| Adestra provide email marketing services to a | | | | form |
| host of UK marketers operating within travel, | | | | The more fields collected, the more validation |
| event organising, publishing, charity, entertainment | | | | required to avoid bad input. The more validation |
| and other industries. | | | | leads to less completed forms and more |
| We've spent time analysing client campaigns, and | | | | abandonment. Collect only what you need. Asking |
| have created a handy checklist for getting better | | | | for information that you have no use for, will |
| quality email contact records by using optimised | | | | increase form abandonment. Test your data set |
| data capture vehicles | | | | to see where the optimum is. |
| 1. Explain why you want their contact details | | | | 4. Future proof |
| Tell sign-up why you want other data fields. Telling | | | | Ensure you state how you will use data into the |
| them they will receive information by email will | | | | future. Future-proofing email addresses will allow |
| encourage them to ensure their email address is | | | | you to rent/ sell lists whilst staying compliant with |
| accurate | | | | email legislation |
| 2. Stay compliant with latest email marketing | | | | 5. Resource your email contact data cleaning |
| legislation | | | | operation |
| Keep up to date with the latest legislation and | | | | You need someone who actions requests to |
| standards to ensure your data capture vehicles | | | | unsubscribe / 'Mr Angry's to ensure fast |
| continue to be compliant | | | | processing and keep your contacts happy. |
| 3. Check quality of email addresses etc on the | | | | |