If your open rates aren't what you wish they could be, the problem could be something pretty simple.
It's not necessarily a matter of audience targeting, or headline copy, or timing, or anything else that complicated.
It might actually be that most of the emails on your list are basically dead ends.
You may have heard of people using “throwaway” email addresses from places like ProtonMail to avoid signing up for things, while still getting their hands on a lead magnet.
But what's even more common is for email addresses to basically “expire,” in one way or another.
Maybe it's a company email for someone who changed jobs years ago. Or maybe the person just switched emails voluntarily, or changed webmail services.
Either way, some of the addresses on your list might just plain not work.
That can give the impression of really low engagement, when in reality, most of your intended recipients aren't even getting your messages.
In a recent article, Entrepreneur contributor Serenity Gibbons explains the many pitfalls of poor list quality.
Businesses and consumers alike rely on emails for information and as a primary communication channel. As a result, email marketing is a high priority for businesses of all types and sizes.
Despite the creation of comprehensive email strategies, very few companies include email validation as a weapon in their arsenal. Dead-end email accounts slowly clog up your contact lists, wasting time and dollars as you send messages that are doomed to bounce back.
Without this essential tool, even a masterfully crafted email marketing program can fall flat.
Poor list quality can quickly accumulate as these email accounts are abandoned by their owners. Similarly, many companies rely on gathering email addresses at the point of sale or from a mobile device. When entering verifying information on a mobile, typos can be made by the email owner that are only discovered later, when marketing emails go undelivered.
These issues leave you struggling to reach your primary targets.
Realizing the benefits of email validation.
Email verification, or email validation, is a potential solution to the epidemic of inaccurate or abandoned email addresses.
Email verification can step in to keep your connections current with loyal subscribers or interested prospects for better email marketing results.
Using an email validation process includes real-time verification of subscribers on your email list, both as they enter the email and in batch form with your existing list.
It’s ideal for ensuring accuracy for both new and long-established email lists.
When you send an email campaign to thousands of email addresses, imagine how much a more accurate list will benefit your marketing program.
To read more about validating your email list, check out the full article over at Entrepreneur.