Honestly Data base cleansing is like clearing out old cupboards – Embrace GDPR
I actually want them to change the name of the GDPR regulations – thats how tired I am of hearing about them! We have now carried out a very good database cleanse and got all our clients unto date with the regulations on all their digital platforms. I want to reclassify this as Spring cleaning because that is how it feels, we have delved into the backs of storage places found lists and data and brought it up to date to clean it.
Do you know what it is actually quite cathartic getting rid of those people that don’t engage and are not interested in your news, offers and thoughts. Its refreshing.
The interesting thing is the way people in business feel about “loosing people” from their database. Its as if there is some kind of security in having a long list of names and emails. Even if none of those people want to hear from you and never open an email, the fact that they have not clicked to unsubscribe must mean they are a hope – surely?
This reaches back to the belief that having a large database is some kind of power, like lots of followers on social media platforms, even if they never respond or look at your posts, but at least you have lots of followers. It is also a belief that the business or the owner in the business owns those people on the database! They have collected or purchased them over the years.
The Truth is if they don’t WANT to be there they shouldn’t be
The people that don’t want to receive information from you do not belong on your list. It’s a little bit like forcing people to come into your shop when they don’t want to, or come to an event they are not interested in. At best its pointless. So why do we think that sending emailers to people that are not engaged will one day change their mind?
I can not tell you how many people(clients) say “shall I keep a back up list of all the people that WERE subscribed”
One word WHY? Its not compliant and its against all the things we are setting out to do.
The way forward Post 25th May
So its not such a great shame really to use this spring to “spring clean” your database GDPR could be one of the best things to ever happen. You could end up with a heady 75% of opens and lots of great engagement. Your well structured and well thought out campaigns to audiences or segments of your audience could bring in more rather than less business.
Another thought is you may have to pay less for your email platform, mail chimp is still FREE if you keep below 2000 names!
So let’s embrace the change drag those databases out and air them, freshen up your campaigns make them mobile friendly, create great content and most of all please your real audience. Move forward informing your new keen list and sharing what it is you do best.
This is some information we know as fact:
Mobile email will account for 20 to 75% of email opens, depending on your target audience, product, and email type. (eMailmonday)
- Emails not optimized for mobile devices get deleted by a majority (80.3%) of users. 3 out of 10 users unsubscribe from the list if the emails are not mobile optimized. (Bluehornet)
- 64% of subscribers open an email based on who it’s from, compared to 47% of subscribers who open emails based on the topic (the subject line). (The State of B2B Email Marketing report- SuperOffice)
- By the end of 2018, worldwide mobile email users are expected to total over 2.2 billion. (Radicati)
- More than 21% of all messages are opened within the first hour of sending. (GetResponse)
- The best times to send an email are 10 a.m. and from 8 p.m. to midnight. (Coshedule Research)
- Tuesday is the best day of the week to send emails. If you send two emails a week, send the second email on Thursday. (Coshedule Research)
- 78% of consumers unsubscribe from emails because brands were sending too many emails. (Hubspot)
- mail list segmentation and personalized emailing were the most effective email strategies of 2017. (DMA)
- By using a specific personal name, rather than a general email address or a company’s name, you can increase open rates and click-through rates by as much as 35%. (SuperOffice)
- Out of 1.52 billion email opens, the email clients that witnessed the most opens in 2017 are Apple iPhone, followed by Gmail and Apple iPad. (Litmus Email Client Market Share)
“These are my own thoughts and ideas in my own words I make no apologies. I am the founder of Guardian Angels Marketing a marketing agency that specialise in niche marketing- Michaela Barker”.