Looking through my personal inbox today, I noticed an email from a local restaurant telling me ‘Summer’s out but kids can still eat free’. There was also a feature on new great steak dishes. Fab news hey? I could save a fortune on feeding my family and not even have to heat the oven! Unfortunately not. Here’s my frustration:
1. I have one child - a baby, in nappies and not yet old enough to eat in a restaurant
2. The email addressed me as Miss Ciara Doyle, my name is Mrs Caroline Doyle
3. I don’t eat meat
So what do you think I did with the email? Yep: delete, delete, delete.
Here’s the thing, I get these types of email all the time and I’m sure you do to. They assume I like something which I don’t, they are implying they know me when they don’t and worst of all they can’t even get my name right. I get a bit annoyed, delete the email and don’t pay too much attention to future emails from that company, or possibly even unsubscribe altogether.
It’s a simple case of old and unclean data.
Each email you send costs money and of course time. You are wasting your company’s money if you are not keeping your lists clean and up to date. Gathering customer preferences and updating your data is not a big or difficult task and you can use our Collection Forms Module to do this simply and effectively – just ask us if you need help. But cleaning and updating your data regularly will pay for itself in the success of your campaigns.
You may worry that you will lose subscribers – yes, you most probably will. But not as many as by sending irrelevant emails. Keeping a list up to date and relevant, even if it is smaller, will give you a real return on your investment and boost the success of your email marketing campaigns. Your subscribers will be interested to receive your emails and you will see improvements in open rates, click rates and engagement.