Email lists, email deliverability

Shop Talk Q&A

"I was about to switch email service providers but found I was required to have my customers opt in again when importing my existing contacts. Won't this hurt my list?" — Casey Whitcher, owner, GlamourDog.com

Many email service providers (ESPs) require a reconfirmation, or double opt-in, to ensure a list is clean. A merchant's gut reaction is often fear of losing subscribers. A double opt-in process, however, shows your chosen ESP cares about your reputation and theirs. Reconfirmation of your existing list will yield higher deliverability, produce stronger return on investment and provide better customer service.

For starters, large contact lists don't always equate to large customer lists. This means lower open rates because many subscribers may no longer want to hear from you, or the list contains invalid addresses. Costs can really add up if you're charged by number of contacts and/or sends. Reconfirming contacts gives you an opportunity to separate true prospective customers from long-dead leads.

Additionally, ESPs are graded on delivery. Globally, the average email deliverability rate hovers around 80 percent. However, more reputable providers come in as high as 96 percent. Double opt-ins ensure all merchants using an ESP have quality lists. Therefore, deliverability rates increase.

Before your switch, prepare your contacts for the ESP change. Send a message alerting them that they should expect a message asking to confirm their subscription.

Finally, remember the reason you were looking to switch. You likely wanted to improve your email marketing and contact management system. A more reputable, feature-rich ESP often enforces stricter policies. You may give up some of your contacts, but you'll probably find you're left with a much more targeted list and, subsequently, more lucrative campaigns.

P.S. Many ESPs will consider exceptions if a merchant can show the origins of its existing list. It's important to address any concerns you have with someone at the ESP.

— Gregory Davis is the director of corporate marketing at e-commerce solutions provider Solid Cactus (gregory.davis@solidcactus.com).

Tuesday is the busiest delivery day for email, at least according to the the recently published DirectMarketingIQ report titled "All About Email Creative." The report, which is available via DirectMarketingIQ's bookstore and powered by the Email Campaign Archive, found that almost 60,000 emails were sent on Tuesdays during the first quarter of 2010.

Shop Talk: Tuesday the Busiest Day for Email Delivery