(List mgmt) The cost of collecting bad addresses
Latest posts | Feed | By Mark Brownlow on January 26, 2006
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]
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