Email Verification Can Drastically Change The Bottom Line

Today’s guest post is from Justin Helmig of  Justin Helmig is the Vice President of Marketing at StrikeIron. StrikeIron is a cloud computing company that helps our customers reach their customers with a complete suite of data quality and communication solutions including Address Verification, Email Verification, Append, and SMS Mobile Marketing.

For many companies the email marketing campaign has become the cornerstone of their outbound marketing plans. This type of campaign coupled with other marketing tools help compete for sales and a better bottom line. Email marketing has changed significantly as it has become easier to procure email addresses with the implementation of social networking programs, acquiring email addresses at point-of-sale in retail locations, optimized landing pages, and with most customers participation on the Internet.

Many companies are putting a large amount of resources into designing email templates, generating the best possible content and procuring email addresses and storing them in categories and lists that have meaning to their marketing vision that allows them to convert the email into a customer.

In many cases the company has very large programs that are dedicated to this process and rely on this for their bottom line and how they see an increase in converted sales in their sales cycle.  Problems arise when their conversion rates are not steady and they are not seeing much of an increase in open rates and deliverability during the campaigns they run. Deliverability of the sales message is important to the process.

Return Path recently performed a study that showed that nearly 25 percent of all emails are not reaching their final destination and are not actually landing in the inboxes of those intended recipients.  This can be for a number of reasons, but the main reason most controlled by the sender of the email is the data verification process.  Email verification is sometimes overlooked in the process of email procurement. Companies gather the information and never perform the next step of verifying that the addresses procured are actually deliverable.  This changes much of the email marketing program’s success.

In order to illustrate the example here, in every 1000 emails sent from the company 250 of those are not reaching their intended recipient according to the Return Path study.  If a company realizes a 10 percent conversion rate or 10 conversions for every 100 recipients, they are losing a large amount of conversions or customers by simply not delivering their message. If your email campaign is sending 500,000 to 1 million  emails in a campaign, the numbers can be staggering.

Imagine if your sales cycle could deliver 25% more emails to the intended recipient and then increase the open rates of those email campaigns?  This would eventually increase the conversions seen in the sales cycle.  This may not increase your bottom line 25% or in some case it may actually be more, but the bottom line is delivering your sales message will never increase sales if you are not verifying the data you control.

~ Justin Helmig
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  1. How do you increase verification rates for your events? The answer, once again, is email. Stay in touch with those who have registered by emailing them a few times before the event with updates on such things as post-event parties, new speakers, and content additions. SXSW does a great job with their newsletters sent to registrants, and is a great case study if you’re looking for one.

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