This is the third of three articles about data integrity. To see previous posts, visit:
Your organization is a trade association and your members are business owners of a specific industry. Membership belongs to the business entity and anyone working at that entity is entitled to member benefits.
You may technically have only 5,000 members but there are 50,000 employees that enjoy benefits by way of being employed at those member entities. Those employees may have various job duties and skill levels ranging from CEO to those driving vans all day.
With every program or event, you blast out emails to all 50,000 employee members as well as an additional 100,000 other people in your AMS that will never be members. After several months of mass blasting, suddenly your emails are not getting through, even your urgent member communications are not being delivered. What happened?
The more frequently your recipients click on the SPAM button or ignore your emails, the greater the risk your company domain will get blacklisted and then everything is seen as spam. Keep your messages relative and fine tune your recipient list so that each email is meaningful to the recipient.
Keep your email addresses up to date.
Often organizations use a third party to deliver and that party manages your bounced emails by suppressing them. But if the ‘bad domains’ and the ‘user not found’ emails are not removed from your AMS data source, you will keep including them in your lists. Somehow, those bounced addresses need to be used to scrub your member data. Often providers can produce reports and you may be able to do mass scrubbing from the backend of your database. If not, manual cleanups may be needed. Keeping data up to date is no easy task, but it’s always worth the efforts.