7 Tips to Do Your Data Justice
One thing we like to do is read up on industry trends. If you’re a fan of Campaign Monitor, they have an awesome 2020 Email Marketing Benchmark report that covers numerous industries and has tons of great statistics. For this post, I am specifically going to focus on Non-Profit organizations.
Per, Campaign Monitors benchmark here is how 2020 email stats stack up on average:
Now, even though the average bounce rate is low, it’s relative to the size of your database – meaning it deserves your attention. Hard and soft bounces aren’t the same, and generally hard bounces are due to bad email addresses. So, that brings us to;
TIP #1: Review your bounced email addresses and correct obvious errors such as Person@1gmail.com.
This is a fast and easy way to get good emails back into your list.
TIP #2: Run your automatic de-dup tool to avoid sending people duplicate emails and increasing your opt outs.
TIP #3: Each time you search a contact in your database, if you see a duplicate that your automatic de-dup didn’t catch, and you know is a duplicate record – merge them!
I promise, over time this is a huge benefit.
TIP #4: Review your opt outs. Review the messages people are submitting for why they opt out.
You can’t improve your strategy without understanding what may not be working. If a large group of opt outs are stating the same issue, like frequency, it’s worth considering a change.
TIP #5: Ensure you have a way for constituents to update their own records. BONUS: Reach out annually to prompt an update with an easy to submit form.
TIP #6: Segment as much as possible. It’s easy to send an email to all, but that’s a good way to raise your opt out rate.
Not all of your constituents want everything you’re going to send. Start catering to individuals to boost the ROI of the messages you send. It’s worth the extra effort.
TIP #7: Make it easy to provide your organization with data.
One thing we see a lot, is that non profits have someone on a list because they made a donation or registered for event. You know the individual’s name, email and address. Sometimes that is literally all that is being asked. Adding micro-forms into your communication strategy, such as one-question surveys, are a great way to begin building out a true profile for an individual and learning their true connection to the organization. Plus, this feeds very nicely into effectively using TIP #6!
What are your tips and tricks for keeping your database clean, current and engaged? Share your thoughts below in the comments or on our Facebook page!