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Posts Tagged ‘data enhancement’

guest post by Jeff Swift

Email marketing is an incredibly resilient strategy. Despite regular predictions of its demise – often citing the advent of Facebook, Twitter, Google Wave (RIP), and now SnapChat – email simply isn’t going anywhere. People open their emails. They click on links in their email. And they are motivated to donate by high quality emails.

When email is done right, it’s incredibly powerful. When it’s done wrong, it can be a disaster. Three of the most common email mistakes are easy to commit and often difficult to address:

  1. Emailing the wrong people
  2. Sending the wrong content
  3. Ignoring your audience

Emailing the wrong people

Sending an email newsletter out without having accurate data is like walking blindfolded across the street. There’s a chance nothing will happen, but it’s a bad idea.

Not only should you know your recipients’ names and email addresses, but you should ideally know quite a bit more about them. If you know their zip code, for example, you’ll be able to just send them emails about events in their area. If you know basic consumer information – what magazines they subscribe to, for example – you’ll know whether you should reference the outdoors or video games in your next email.

Email inboxes are very personal spaces. People have no problem clicking unsubscribe or marking as spam if they don’t feel the email is sent specifically to them.

The right people will know that a newsletter is meant for them. Don’t send to the wrong people. Email and demographic appends are worth the investment – as long as you use them!

Sending the wrong content

Now that you’ve got your audience sorted out, it’s time for the easy part: writing the actual email.

Nothing is more unnerving to a writer than a blank screen. That blinking curser just taunts you. Fortunately, with accurate data on your audience, you never have to start with a blank screen again. Make a list of what you know about your audience – do they prefer electric cars or NASCAR? Do they mostly live in big cities, or are they spread out across the countryside?

Put yourself in their shoes. What would you want to see in your inbox, if you were them?

When you hit that sweet content spot, you’ll know. Your open rates will climb, your click rates will meet your goals, and your list will grow.

The wrong content won’t get anywhere.

Ignoring your audience

Once you’ve got the right audience and the right content, it’s time to click send. But that’s not the end of it.

Your audience will give you invaluable information with every email, as they open, click, forward, unsubscribe, or take action on your website.

When you find something that works well, do it more often. When something flops, make sure you don’t do it again.

This sounds like obvious advice, but the fact is that many email lists are used like billboards – they just broadcast information out there and don’t bother to see how it’s received. Honor your investment in the data you collected about your audience and be willing to accept data directly from them.

Get started

Using data in email campaigns sets you up to succeed. Learn about your audience, target emails accordingly, and make sure to learn as you go.

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Whether you’re running a marketing campaign, or a political campaign, data integrity and completeness is essential. I work for, and buy product from, phone append vendor Accurate Append because they’ve been leaders in data quality for decades. Data quality isn’t just having access to many sources – it requires innovative approaches to merging that data and good judgement in what to keep and what to throw away.

Data quality is a big problem for political campaigns. Poor data quality mars polling, stops folks from voting, and results in multiple records for each one of use in different databases in different regions, states and on different companies’ servers. Here’s where the highest quality data comes in handy:

Get more of your mail delivered. While you can often trust Gmail addresses as valid, records from voter files change – and emails addresses don’t change in sync with physical addresses. Good data hygiene reduces email bounces and improves your sender reputation with ISPs.

Email matching for your tech program. Accurate email addresses are critical to building strong custom Facebook audiences, reducing advertising costs. For political campaigns, they also increase matches with services like VoterCircle, which you can use to enlist supporters in peer-to-peer canvassing.

Reach more supporters with accurate cell phone numbers. Open rates for texting are a magnitude higher than open rates for email. Instant lead validation on entry for all of your forms (possible with Accurate Append’s Gravity Forms OSDI WordPress plugin) makes sure you have the right numbers for texting, and line typing ensures you’re differentiating between contact methods for home, work and mobile numbers. You’ll appreciate accurate phones at every step of your operation – there’s nothing that discourages volunteers or lead gen staff faster than wrong numbers.

Save on your mailing costs: Mailings can run as high as $1 each – that means bad addresses can cost hundreds or thousands in wasted mailings, and a heck of a lot of waste. Consumer and postal mail updates mean more of your targeted mail reaches the bullseye.

To use Accurate Append efficiently, remember my tip to first remove the Gmail addresses – until some other email service eclipses the efficacy of Google’s service, those are going to be golden and don’t need much cleaning or updating. If you need phone numbers beyond the U.S., Accurate Append offers Canadian phone append. Another way to save is to narrow your target universe before sending over your file – don’t waste time or money with an unwieldy file. Remember to source complete data that allows you to reach your supporters on the most reliable channels – email, phone, doors. You can also narrow your outreach by adding donor histories and donor models to your contacts as a custom service from Accurate Append. And if you’re trying to register new voters, try their consumer file filtering to identify likely unregistered, eligible adults.

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