and the inability to communicate with customers, prospects, and possibly your internal team. Routine hygiene checks area must for keeping your databases clean and reaching the inbox. 

Do you use email hygiene or email verification? 

One company’s verification is another’s validation or hygiene. The difference between the three can be misleading, and often confusing. Now that Verizon’s Oath controlled emails (Yahoo, AOL, Verizon, etc.) are no longer valid, more and more verification providers are changing their ‘language’ from verification or validation to hygiene. We’re here to clear up the meanings and help you understand which service is best for you. 

Email Verification: is a type of service that identifies valid or invalid email addresses, typos, and grey listings. In other words, it “verifies” that the email address on your list is connected to an active inbox. 

Email Hygiene: email hygiene goes beyond simple verification and validation and is the process of identifying “problem” accounts such as spam traps, disposable domains, malicious moles, screamers, and bots in your email lists. Some providers will remove these emails from your lists, but at Webbula we simply identify them and tell you what the actual risks are in using them. This allows you the opportunity to judge your tolerance, and it doesn’t destroy any data. Threats are categorised and rated to make the final decision as easy as possible. 

Are you missing information? 

According to the Harvard Business Review, only 3% of the company's data meets basic quality standards. Customers move, get married, change names, whatever the reasoning, the fact is why marketers are always in need of updated and accurate customer contact information. They can either obtain this information by searching for sufficient data or purchasing new data. These options can lead to time lost, money wasted, and no guarantee that the information you have purchased is real. Data Appends is the best solution for marketers who need to fill in the missing or outdated information in their data lists.

Appending your data will help freshen up your list with updated and accurate information like name, phone number, email address, mailing address as well as information such as interests, hobbies, financials, mortgage, political, and other specific data. Data Appends can help you communicate with your audience more smoothly. 

20/20 Vision in 2020

The last few months of 2019 have been stuffed with more and more blog posts on the topic of 2020 trends. All of which mentioned mobile-friendly, automation, User-generated content, accessibility and much more. Let’s not forget about the health of your email data. If you want to have 20/20 Vision in the new year, ask yourself 3 questions above. It’s important to be educated on how often you should clean your data, which solution to use, and how to properly add data to your database. 

Webbula can help you pass your exam and provide 20/20 vision this year. Our industry-leading Email Hygiene will be stress-free from the annoying hidden threats that a simple verification provider cannot detect. Threats like spam traps, honeypots, screamers, disposable domains and much more. 

All of which can ruin your sender reputation, deliverability rate and put you on a blacklist. Don’t fall short of 20/20 vision this year, start 2020 off with a clear path to success. 

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