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Welcome to Your Email Data Toolkit

Every interaction with a member generates data. You can capture this data and study it to assess engagement levels, both on an individual basis and for the association as a whole. In this toolkit, we will cover the basics of email data, best practices for managing and structuring your data, and member segmentation techniques to support your email program.

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Email Data 101

Learn the basics of email data including various association systems and data types.

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Data Hygiene & Maintenancees

Explore best practices for managing data & lists to support your email program.

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Member Segmentation

Learn how to segment your members based on specific data attributes.

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For more information, visit our Email Data FAQs

 

Your Email Data Best Practices Checklist

1Integrate data systems to centralize member info

Leverage the depth of data you have around your members by integrating your systems. This will allow you to access information to personalize and engage your recipients.

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2Monitor bounce rates & clean lists frequently

Data degrades at an estimated rate of 22% per year. Conduct a regular cadence of data audits to clear bad addresses and ensure your data is up to date.

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3Avoid purchasing email lists

Not only is sending without permission illegal, most purchased email lists are poor quality, contain spam traps, and can damage your sender reputation.

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4Reactivate or eliminate inactive contacts

Unengaged emails are valid email addresses that no longer open or click on your email sends. Develop reactivation campaigns to re-engage them or purge from your list.

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5Avoid spam filters & optimize deliverability

Ensure the content you are sending is valuable and high quality. Low quality, spam-triggering content drives down your deliverability rates and sender reputation.

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6Strategically map & tag records for segmentation

Plan out the data fields you need to personalize and segment your email sends. You will use these fields to build your lists and pull reporting by record & segment type.

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7Send feedback requests to build member profiles

Continuously collect and develop your member profiles through surveys and campaigns designed to solicit feedback around interests and preferences.

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Download Printable Checklist

Additional Resources

How to Build Membership Engagement Through Technology & Data

8 Market Segmentation Mistakes Your Might Be Making

How to Make Conversions Based on Data

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