Best Practices Will Drive Success
With Yahoo's release looming, now is the time to follow best practices and yes, say goodbye to inactive contacts.
The following steps should be taken now for all email addresses, not just Yahoo:
- All new addresses should be double opted-in or, at the minimum, sent a welcome series/transactional email after they sign up or take action. These emails should make it clear how and where they signed up as well as an easy to click and clear link to unsubscribe.
- It's okay to shrink your list size. Email activity is the key metric now. All addresses that do not take action (open or click an email) after six to nine months should be removed from your list. However, you should have been engaging them well before this time period, in an attempt to get them active. After six months of not opening, do you really think someone finally will?
- Watch your onboarding metrics during the August transition. Ask yourself, "Am I getting an unusually large amount of sign ups? Do I have more spam complaints?" If so, you need to dive into the metrics and if a lot of these signups are Yahoo addresses, realize you need to find a better way to catch them during the sign up process.
Marketers Will Need to Rethink Metrics and What's Important
This is the final nail in the coffin for any marketer that still manages email lists in-house. List management is critical to a campaign's success. It's the key factor that can make or break the sale of your next product, or donation needed to keep your campaign alive. For your list to be most effective, you have to be able to see the metrics-opens, clicks, bounces and complaints. If you don't, you won't know how successful your campaign could have been.