(List mgmt) The cost of collecting bad addresses
Latest posts | Feed | | By Mark Brownlow
Vendor FreshAddress conducted an experiment where they attempted to sign-up nine bad addresses (typos, non-existent domain names etc.) to the email lists of 50 top online retailers.
49 sites accepted two or more dud addresses, and 43 sites accepted four or more.
The press release points out that dud addresses mean both lost revenue and bad deliverability.
Lost revenue because if you catch a dud address during the sign-up process, you can often solicit the correct address (for example, by asking people to retype their address). And every additional working email address is a revenue opportunity.
Bad deliverability because dud addresses bounce and high bounce rates can get you blacklisted.
Important to note here (a point missed by media coverage of the survey) that the deliverability issue isn't relevant if you're operating a double opt-in list, since the bad address would never get confirmed and added to your database.
49 sites accepted two or more dud addresses, and 43 sites accepted four or more.
The press release points out that dud addresses mean both lost revenue and bad deliverability.
Lost revenue because if you catch a dud address during the sign-up process, you can often solicit the correct address (for example, by asking people to retype their address). And every additional working email address is a revenue opportunity.
Bad deliverability because dud addresses bounce and high bounce rates can get you blacklisted.
Important to note here (a point missed by media coverage of the survey) that the deliverability issue isn't relevant if you're operating a double opt-in list, since the bad address would never get confirmed and added to your database.
[This post brought to you by Campaigner Email Marketing]
Permalink | January 26, 2006 | 0 comment(s) - add yours!
Get posts like this: as an RSS feed | biweekly email | via Twitter
Permalink | January 26, 2006 | 0 comment(s) - add yours!
Get posts like this: as an RSS feed | biweekly email | via Twitter
Sign-up for the Email Marketing Reports NEWSLETTER
Twice a month, free, packed with email marketing advice and all the posts from this blog.
Twice a month, free, packed with email marketing advice and all the posts from this blog.
0 Comments:
