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Cleaning Data: The Key to Effective Email Deliverability
Email deliverability is the cornerstone of effective email marketing. One of the simplest and most impactful steps you can take to improve deliverability is to clean your data.
The Reality of Data Providers
Many companies rely on data providers like Apollo, ZoomInfo, and Seamless to build their email lists. However, it's crucial to understand that even the best data providers cannot guarantee 100% accuracy. Here are some key statistics:
- Approximately 5% of any list will include addresses you should never email. "Bad data" has a high chance of hard bouncing, which hurts your domain and inbox reputation.
- Only about 63% of the data you receive from these providers is perfect-quality, meaning it's verified and safe to use.
- Another 37% falls into the category of "unverified" or "unknown." This unverified segment should be approached with caution.
The Risks of Using Unverified Data
While it can be tempting to use unverified addresses, especially when you're short on leads, they come with risks:
- Some of these addresses will inevitably hard bounce, which can harm your sender reputation and decrease your deliverability.
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Common Pitfalls
It's surprising how often even well-known companies, who do everything else right—from buying domains and completing DNS records to personalizing and segmenting their lists—fall short in data cleanliness. They continue using dirty data because their data providers assure them it's clean. However, the reality is:
- No major provider offers completely clean data.
- These assurances are often misleading and relying on them can lead to significant issues down the line.
Benefits of Regular Data Cleaning
Cleaning your data is a cost-effective way to maintain high deliverability rates. By regularly scrubbing your list, you:
- Remove invalid and risky addresses.
- Ensure that your emails reach real, engaged recipients.
- Obtain more accurate campaign data, as you're not skewing metrics with bounces and unengaged addresses.
Conclusion
Don't take data providers at face value. They may promise clean data, but the reality is that every list needs regular maintenance. Investing in data cleaning is a small cost compared to the potential loss of deliverability and damage to your sender reputation. By keeping your data clean, you'll not only protect your deliverability but also gain more reliable insights into your campaign performance.
Remember, clean data is the foundation of successful email marketing.
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