Resolution: Keep Lists Lean and Clean! Presented by: Jennifer Balogh Senior Director, Account Management and Strategy x224 |

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Meet Jennifer Balogh Meet Jennifer Balogh Sr. Director, Account Management & Strategy Jennifer is an experienced digital marketer providing expertise as it relates to online marketing and strategy across all industries. Jennifer invites you to please call, , or connect with her via LinkedIn. Contact Jennifer: x224 Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

What is List Hygiene? Process of cleaning files to ensure all addresses are accurate, current, legally opted-in, and deliverable. Dont set it and forget it– should be an ongoing effort. Addresses ever-shifting ISP policies, blocking techniques, and filtering algorithms. A list cleanse is an initial shoring up of processes, to set the stage for deliverability success. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

Who Should Consider a List Cleanse? Marketers Who: Acquire a bulk amount of opt-ins from a promotion or event, or have located a new database that they want to start communicating to. Have re-activated an program that was dormant, or who want to target a segment of subscribers who havent been contacted for a significant amount of time. Have been using an ESP that wasnt properly managing opt-outs or hard bounces; As a result, people who should have been suppressed from s werent. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

What are the Benefits of a List Cleanse? Maintain low bounce rates Remove potential spam traps Achieve high deliverability rates Increase open and click-through rates Allow marketers to understand the actual opted-in database volume Save money by sending to fewer subscribers. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

How Often to do a List Cleanse? Anytime marketers consider adding a significant number of addresses to their ongoing database. As long as opt-outs and hard bounces are being removed from your database as they occur, a mass list cleanse is likely not required on an ongoing basis. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

What, Specifically, is a List Cleanse Cleansing? A list cleanse identifies and quarantines blatantly bad addresses due to a variety of reasons: Duplicate addresses Syntax errors (malformed addresses, missing necessary components such as the dot, the extension, and typographical errors) Bad domains (invalid, incorrect, or expired) Bogus addresses (i.e. or others that may have been intentionally added by known anti-spam addresses without an MX record (these are likely illegitimate addresses, as DNS uses MX to allow mail delivery). Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

What Happens Once the Bad Addresses are Identified? Once completed, a list cleanse process should produce three files: 1.Clean addresses 2.Garbage addresses 3.Suspect addresses and their suggested alternative addresses (this is especially useful in correcting obvious typos so that youre not disposing of potentially good addresses). Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

Other Considerations Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

Practise Double/Confirmed Opt-in This ensures that all s you send are going to be valid, qualified contacts right off the bat. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

Consider Throttling Deployments Consider throttling deployments; if there are questionable addresses on your list, you avoid having a large number of them hard bounce within a short period of time which could get you blocked by ISPs. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

Address Inactive Subscribers A good list hygiene routine should also address inactive subscribers: Spammers buy and steal addresses, so ISPs mark abandoned addresses as spam traps to help identify spammers. Even if you acquired s in a perfectly legal way, they may have since become a spam trap. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

Complaint Rates ISPs base their complaint rates on your active subscribers, not your total subscribers. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

Maintain a Good Reputation Once youve damaged your IPs sending reputation (due to sending too many s to invalid or inactive addresses, for example), your may land in the junk folder, or worse off, not get past the ISP gateway at all. This impacts your active subscribers who actually want to be receiving your s. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

Consider Time Since Opt-In Remember that even if someone did legitimately opt-in to receive your s, but you havent contacted them for more than 6 months, we dont recommend simply adding them into your stream for a variety of reasons: They may have forgotten they opted in and report your as spam. The may have since become a spam trap. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

Send a Welcome Consider sending new subscribers a separate welcome , and deploy from a separate IP. Until youve determined the address is valid and active, dont jeopardize the sending reputation of your IP address. Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

Demonstrate Webinar Series Dont miss our next Webinar on February 27 th, 11:00 am EST CASL: What the new industry regulations mean to you and your digital marketing strategy Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

Q & A If you have any further inquiries, please do not hesitate to contact us: T | F | Jennifer Balogh T x 224 | *Unanswered questions will be posted shortly on the Vigorate LinkedIn company page. A copy of this webinar will be in your inbox shortly. Questions/comments? Dont forget to tweet with us! Our twitter Use the hashtag #demonstratewebinar to join the conversation! Vigorate Digital | 1256 Yonge Street, Suite 202, Toronto ON M4T 1W5 | T F |

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