By Mike Hattub, Chief Operating Officer, AnalyticsIQ
Email entered the marketing industry in a ‘wild-west’ fashion several years ago. Initially, there were very few rules and regulations around email marketing and, as expected, this attracted many different types of businesses. Unfortunately, the types of businesses that capitalized on this new marketing channel had varying degrees of business ethics.
Over time, higher quality players have emerged and regulations have also been developed for the email marketing environment. Known information is now available to help validate and verify the quality of email addresses for marketing. There are also compiled files of other types of suppressions so that email marketers do not send emails that will black-list them or their Email Service Providers (ESP).
These known sources of information are very important but only tell part of the Email Optimization story for marketing. The one issue with known data is that it only can be useful when it matches to a database (for example, if I have a list of 100,000 email addresses and I match this against a Suppression/Invalid file then maybe 30,000 of my emails are identified as bad. The other 70,000 could be good but there is no way to know for sure).
Analytics has evolved tremendously in this area so that companies can also infer ‘bad’ emails which should also be excluded. Additionally, analytics can also determine which of the ‘good’ emails have the highest propensity to Open. Lastly, analytics can drive which Opens will be the biggest fans of a product in the Social world as well as who has the most Discretionary Spending for making purchases.
All of these dimensions together, and also some custom analytics, brings email marketing much further down the path toward an above-board, SPAM-free channel.