CANOGA PARK, California., June 29, 2021 / PRNewswire-PRWeb / – Email makes digital marketing tick. Marketing departments should know exactly where their lists are coming from. If not, they’ll be missing out on valuable leads, which will negatively impact the business – lost time, money, and effort. “If you start with bad lists, you won’t get results and you just don’t know why,” says Heaven Cassidy, CEO of MountainTop Data. “Maybe you’re using one of those listing companies that are really good at selling but they don’t know or care about the data. You see an opportunity where they can write code and make something out of it that they can sell. They aren’t real Interested.” To have quality data that goes beyond selling. “
A major problem for email marketers: the fact that any vendor’s list is bound to be flawed. Marketers can’t be sure how names came on the list. For example, some of them may come from shared IP addresses that users don’t need to sign up for. (1)
Others may come from catch-all domains that collect incorrectly addressed email or are sent to inactive users. To make matters worse, they don’t recover, so senders never realize that the data is bad. (2)
“Over 50 percent of the emails out there are on catch-all domains,” explains Cassidy. Reputable data companies – and there are some out there – work hard to clean up their lists and make sure they are very targeted. A data provider well worth their money will use machine learning and proprietary data algorithms to ensure the accuracy of their lists.
Best Email Practices
There are best practices to make sure your email lists are doing their job, reaching prospects, and positively influencing their decisions. Some of the things Cassidy recommends are:
- Keep your email list clean.
- Create and maintain an opt-in list.
- Use a different email service provider to send cold campaigns than you use for your opt-in / newsletter campaigns.
- Don’t send email to cold lists too often.
- Make it easy for yourself to log out.
If marketers don’t find the time to keep their lists up to date, bad things can and likely will happen. Further emails from the company end up in the spam folder. Click-through rates could drop and a company could end up paying for bad names. (4)
“Unfortunately, it is not easy to get hold of these types of bad data providers – they are garbage data providers,” says Cassidy.
One way to increase the chances of getting you enough useful names is to cast a wider net and use multiple providers.
This allows marketers to measure each other and weed out the worst performers. “Do you have more than one data provider,” says Cassidy. “This is probably the cleanest way … if you work with garbage data, you’ll get garbage results.”
Most data companies that sell email marketing lists are selling junk, according to Cassidy.
Businesses and their marketing team need to be aware of this dirty data. If they don’t take the necessary steps to maintain their own lists, they could see important red flags like more bounce-backs, fewer clicks and, ultimately, much less effective campaigns.
“Data companies know their lists are inadequate, but they don’t care,” says Cassidy. “It’s hard work doing the things I talk about” … to make high quality, clean lists.
About MountainTop Data
MountainTop Data based in Los Angeles, California, has been providing data services for B2B marketing for almost two decades. With an unrelenting commitment to quality, they were the first to guarantee the accuracy of their licensed data and business emails. They offer marketing lists, data cleansing, data attachment, and data maintenance. Their data services are used by some of the world’s largest brands in a variety of different industries, from multinational telecommunications companies to office technology to public relations firms and more. More information is available at http://www.mountaintopdata.com.
1. Wainwright, Corey; “Why Buying Email Lists Is Always A Bad Idea (And How You Can Create Yours For Free)”; June 10, 2021; blog.hubspot.com/blog/tabid/6307/bid/32892/why-purchasing-email-lists-is-always-a-bad-idea.aspx
2. “Five reasons every CMO should care about catch-all emails”; Think of Elevate Blog; thinkelevate.com/5-reasons-why-every-cmo-should-care-about-catch-all-emails/
3. “How to Successfully Manage Your Email List.”; The Blueprint, a Motley Fool service; January 9, 2021; Fool.com/the-blueprint/email-list-management/
4. Eaton, Roman; “What’s wrong with your mailing list and how to fix it?” Dashly blog; June 13, 2020; dashly.io/blog/what-is-wrong-with-your-E-Mail-Basis/
5. MountainTop data. “Targeted B2B Marketing Data.”; mountaintopdata.com/b2b-lists/ Accessed May 18, 2021
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SOURCE mountain peak data