Help for Undeliverable E-mail Addresses
Are your e-mail marketing efforts hampered by high undeliverable rates? If so, you may want to consider running your e-mail file against an E-mail Change of Address (ECOA) service, suggests Tricia Robinson, chief marketing officer for Atlanta-based e-mail communications services provider Accucast. To determine if the benefits of this service outweigh its costs, you need to assess the value of an e-mail address. “What it comes down to is if the value of the e-mail address to the organization is greater than the charge of the ECOA on the address,” notes Robinson. “Depending on the value of what you’re marketing, if … your average sale per message is $100 or $150, then we strongly encourage [you] to go the ECOA route,” she says.