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Resolution: Keep Email Lists Lean and Clean!

Resolution: Keep Email Lists Lean and Clean!. DEMONSTRATE. Presented by: Jennifer Balogh Senior Director, Account Management and Strategy 416-944-3760 x224 | jbalogh@vigoratedigital.com. Welcome!. Demonstrate : Our new webinar series

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Resolution: Keep Email Lists Lean and Clean!

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  1. Resolution: Keep Email Lists Lean and Clean! DEMONSTRATE Presented by: Jennifer Balogh Senior Director, Account Management and Strategy 416-944-3760 x224 | jbalogh@vigoratedigital.com

  2. Welcome! • Demonstrate: Our new webinar series • Tweet us your thoughts and questions throughout the webinar • Our Twitter handle: @vigoratedigital • Use the hash tag #demonstratewebinar to join the conversation! Thank you for joining us! Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  3. Meet Jennifer Balogh Sr. Director, Account Management & Strategy Jennifer is an experienced digital marketer providing expertise as it relates to online marketing and strategy across all industries. Jennifer invites you to please call, email, or connect with her via LinkedIn. Contact Jennifer: 416-944-3760 x224 jbalogh@vigoratedigital.com Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  4. What is List Hygiene? • Process of cleaning email files to ensure all addresses are accurate, current, legally opted-in, and deliverable. • Don’t set it and forget it– should be an ongoing effort. • Addresses ever-shifting ISP policies, blocking techniques, and filtering algorithms. • A list cleanse is an initial “shoring up” of processes, to set the stage for deliverability success. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  5. Who Should Consider a List Cleanse? Email Marketers Who: • Acquire a bulk amount of opt-ins from a promotion or event, or have located a new database that they want to start communicating to. • Have re-activated an email program that was dormant, or who want to target a segment of subscribers who haven’t been contacted for a significant amount of time. • Have been using an ESP that wasn’t properly managing opt-outs or hard bounces; As a result, people who should have been suppressed from emails weren’t. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  6. What are the Benefits of a List Cleanse? • Maintain low bounce rates • Remove potential spam traps • Achieve high deliverability rates • Increase open and click-through rates • Allow marketers to understand the actual opted-in database volume • Save money by sending email to fewer “subscribers”. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  7. How Often to do a List Cleanse? • Anytime email marketers consider adding a significant number of email addresses to their ongoing email database. • As long as opt-outs and hard bounces are being removed from your database as they occur, a mass list cleanse is likely not required on an ongoing basis. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  8. What, Specifically, is a List Cleanse “Cleansing”? • A list cleanse identifies and quarantines blatantly bad email addresses due to a variety of reasons: • Duplicate email addresses • Syntax errors (malformed email addresses, missing necessary components such as the @, the dot, the extension, and typographical errors) • Bad domains (invalid, incorrect, or expired) • Bogus email addresses (i.e. test@test.com or others that may have been intentionally added by known anti-spam activists) • Email addresses without an MX record (these are likely illegitimate addresses, as DNS uses MX to allow mail delivery). Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  9. What Happens Once the Bad Addresses are Identified? • Once completed, a list cleanse process should produce three files: • Clean addresses • Garbage addresses • Suspect addresses and their suggested alternative addresses (this is especially useful in correcting obvious typos so that you’re not disposing of potentially good addresses). Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  10. Other Considerations Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  11. Practise Double/Confirmed Opt-in • This ensures that all emails you send are going to be valid, qualified contacts right off the bat. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  12. Consider Throttling Deployments • Consider throttling deployments; if there are questionable addresses on your list, you avoid having a large number of them hard bounce within a short period of time which could get you blocked by ISPs. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  13. Address Inactive Subscribers • A good list hygiene routine should also address inactive subscribers: • Spammers buy and steal email addresses, so ISPs mark abandoned email addresses as spam traps to help identify spammers. • Even if you acquired emails in a perfectly legal way, they may have since become a spam trap. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  14. Complaint Rates • ISPs base their complaint rates on your active subscribers, not your total subscribers. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  15. Maintain a Good Reputation • Once you’ve damaged your IP’s sending reputation (due to sending too many emails to invalid or inactive email addresses, for example), your email may land in the junk folder, or worse off, not get past the ISP gateway at all. • This impacts your active subscribers who actually want to be receiving your emails. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  16. Consider Time Since Opt-In • Remember that even if someone did legitimately opt-in to receive your emails, but you haven’t contacted them for more than 6 months, we don’t recommend simply adding them into your email stream for a variety of reasons: • They may have forgotten they opted in and report your email as spam. • The email may have since become a spam trap. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  17. Send a Welcome Email • Consider sending new subscribers a separate welcome email, and deploy from a separate IP. • Until you’ve determined the address is valid and active, don’t jeopardize the sending reputation of your IP address. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  18. ‘Demonstrate’ Webinar Series • Don’t miss our next Webinar on February 27th, 11:00 am EST • CASL: What the new industry regulations mean to you and your digital marketing strategy Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  19. Q & A *Unanswered questions will be posted shortly on the Vigorate LinkedIn company page. If you have any further inquiries, please do not hesitate to contact us: T 416-944-3760 | F 416-944-3765 | info@vigoratedigital.com Jennifer Balogh T 416-944-3760 x 224 | jbalogh@vigoratedigital.com • Questions/comments? • Don’t forget to tweet with us! • Our twitter handle: @vigoratedigital • Use the hashtag#demonstratewebinar to join the conversation! A copy of this webinar will be in your inbox shortly. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

  20. Thanks for your time! Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T. 416-944-3760 F. 416-944-3765 | www.vigoratedigital.com

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