Nowadays, you can’t be too careful with who you communicate with online. This can be especially troublesome when you want to share exciting and resourceful information about your company and products. 

Way back when, before the CAN-SPAM Act of 2003, we were able to send out emails with the voracity of water coming out of a firehose. Since then, we have toned it way down to the equivalent and accuracy of a water pistol –  targeted and personalized. This is actually a good thing! 

Clean and Compliant

Since 2003, additional legislation regulating how businesses manage customer data has been enacted.  On April 14, 2016 General Data Protection Rules (GDPR) were adopted by the EU with little fanfare from businesses in the US. However, it quickly became apparent that anyone doing business with the EU better read the regulations and comply or be subjected to stiff penalties. GDPR became enforceable on May 25th, 2018 to enhance the protection of personal data of citizens of the EU. GDPR increased the obligations on organizations that collect and or process personal data. In short, if you have a business that markets to people in the EU, GDPR applies to you.

The California Consumer Privacy Act (CCPA), enacted on June 28, 2018 and went into effect January 1, 2020, is yet another piece of legislation drafted to protect consumer privacy. In this case, though, it only applies to companies doing business in the state of California and must satisfy one (or more) of the following conditions: the business has annual gross revenues of $25 million; obtained the personal information of 50,000 or more California residents, households, or devices annually; or have acquired 50% of more of your annual revenue from selling California residents’ personal information.

If you want a side by side comparison of GDPR and CCPA, Laura Jehl & Alan Friel of BakerHostetler LLP created this super helpful CCPA – GDPR Comparison Chart

Less is Often More

We learned quickly that sending too much information or receiving information that is not relevant to our audience is…’off putting’, to say the least. It can also be costly to your business. Sending the right resource or communication at the right time, to the right person can facilitate meaningful engagement. 

Measure What Matters

If you use a Customer Relationship Management (CRM) software to manage and maintain your contact lists, you probably know that these systems will help ensure that contacts are reliably receiving your emails and your email deliverability maintains a high rate. 

Abnormally high hard bounce rates can indicate fraudulent activity and damage your reputation. Some CRM’s will suspend emailing capabilities if you consistently have a high hard bounce rate. 

OptinMonster, an online lead generation software, recommends two general email metrics to monitor

  • Hard Bounces – Many ISP’s prefer bounce rates to be under 2%.
  • Unsubscribe rate below 0.5% is considered good. If your unsubscribe rate is above that you should evaluate the list you are using. You could be sending your email to the wrong segment.

Engagement as an Indicator

You can also maintain the health of your contact list by monitoring engagement. Create a static list that adds contacts that meet a specific set of criteria. For example: if a contact has not opened any marketing emails in the past 6 months add to an unengaged list. 

This is a great excuse for you to reach out these contacts directly and ask them if they still want to receive your communications. Don’t forget to personalize your email. 

If you take data hygiene seriously, implement email validation into your program. Rejoiner, an email marketing software promotes the use of email validation software to help remove:

  • Dummy and temporary email addresses
  • Invalid emails
  • Misspelled emails
  • Catch-all emails to unmonitored inboxes
  • Emails with fraudulent domains

If you are interested in trying an email validation service, check out some of these:

Now that you know how to keep your contact lists clean start sharing all the wonderful content you are curating! Need help getting started? Give rasa.io a try. We provide a platform that generates customized newsletters that are tailored to provide relevant information to your specific audience.

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