How Minimizing Email Churn Can Fix Your Deliverability

By: Teamwork Commerce
ECOA Blog

With the current industry landscape, retailers are trying to connect with customers while having access to limited touch-points. Email marketing has become more valuable to businesses than ever, allowing marketers to directly connect with customers where they are and continuing to push e-commerce sales. In-store revenue is dropping, trade shows are cancelled, meetings are going online… With all this in mind retailers are often diverting their promotional spends to email marketing campaigns. 

Churn is the enemy of effective marketing, dissolving email deliverability and ultimately making it more challenging to connect with customers. Bounce rates can be heavily impactful on deliverability, putting stains on your delivery IP. On average marketers lose around 30% of their email database to attrition annually, or around 2.5% per month in the retail industry. A recent mailchimp study found that even non-responding subscribers are more likely to purchase more often. Customers become familiar with the brand, they understand your products, your culture and your messaging, which makes your sales process much simpler. 

How to minimize email list churn?

Build Your Own Lists

Email lists are an asset and must be protected. Purchasing lists can ruin campaign deliverability, they often include many undeliverable emails or inactive addresses. 

Transparent Opt-ins

Subscribers should be added voluntarily, ask your customers for consent and ensure they understand what they are signing up for. This will help you to avoid unsubscribes down the line.

Contact Subscribers ASAP

Once your subscribers are added to your list, reach out to them straight away. Your customers will want to know what the list is for and what your business is about, a simple welcome email can help. 

Track Interaction

If your messages are not getting opened, or clicked this is a clear warning sign. Either your subscribers are not interested, or the contact information you have is not valid. Monitor bounce rate & opens closely. 

Use Email Change of Address 

You can reconnect with inactive subscribers and those with incorrect contact information, all while improving campaign deliverability and protecting your I.P.

How Email Change Of Address Can Help

Email change of address is an efficient and effective way to grow your list without spending a lot. It can be around 50% cheaper than acquiring new email addresses. The added benefit is reconnecting with list subscribers you have lost due to attrition. Cleaning the list, will usually lead to increased ROI and improved campaign interaction. These subscribers likely already have a proficient understanding of your business, products and services, making them far more receptive to your messaging. Keeping existing customers happy is also critical for any business, leaving those that have joined membership, loyalty or subscription programs in the dark can often lead to alienation, disappointment or disengagement with the brand. 

As an example, a leading pet supply retailer leveraged ECOA service to refresh their email list, they were able to gain a 25% increase in sales by reconnecting with these members. They discovered that 40% of the email records were unreachable, many users had since deleted, or changed their email addresses, incorrectly entered their email address, or stopped activity. Effectively making these customers unreachable, resulting in very high bounce rates in email campaigns. Stemming deliverability in other campaigns and causing inbox placement to suffer. (Got a lot of emails going to junk/other, this is probably why). Using the ECOA tool this company was able to update 30,000 customers, cleaning inactive, bounced and invalid emails. Resulting in, improved total deliverability, and increasing the ability of the company to reach interested customers that have been left in the dark.  

Teamwork partner, FreshAddress, takes a unique approach to refreshing the email list; prioritizing list hygiene and accurate data sets. Identifying potential matches, requesting permission and eventually replacing the email in the database. New matches then go through a final hygiene process, deliverability check and active status. 

Are you interested in taking a look at an email acquisition process that’s at least 50% cheaper than your current spend and drives higher ROI? Email: partners@teamworkcommerce.com                  

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