Although marketers are sending out more emails, inaccurate data is holding them back from reaching prospects. The “Quarterly Email Benchmark Report” from Experian Marketing Services indicates that email volume rose by 24.8 percent in the third quarter of 2015 compared to the same period in 2014. However, 73 percent of companies have experienced email delivery issues over the past year.
About 64 percent of invalid email addresses acquired at the point of capture can be attributed to human error, according to the report. These statistics highlight the need for data cleansing on a regular basis. Approximately 80 percent of respondents said they currently have a data cleansing process in place, however, the rate at which their companies cleanse email data varies across the board.
Among the marketers surveyed, poor email delivery has resulted in an inability to communicate with subscribers (41 percent) and poor customer service (24 percent).
Email Marketers Strive for Improvements
With the consequences of data inaccuracy clear, marketers are making more of an effort to improve their email strategies. The “2015 Email Data Quality Trends Report” released by Experian earlier this year also found that 21 percent practice data cleansing daily in batches.
Furthermore, the majority (50 percent) are improving email interaction with subscribers through increased personalization. Marketers are tracking the success of their email campaigns by keeping tabs on leads (46 percent), revenue attributed to email marketing (45 percent), and the number of emails opened (42 percent).