One of the biggest questions for B2B marketers these days is: How do keep your email list up to date with over 36 million unemployed?
Email lists degrade at a rate of 2.1% per month even during good times, writes Corina Leslie of ZeroBounce, quoting stats from Marketing Sherpa.
That means “22.5% of your B2B email list becomes obsolete every year,” Leslie continues in a blog post.
Here are some of the normal problems that can erode your list, according to Leslie (we quote):
The pandemic crisis has made things even worse, leading to widespread list decay.
“Every non-personal email you have in your database has the potential to be invalid,” says Christopher Penn, co-founder and chief data scientist at Trustinsights.ai, according to Leslie.
Penn adds: “Personal emails – the hotmails, gmails, etc. of the world – should continue to be fine, but corporate emails likely will not be.”
So what do you do? Leslie and ZeroBounce urge brands to:
Prune out bouncing email addresses—Your bounce rate shouldn’t exceed 2%. If it does, your ESP may warn you or even suspend your account. Use an email checker to help you isolate “abuse emails, spam traps, role-based, catch-all, and temporary accounts from your B2B email list,” Leslie writes.
Score catch-all email addresses—These emails are likely to bounce when email validators will tell you they’re good to mail. The solution is to use a scorer to prevent these issues from causing real trouble:
Finally, are people happy to receive your email newsletter? Nothing will drive unsubscribes and tepid engagement metrics like irrelevant or boring content.