Start Clean: The Importance of Building A Valid Email List

By Rozina Hussain, Product Manager

The Data and Marketing Association has reported that “66 percent of online consumers made a purchase as a result of an email marketing message.”  McKinsey has noted that email acquires customers at a rate “nearly 40 times that of Facebook and Twitter combined.” And our friends at Campaign Monitor have cited this Venture Beat insight: “For every $1 spent, email marketing generates $38 in ROI.”

Email is not only an effective marketing channel for driving sales, it also opens you up to a variety of marketing opportunities. Here’s a short list of benefits that capturing an email provides to your business:

  • Increased traffic conversion
  • Identifying a website visitor (most are anonymous)
  • Directly market to leads via email marketing
  • Trigger automated email campaigns
  • Trigger cart abandonment campaigns (for e-commerce)
  • Fuel Facebook ad campaigns (custom audiences and lookalike audiences)

Email opt-in is the most valuable conversion aside from an actual sales conversion.  However, to get the benefits of email, you need a list of leads to market to.

How To Get More Emails

To bring more qualified emails into your system, marketers work long hours writing newsletters, crafting blog posts, creating contests, building content gates, and calibrating opt-in programs that offer discounts or free shipping.

Email signup popups have proven to be an especially powerful driver to email list growth. They allow businesses to engage website visitors, display a marketing message and present an email opt-in form in highly visible locations onsite.

Email pop ups drive visitors to ask themselves the question, “Am I interested in this?” This is important because many businesses will never prompt a visitor to make a decision. You may have a bunch of interested visitors that come to your website on a daily basis, but unless you ask a relevant question, you’ll rarely be able to identify and convert these visitors. Platforms like Justuno makes it easy to tailor and implement these email opt-ins.

While capturing emails is essential, there is one critical detail to remember:

You Can’t Market To An Invalid Address

Email works by effectively connecting marketers to their prospects and customers. But invalid email addresses can short-circuit this connection just as marketers attempt to make it. Bad data effectively wipes out all the work that marketers did to obtain it.

Invalid email addresses in your system need not be a symptom of malicious activity. They could be the result of honest mistakes. Sometimes, users try to sign up, mistype their address, and miss the connection they genuinely meant to make.

Keep Your Email List Clean From The Beginning

Using a tool to verify emails as they come in will save time, save resources, and ultimately, save you from losing customers due to mistakes you could have easily fixed.

You can integrate BriteVerify verification with the promotions you build with the Justuno lead capture platform. Whenever and wherever data enters your digital marketing process, verification is essential.

BriteVerify will automatically prompt prospects to correct their mistakes. You’ll reduce your bounce rate, improve deliverability, and may boost your overall email ROI. After all, a missed inbox is a missed opportunity for a conversion.

Email marketing is a powerful way to connect with your customers. But it only works if their address is valid. Don’t let a misspelling turn into a missed opportunity.

For more information on the integration please view the support documentation here.

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