how to avoid them in your contact base – WAU
Email marketing, contrary to what some beginners think, is far from disappearing. Although the current focus has turned to social networks, there is still a lot of use here, especially for newsletter and statistics generation. However, there is one thing that always gets in the way of this process: the registration of fake email. Yes, you inevitably […]
Email marketing, contrary to what some beginners think, is far from disappearing.
Although the current focus has turned to social networks, there is still a lot of use here, especially for newsletter and statistics generation. However, there is one thing that always hinders this process: the fake email registration.
Yes, you will inevitably have some names on your subscriber list that are not really your leads. In general, they are people who have entered an address just to have access to some material, but who are not really interested in your newsletter.
Or worse, spam robots entering all possible forms and creating fake entries. “But why would anyone do that?”, You ask yourself. There are 2 hypotheses:
- there is a competitor wanting to sabotage your email;
- the robot works to steal data and statistics from its base.
Anyway, a fake email can hurt your business a lot.
So let’s talk about the risks they bring and how you can avoid most of them. Follow:
The problems of having a fake email list
Loss of data accuracy
Your list of entries is not just for hanging on the wall and feeling proud of yourself.
It helps you generate statistics about users, record data such as location, age group, response rate, among other useful information.
Consequently, if there are many false names on this list, the percentages obtained will be polluted with a huge amount of invalid data.
Like much of the performance analysis of corporate actions – including e-mail marketing – are measured as a percentage (efficiency rate), your rating can drop considerably fast.
So, when you have an explosive increase in addresses on your list, be suspicious!
Rising cost of email providers
When a company works with a large number of emails, it needs to pay for the services of a business provider.
And each additional email that is triggered per day impacts this cost. The same goes for every fake email!
Let’s say you have a plan that charges a thousand emails daily within your platform. You currently have 700 subscribers and everyone interacts with your messages (an ideal world). Everything within its limits.
But out of nowhere, a robot generates 400 new registrations, increasing its total subscribers to 1.1 thousand, forcing you to look for a more expensive plan.
However, these 400 registrations do not respond to your messages, which considerably reduces the efficiency of your email marketing.
At the end of the day, you pay for 400 messages sent that offer no results.
Risk of being considered a spammer
Finally, every entrepreneur’s greatest fear is falling into the spam box.
Most providers determine whether or not you will end up in that limbo through your reputation, by checking the ratio between the number of submissions to fake and real addresses – a fee called hard bounce.
In short, every new fake registration you attend can compromise your chances of reaching your true leads.
How to avoid another fake email on your list
Always have a captcha
Do you know when the site asks if you are a robot? Captchas are a good way to avoid the threat of automatic registrations.
As much as machines get smarter, the technology needed to read a distorted image, without code, is not as accessible.
To say, for example, in which quadrants of the photo there is a child, is still a task for humans.
To have a captcha on your page, just install a plugin and configure it according to the instructions.
Remember to keep it updated! You never know when robots will get smarter.
Apply a 2-stage scan
Something that usually prevents the entry of a fake email at its base is the need for a double check.
For example: make a registration and then confirm it through a link sent by email.
Thus, the user will have to open the registered account and follow the procedure, which increases the chances that it is a real address.
This method has 2 benefits:
- users who are not interested in your material can give up on registering (yes, more than 2 clicks is a lot), which helps to filter better leads;
- robots are not always programmed to access an email and reply to a link again. Unless it is a very well programmed machine (and they do exist), there will be some flaw in this process.
Remove inactive entries from your list
No matter how hard you try to maintain an audience, some of your leads will leave your base – or have never been part of it, in the case of a fake email.
Because of both cases, it’s worth cleaning up your list from time to time.
Some common criteria for determining when the lead is no longer your lead are:
- very low rate of email opening for a long time;
- the names in the address and in the register simply do not match;
- the source IP of the email has already been compromised.
There are other, more in-depth criteria, but we believe that already explains our point.
Never buy an email list
This is a lesson that is reinforced at all times and that many insist on not following.
Some people find it interesting to send messages to as many people as possible, but they forget that good marketing is focused on your specific audience.
If you sell toys, for example, there is no reason to talk to single people aged 20 to 30, unless they are collectors.
Just remember: your use of a purchased list is very low. Not to mention that, depending on who sold you, it can consist of just more fake addresses!
Now that you understand how to avoid another fake email on your list, it’s time to put these practices into action!
Want to learn how to use real addresses in the right way? Then check out our free ebook on how to create winning email marketing campaigns.