Did you know that your business is sending a little emissary out with every email?
Yep, every time you send out an email your company is sending out a digital representative of your business and your brand. The email may carry important information but if it’s deleted without being opened, because it’s just not relevant to the receiver, you have wasted time and energy.
Like a rock gathering moss, lists that have not been cleaned for some time gather a lot of false information that needs to be actively cleaned.
Invalid, non-responsive and duplicate email addresses stymie your email effectiveness even before they’re sent out.
And you’re also doing damage you may not know about, including the following:
Brand damage
Every time you send out a badly targeted email you are doing damage to your brand. Consider it to be like water torture. As irrelevant email drip, drip, drips into the mailbox of a disinterested party they think less and less of your business.
Lots of people are busy and don’t filter their email. Without proper targeting recipients will have to delete your emails manually, as they arrive. As this is a hassle it creates a negative impression in the minds of your customers and potential prospects. Over time this accumulates and damages your brand. Not good.
Reputation
Sloppy email management also erodes the reputation of your business as a whole. Undifferentiated, shotgun-style email marketing is not the best way to communicate your company values.
And there’s an even bigger threat: your digital reputation. Internet Service Providers (ISPs) monitor your ‘reputation score’ by applying an algorithm that gauges spam. If your email is deemed to be spam often enough by your recipients, your score is lowered. Ultimately you could be completely blocked by spam filters and your emails just won’t reach their intended recipient at all.
Now consider your email marketing efforts. Are you putting enough attention into this vital piece of marketing collateral?
Specifically, are you putting enough attention into WHO receives your email marketing?
If the answer to both of these questions is, ‘No’ it’s time to roll up your sleeves before any more damage is done.
Also see our blog, How to keep your email list clean.
Fatpublisher provides email marketing services to our clients. If you are interested in finding out about our email marketing packages, please contact us.
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