A recent study that was highlighted over at MarketingCharts.com showed many of the ways that marketers today are working to make sure that their email lists are of the highest quality. With the huge investment in email marketing that brands and smb’s are making, and the risks associated with developing a poor deliverability score with ISP’s, the costs associated with poor list quality have escalated. In fact, the survey states “With respondents saying that the quality of their subscribers is as important as overall ROI when gauging their email program’s effectiveness”. As a result of the understanding that list quality is so important to the success of email marketing, marketers have utilized a plethora of techniques to both capture accurate email addresses from likely responders as well as update those addresses (people change jobs – alot) to keep their lists growing and accurate.
New research sponsored by the HP and the DMA UK, in their first attitudinal print tracking report, shows that of the top 3 actions that consumers take after receiving direct mail from a brand that they are interested in, 44% visit the brand’s website. While this is great news for those interested in driving traffic to the home page of a brand, marketers who are paying attention realize that most of that traffic ends up lost in the maze of objectives that is the brand’s home page.