We all have worries that wake us up in the middle of the night. But nothing makes us leap out of our beds, gasping for air and sweating profusely, more than the nightmarish scenario of working with a bad email marketing contact list. Poor lists lead to poor results, and no self-respecting email marketer wants anything less than campaign perfection. So, to avoid spending another sleepless night hoping and praying, try looking for issues that typically plague marketing lists instead and have them fixed at once.
No matter what kind of email campaign you’re running, it all starts with the list. Undervaluing this vital component leaves your campaign severely compromised from the start. As if to make life even harder, lists aren’t simple things to manage. There are a lot of issues that you have to address when working with lists regardless of whether grown in-house or acquired through an email list provider.
Here are five common sources of list headaches for email marketers which are all valid concerns you should be tackling:
1. Having the right contacts.
As email marketers, we often ask whether the contacts in our list really represent the audience we want to reach. But this issue isn’t as tricky as it appears. Answering this question is just a matter of really knowing who your target prospects or customers are and whether the entries in your sales leads database truly fit the profile you’ve set.
2. Getting targeted data.
As more and more email marketers become evangelized with the gospel of email personalization, content marketing, and lead nurturing, the demand for data to carry out highly-targeted campaigns is also keeping pace. As such, it’s perfectly understandable that many email marketers worry about the sufficiency and depth of their data collection efforts.
3. Ensuring data quality.
Data quality is a chief cause of concern in list management. We’re all too familiar with the terrible things that could take place in our campaigns once we skimp on list quality. With the average marketing database comprised of as much as 30% garbage, it makes sense why 42% of marketers invest heavily on list hygiene practices.
4. Managing segmentation.
The rise in demand for targeted data in lists is also coupled with the increased need to segment databases into relevant groupings. Email marketers are well aware of the superior results that segmented contact lists bring, and most of them are concerned with adopting an optimal segmentation strategy. Nobody wants to suffer the terrible consequences of a failed list segmentation setup.
5. Maximizing the list ROI.
Although your accountant may disagree, list building isn’t an expense; it’s an investment. As such, you should be expecting returns on whatever you’ve committed to this effort. But measuring list-attributable “returns” isn’t an easy task, and this is steadily becoming a major concern for a number of email marketers working with lists.
Having a reliable contact database to work with is only one of the many things to cover in your campaign and yet, list management is already a full-time job in itself. But with the right approach and mindset, email database management becomes significantly more bearable and productive. So, be sure to have those tiny things in your campaign taken care of to give you that little peace of mind all of us want to have once in a while.