Friday, 27 October 2017

Omnivore warning from Mailchimp - what to do video

In this six minute video Jo explains briefly why you have had the Omnivore notice, what Omnivore is, and also gives a few pointers on what not to do right now.

Watch the video - or read on...

"As far as IT skill levels go, I’m assuming that as you’re happy loading lists up to Mailchimp, you can cut, paste and you know what I mean if say Excel spreadsheet and CSV file.

If that’s above your head, you can look at our support docs and find out more about file types and basic data moving.

We’re going to focus on cleaning your email list to get Omnivore’s approval. There are also other things you can do to make it more likely for Omnivore to approve your data - we’ll touch on those very briefly and give you some pointers.

Right, let’s get started.

What is Omnivore and why has it stopped you loading your email list to Mailchimp?

Think of Omnivore as a filter. It stops bad email data getting onto Mailchimp’s system. By bad, I mean emails that look as though they don’t stand much chance of being delivered, or emails that look suspicious - as if you might be going to send spam.

So a bad email address list as far as Omnivore goes could contain a significant number of role based addresses - so [email protected], or emails that look like they’ve been scraped off the web. Maybe you’ve got addresses that contain gibberish or profanity, or have a  a single domain that’s not got a great delivery or opening track record. Yahoo emails have the lowest open rate by the way.
In 2016 Mailchimp sent 24billion,148million,661 thousand,121 emails.

The reason Mailchimp sits behind Omnivore is that it’s protecting itself from getting a bad sender reputation. If Mailchimp let everyone send to all sorts of rubbish addresses Mailchimp would end up with a bad name and this would lead basically, to the internet police stopping Mailchimp from doing it’s business.

Some of the other things Omnivore checks for include your IP reputation, whether or not it’s seen the emails before, whether it shows characteristics of being a list that’s been bought, if you’ve ever mailed to those addresses before.

So that’s why you’ve had an Omnivore warning, now I’m going to focus on your email addresses and how to improve them before loading them back up to Omnivore.

How to clean your email address list for Omnivore

Step 1.

If your list is manageable enough, take a look at your email addresses. You can do this easily in Excel.

If feasible - visual check and sort in excel
Alternatively - professional cleaned by an email checking company

A good way to clean up a list yourself is to be honest with yourself about data quality. You’ll know where your data is from - is it a list that you’ve been carefully growing and managing for years, or have you just typed up a bunch of names from all sorts of sources… If it’s a rubbish list of old email addresses with typos and syntax errors, tidy it up before you try to use Mailchimp.

There are a couple of ways to do this. Obviously, having your list checked by an email validation company is an excellent idea. Email validation services will show you duplicates, undeliverable addresses, catch-all servers, disposable email addresses, spam traps... all sorts of things that are affecting the quality of your data. There’s loads of information about how email validation services work in our blog and on our online resources. For the purpose of this video, you just need to know that cleaning your list is a good thing to do. We’re happy to say that we are the best and we’re excellent value too.

To clean your list you’ll need to be able to upload it and download it once it’s been checked. After that, you’ll need to be able to sort it in excel  / google sheets and do some basic housekeeping. For instance, deleting all the emails that are undeliverable, removing role based addresses, duplicates etc.

What not to do - don’t clean your list by sending an email to everyone on it. This can cause you problems and may even get you blocked by your email service provider.

Step 2

If you think your data may still give Omnivore some issues, say for instance that you have heaps of email addresses on catch-all domains (catch-all means the mail server accepts all emails and it’s generally an indicator of low open rates) you could segment the list and upload the good addresses first.

Then add the catchall addresses but use Mailchimp’s tools to create a segment on your list, so you can mail to the catch-alls separately and see how your results work out.

Step 3

That’s your email address list clean.
Here are some other ways to get Omnivore trusting your data;

Five ways to avoid Omnivore warnings:

  • Whitelist your IP address
  • Add subscribers via a double-opt in process through a known email service provider - Mailchimp likes it when you use Mailchimp
  • Manage your list hygiene well, keep on top of bounces - don’t just keep mailing to people who never open your emails
  • On which note - automate a campaign to stay in touch with subscribers and make sure they still want to hear from you

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