Managing Your Email Marketing Database:
Migrating Subscribers
Imagine the entire population of New York City's metropolitan area renting moving vans, vacating the area, and repopulating, leaving not so much as a forwarding address or phone number. Sound unimaginable? If so, think again, because that's exactly what's happening with e-mail marketing databases today.

In the United States alone, there are more than 100 million e-mail users. And according to industry experts, at least 20 percent - or 20 million - of those users change their e-mail addresses each year. By 2006, Jupiter Research estimates that the number of online users in the U.S. will more than double, reaching 210.8 million. For marketers, the problem of managing e-mail address changes will only continue to grow.

The cost for sending direct mail averages somewhere between $1.00 to $2.00 per piece, while the cost to deliver a highly personalized e-mail ranges from $0.01 to $0.25, Jupiter Research recently reported. Although the cost of sending electronic publications and/or promotions remains significantly cheaper than sending print publications, it is still customary to pay per e-mail. As a result, you could be wasting thousands of dollars each year if you fail to keep your lists clean.

And cost isn't the only issue. What about response rates? Unlike their print counterparts, electronic publications can be lost in the void of electronic space. Most people are lackadaisical about forwarding their old e-mail addresses to their new ones, which makes e-mail unlikely to find its intended recipient in the event of a change. That's one less person who will have the opportunity to see - and act on - your pitch.

Fortunately, there are several ways to combat the problem of cyber-wanderers and to keep your lists clean and up-to-date. Following are some suggestions:

1. Stay diligent about processing inbound e-mail and "bounce backs," those beacons of undelivered e-mail. Just how diligent you need to be depends on the frequency of your correspondence. If you're sending bi-weekly newsletters, for instance, you will need to make your list cleaning a daily task - or face an incredibly arduous full day every two weeks of tackling the chore all at once. If your correspondence is less frequent, you can probably afford to manage this process a little less often. But, remember that your inbound mail will pile up quickly.
2. Offer an easy-to-change subscription page. Make it easy for your subscribers to change their profile information. Inform your subscribers in your e-mail communication and on your Web site about how they can update their profile information or opt-out from communication if they decide to remove their name from your database.
3. Pay attention to any and all customer contact. Inbound "snail" mail, as well as inbound telephone calls and faxes, may include requests for information, unsubscribe requests, address changes, etc. Fortunately (or unfortunately, as the case may be), today's advanced technology brings higher customer expectations in addition to increased capabilities. The immediacy and widespread availability of e-mail correspondence means that your customers expect a quick reply, even if that reply doesn't include a full solution to the customer's need. Sometimes, an acknowledgment is adequate, as long as it is followed in a timely manner by a more detailed response. But in the case of unsubscribe requests, immediate and full attention is required, particularly if your next communication is rapidly approaching. Today, the marketing climate is constantly changing. Honoring your customers' solicitation requests is no longer just a matter of preserving your brand's good name. With the boom in state anti-"spam" laws, it is clearly an important legal issue as well.
4. If outsourcing, choose a reliable e-mail marketing services provider. E-mail list management may sound like an enormous amount of work - and without the proper technology, it can be. The good news is that any e-mail marketing services provider worth its salt will automate these processes for you. "Bounce backs" will be automatically purged from your lists, new profiles and addresses will be merged into your list, and any inquiries or requests will be routed to the appropriate group or person within your organization. So, when it comes to outsourcing, be sure to ask the right questions. These capabilities are an absolute must when it comes to relying on third-party organizations for your e-mail marketing or electronic publication delivery.
5. Use an e-mail change of address (ECOA) service. ECOA services help you match existing opt-in customer names and addresses with accurate and deliverable e-mail addresses. Millions of subscribers opt-in to ECOA services each year to update their e-mail address. It is a simple and effective way for direct marketers and publishers to stay connected with their customers and subscribers.

E-mail is rapidly becoming the primary means of communication for many consumers. In fact, according to Jupiter Research, e-mail was the top online activity in 2001. For marketers, that statistic translates into two important facts: One, you can be sure your customers have adopted e-mail; and two, you can be sure your competitors are working hard to maximize its effectiveness. Can you afford to be two steps behind?

An accurate, reliable permission e-mail marketing list can provide a solid foundation for a successful e-marketing program - and in today's hyper-competitive, e-driven marketplace, a successful e-marketing program will be essential.

Copyright 2002 ClickAction