Deduplication, don't send your commercial e-mail several times to the same person

E-mail marketing is a growing sector. This growth is made more and more thanks to the use of e-mail brokers. The problem is that very often the e-mail addresses of the Internet users end up in the databases of several brokers and possibly even in the database of the advertiser.

And as we know, in e-mail marketing, too much pressure makes the databases run out of steam. It would be a shame to let your prospects run out of steam before they are even in your database.

Here are some general tips to ensure that your contacts or prospects are not overwhelmed by your e-mail communications:

1. When you rent addresses/mailings from a broker, ask for a deduplication of his file with yours. This will allow you to avoid doing a prospecting campaign on your existing clients/contacts. This will also allow you to know the quality of your address broker in terms of database management.
2. Control the number of mailings your provider will do on the same message. With the increase in performance e-mailing, some players tend to bludgeon their e-mail databases. This is counterproductive. The reactive ones are likely to be of poor quality, as they had to be contacted several times to react. And the non-reactive ones might give you the image of a spammer.
3. Edit your message when you remail. If the first email didn't work, there is very little chance that sending it again will work miracles (although you will often manage to catch a few distracted people).

For the record, since November 2009, I received 12 times the same e-mail from Barclays/Mastercard from different sources with always the same subjectline: "Take advantage of the Platinum MasterCard ? 0 euro". It seems that it does not work as desired.