email database

Why an Accurate Email Database Matters for Email Campaign Success

How accurate is your email database? Do information gaps prevent you from creating targeted email campaigns? According to HubSpot, email marketing lists naturally decay at a rate of over 22% annually. Hence, why a consistent email hygiene practice is essential; because consumers aren’t static. Their behaviors and preferences change as a result of life events, and it’s part of your job as a marketer to keep up.

Benefits of an accurate email database

  • Improved conversion rate because emails are sent to interested parties.
  • Higher match rates when email addresses are onboarded in Google, Facebook, Twitter, and LinkedIn for multichannel targeting.
  • Accurate email campaign report.
  • Save money by eliminating inactive contacts.
  • Lower bounce rates and increase sender reputation.

How an email list loses its luster

There are numerous reasons why contact information can become outdated and unreliable.

  • Employment changes: Many consumers use their work email as their primary point of contact, especially for B2B communication. As HubSpot suggested, when people leave their jobs and start new ones, their contact information is immediately useless for marketing purposes.
  • Unsubscribe: Another way that email marketers can lose contacts is when customers opt out. However, an unsubscribe can also help you clean your database by only keeping engaged contacts for future communication.
  • New email addresses: The popularity and utility of email service providers often rise and fall. When was the last time you checked your AOL account? Do you even recognize the company? Customers change their ESP depending on their needs, which renders an outdated email worthless.

How these obstacles influence email marketing

Faced with these significant challenges, you may believe that email marketing is floundering.  In fact, ROI for email has only increased. 2020 research indicates that email has an ROI of $42 for every $1 spent. However, you shouldn’t add addresses to your email database without verifying whether they’re active. Some companies like to create a cold email list in hopes of reaching new customers. This can mean adding addresses to your email database without verifying whether they’re active. But by doing so, they’ll increase bounce rates because the contact information is out of date. The higher your bounce rates, the more frequent your email ends up in spam folders.

Reignite a cold list

You first must understand the reason why customers are not reading your emails anymore. Did they change email addresses? Did they unsubscribe from your list? Are they not interested in your message? Whatever the case, this information will help guide your next steps. You can try sending a follow-up email to contacts who haven’t opened your previous emails. If they ignore your communication, then it’s clear that they aren’t interested. This can be the result of multiple factors like a lack of interest or changing needs. If possible, try asking your audience what content interests them, and gauge whether you can meet their needs.

How to expand your list

There are numerous lead generation strategies that businesses can use to strengthen their email contact lists. Experian suggested that you provide links to exclusive content in the body of your email that can be accessed through a form submission. If recipients are interested in accessing your content, they can enter their most current email address in the form, improving the integrity of your database by providing up-to-date information.

A powerful database provides the foundation for an effective email marketing campaign. However, even the most solid email lists can degrade in a short amount of time. Make sure you recognize the causes of a deteriorating email list and fix the situation as quickly as possible.

About the author

Stirista began as an ambitious project from an apartment in San Francisco. But as office space expanded, so did our client base. After a few short years, we have worked with the largest healthcare insurance provider in the world, the biggest telecommunication company in the US, and some of the most prestigious universities in the country. We are on the preferred vendor list for a handful of Fortune 500 companies, with three of the ten largest companies in the world turning to us for...


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