If your business is in the e-commerce space, you know how valid phone numbers can be and how they play a part in communicating with your consumers and delivering the products and services you offer. Some businesses call or text to market their products and services while others use phone numbers to send text informational messages and engage customers who need support. The importance of having up to date, valid phone numbers is fairly obvious but why do businesses need phone verification and what exactly are the benefits? Let’s dive deeper into this question below…
First, we must make a distinction between types of emails you will be sending. This is important because the health of the IP addresses that you are sending from determine the crowd that ESPs recognizes you as being a part of. When you send password reset messages or announcements about accounts, these messages should be on separate, dedicated IPs because those that you send to affect the health of each IP.
All the email cleaning, scoring, and hygiene control in the world will not protect your campaigns if you do not have the proper policies in place with your marketing team.
Warming up your IP addresses prior to sending out your campaigns can be incredibly helpful in making sure it doesn’t seem like you’re a spammer. Email service providers flag dormant IP addresses when they begin sending to big lists without prior history. This brings us to another point about regularly sending emails in order to not only establish consistency with ESPs, but this will also create a cadence for your recipients to expect emails and drive down your unsubscribe clicks.
Successful email campaigns are all about audience. You want to deliver compelling content to those you want to reach. A truly successful email delivery campaign is equally mindful of the other audience: those you don’t want to reach. This audience includes spam traps, honeypots, litigators, and complainers.
Revenue from an email campaign increases by 1% for every percentage point you get closer to a 100% delivery rate. Based on a sensitivity analysis that we performed on the retail industry, a marketing campaign with a 90% delivery rate stands to see up to a 10% increase in sales just by improving its list hygiene.
Churn rate–or the attrition of subscribers from your email distribution list–indicates the percentage of your subscriber list lost in a specific period of time. If you’re not minding your churn rate, this article explains why you want to and why consistent email list verification should be one tool that you use to manage it.