A few years ago Personalized URLs (PURLs) burst upon the direct marketing scene. Excited by the possibility of lifting direct mail response rates, many direct marketers bought complex, expensive PURL software. Expectations were that consumers would respond in droves because mailings included URLs with their names in them. Today, direct marketers use PURLs to act as links between direct mail & digital marketing.
Marketers often get put in a tough bind. They need to avoid spam filters in order to deliver messages that generate leads. However, they often get lists that don’t comply with the policies of their email marketing or marketing automation vendors. In fact, VERY common list gathering tactics are in direct violation of the terms of service or acceptable use policies of major platforms…
Our clients frequently ask what they can do to increase the deliverability of their email campaigns. One of the most important ways to do this is to perform email validation on your campaign’s list. You really don’t want to be sending to email addresses that are invalid or that contain spelling or syntax errors. Doing so would increase your blast’s bounce rate and could damage your email sender reputation which would affect all your future email campaigns.
Email verification is a fast growing marketing technology that helps marketers separate valid from invalid email addresses before campaigns are sent. Why are marketers increasingly focused on email list quality? It’s quite simple: Email marketing now drives as much revenue as other digital channels combined, and the lists used by marketers decay at a rate of 25% per year, according to estimates. (Read More)