The returns analysis is one of the key actions in the process of address database management. All information gained in the analysis allow us to plan next campaigns better, to get more real efficiency indexes for next mailings, and to lower the costs substantially. An intuitive returns search engine within the SARE system enables fast and easy analyses.

It is worth noting that information about messages that have not been delivered is displayed according to return emails received by SARE from recipient servers. Each email should contain specific information that describes reasons for message rejection, alongside with error numbers.

As this does not always happen as it should, we added an intelligent returns analysis module to SARE, which searches message contents for error numbers and characteristic phrases, such as “out of the office”. This ensures its efficiency at the level of 98%.

Data are collected from all returns, and then displayed in the report module: quantitatively and in percentage terms. A complete list of recipients of rejected messages is at our disposal – we precisely know the reasons for message rejection.

 At the top of the list, there is a “Manage the addresses” button; it enables deletion of records, changing their status or moving them between groups.

 However, we need to remember that the list contains both hard returns and soft returns. This differentiation is crucial for address deletion. It is worthwhile to clear up all hard returns regularly; however, we do not recommend soft returns deletion. The former include returns caused by “unknown email address” situation, and the latter – when the recipient’s inbox is temporarily full. Our decision on address deletion should depend on whether there is a chance that our recipients will receive our next messages.

 However, regular deletion of returns should become a habit of a sender. The deletion of returns will limit the number of sent messages (as they will not be sent to recipients), and consequently will lower the campaign cost. The deletion improves the CTR factor, as it is calculated as the number of openings (or clicks) against the total number of sent messages.

Finally, we need to remember that returns sent by servers may contains errors, too; even if we received one or two hard returns from an addressee, they can still receive our next message. Hence, we recommend to wait until a couple of mailings are completed, and switch on the option of “Delete addresses when situation happened in at least 80% cases”.

 All these factors disable automation of the whole process, although it should be performed regularly. Any automated actions may cause deletion of a good deal of correct email addresses. Our recommendation would be to delete hard returns once a month, preferably in advance of sizeable mailings. The process will take no more than several seconds, and will help maintain a proper cleanliness of the database.

Shall any doubts arise, please contact your consultant, or alternatively rely on us in comprehensive database management.

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