BANK AND CREDIT UNION MARKETING

List Health and Email Reputation

List Health and Email Reputation

Individuals' rights to receiving marketing communications has become a prominent topic in the last few years, and as regulations change, we see companies having to adapt to these regulations. We wanted to share some information with you regarding this growing concern in the marketing industry, specifically with email list health. As a marketing professional, this is probably something you already monitor, but you may not know the consequences of a poor list.

The biggest issue with email lists are purchased lists. With any reputable email service provider (ESP) or internet service provider (ISP), purchased lists are not going to be allowed. With our own Marketing Automation platform, this is also not allowed.

Most email service providers closely monitor an email sender's reputation to make sure users are not sending to purchased lists or sending spam mail. They can do this by looking at the list upload itself and verifying the email addresses are legitimate; if a large majority are not, you won't get past that step. They also look at engagement of emails (such as open and click rates), as well as unsubscribe rates and spam complaints, which can both negatively affect your email reputation if you have too large a percentage.

For example, we are including our own acceptable thresholds used by our Marketing Automation platform:

Acceptable Thresholds
Spam Complaints: 0.1%
Hard Bounces: 1%
Soft Bounces: 5%

If you have exceeded these numbers in the last 30 days, your sender status will be automatically changed to "Poor." This can delay your email sends as they then must be manually reviewed until your status goes back up.

But don't let this scare you. You just have to make sure you are approaching this in a manner that is compliant and in your accountholders' best interests. As a financial institution, email communication is an important part of your relationship with your accountholders. That's why it's important to make sure you are doing things the best possible way:

• When accountholders first open their account or take out a loan, are you asking for their permission to send them communication via email, or are you opting them in another way?
• Are you respecting when they unsubscribe or opt out of marketing messages?
• Are you sending relevant content that will keep them engaged?

If you can answer "yes" to all these questions, you are on the right track!

Are you a Marketing Automation client interested in seeing your current email sender status? Email our Marketing Automation Director, Anna, anytime at anna@imageworksdirect.com.

 

Posted by Anna Fischer - February 28, 2018