Increased personalization (50%) ranks as the leading method by which companies feel they can improve email interaction among subscribers, says Experian Data Quality in a new survey [download page] of 200 US respondents from a variety of company sizes and industries. Respondents also see the value in improved customer intelligence (43%), though surprisingly fewer (36%) feel that more relevant content will do the trick.
That’s an interesting result given previous research demonstrating that email marketers believe that relevant and compelling content is the most effective tactic for achieving their overall email objectives.
A relatively high proportion of respondents also feel that better quality email addresses (39%) can improve subscriber interactions. This in fact emerged as the top response among smaller companies, presumably as their smaller list sizes make reaching each subscriber more important.
Indeed, more than 9 in 10 respondents collecting customer and prospect email addresses face challenges when collecting that information. That’s at least in part due to the variety of channels used to collect the information, ranging from point-of-sale (70%) to websites (70%), events (42%) and mobile applications or websites (41%). But the biggest factor in data management challenges appears to be human error, per the report.
Those challenges contribute to the finding that while one-third of respondents don’t know how faulty their emails are, on average, respondents believe that at least one-fifth of their email list is invalid or inaccurate.
To manage their databases, companies are most often validating new email addresses (55%), engaging in reactivation campaigns for inactive subscribers (45%) and removing hard bounces (41%). Meanwhile, more than 8 in 10 are performing some sort of data cleansing, most commonly in real-time at the point of capture or daily.
The analysts recommend that companies pay attention to data quality and track metrics including bounce rates and list growth rates.
About the Data: In August 2015, Experian Data Quality commissioned a research study produced by Research Now. Over 200 respondents in the U.S. took part in the research; participants came from a variety of company sizes, from small to enterprise. Industries involved in the sample include retail, manufacturing, automotive, financial services, utilities and more.