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Guest Column: Targeted email delivery has 4X higher ROI than social media, direct mail and paid search: Manjunatha K G, Founder & CEO, Kenscio Digital Marketing

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Guest Column: Targeted email delivery has 4X higher ROI than social media, direct mail and paid search: Manjunatha K G, Founder & CEO, Kenscio Digital Marketing

The very foundation of email marketing is the database of addresses a company holds. Hence, you hold the great responsibility of maintaining this database; for with it, come numerous benefits. Though the issue at hand may seem trivial, email hygiene is a necessity for achieving targeted email delivery, which businesses appraise as having a four times (4X) higher ROI over other marketing formats such as social media, direct mail and paid search. And there’s nothing that meets the brief better than an Email Validator Tool.

So, to broach the need for this tool, we return to the key point of delivery. If businesses are to see that their campaigns are effectively executed, a clean and viable list of contacts ensures that they stay clear of Hard Bounces (an email id that doesn’t have an inbox) and Spam Blacklists (email ids that are used to trap unsolicited campaigns). Email bounce rates determine and prioritize sent emails in the inbox. A high bounce rate will inevitably lead to blacklisting and blocking from recipients, which in turn takes a toll on your cost and time expenditure. And more importantly, it is a severe blow to your Sender Reputation. The lower your reputation, the more futile your campaign can turn out to be. In addition, a clunky database will only distort results and fail to offer an accurate representation of your company’s performance. A bounce rate that falls between a mere 3–5% is in fact a red flag indicating that your contact list needs cleaning.

Now, whom do we weed out?

When current subscribers lose interest, it leads to un-engagement. The first order of business would be to try and recapture their attention. Checking in on them at regular intervals and providing them with fresh and customer-friendly content are some healthy practices to adopt. However, if a user’s activity continues to remain in stasis, it’s best to do away with them.

Duplicate and invalid email addresses are another pitfall that commonly plagues marketers. These are the ones most likely to contribute to your bounce rate. Here’s where a tool could come most handy with its ability to sort these duds out. Implementing a double opt-in feature is also a simple and effective way to curtail such addresses.

Furthermore, keep an eye out for contacts that didn’t opt in, unsubscribers and alias IDs who can be disregarded from your list.

How do we go about tidying up?

It’s important to provide crisp and clear unsubscribe forms if a customer grows nonchalant. Moreover, allowing them the freedom of choice when editing their settings helps retain their interest in the brand.

A welcome email to new subscribers adds a personal and alluring human touch to interactions.

To touch upon re-engagement once more, feedback is pivotal if we are to understand users and their needs. Try revamping your opt-in methods to convey a concise and gripping message that makes users re-consider.

Segmenting your contacts based on recentness assists in organizing contacts so that a sense of ‘freshness’ is retained with the emails. This segmentation can be done on the grounds of several factors including, but not limited to:

  1. Date of subscription
  2. Date of last interaction
  3. Date of contact’s source

Feel free to fine-tune your segmentation as you wish, but do so keeping in mind the size and characteristics of the database you’re dealing with.

Email hygiene is a sign of a marketing company that is up-to-date, alert and hands-on in spreading its influence. With the guaranteed boost to brand awareness comes a spike in annual revenue and a reputation built around strong and effective dialogue between customer and organization.  Moreover, an email validator seals the deal with an uplift to your conversion rate – the chances of turning a prospect into a potential customer – by clearing away the invalid ids and realigning your campaign to a clientele that’s best suited for it.

Because at the heart of marketing, relationships are everything.

(The author is Founder and CEO of Kenscio Digital Marketing)

Disclaimer: The views expressed here are solely those of the author and do not in any way represent the views of

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Prior to joining Madison PR in 2012 Chaudhary was Group President Corporate Communications at Reliance Industries Limited.