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The first native Mass email service is built for nonprofit organizations. So if any organization has adopted mass mailing than you’re on your way to data management success. You’ve customized mass mailing to streamline your collecting of data from donors, supporters, and constituents and now you just want to send an email to a segment of your contacts to keep them inspired and informed about your programs.

Where should you start the search? What are the best practices around sending bulk email and recording the data? And how should you archive this data for long-term storage and data retention?


1. Choose a service that fits your needs ď Ź

There’s plenty of mass email services available, and at the time of writing this blog post, about 15 of them integrate. Choosing the right one for your organization depends on a few important items.

For your email marketing, it’s good to make sure the tool you select at least allows for the tracking of the following data points:  # sent  # opens  # clicks  # unsubscribes and opt-outs  # bounces  spam complaints

2. Limit your data footprint ď Ź

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A strategy for reducing your data footprint is critical in deploying an email service An easy starting point is to do the math on the expected impact of using an email integration will have on your data storage. First, determine where the bulk email service of the data is being stored for the email service tool you’re investigating.

3. Devise a manual archiving strategy ď Ź

Since most of the mass email apps and integrations in some way track data about each email recipient, determining an archiving strategy is important. To start, determine an aging schedule for your collected data. A typical rule of thumb is to consider an archiving date after about 6 months

When planning your archiving process, determine which aggregate fields should be kept, likely in a campaign record, to provide long-term metrics across all your email marketing campaigns. Fields such as the open rate, click-through rate, unsubscribe rate, and bounce rate are all important data points to keep active for much longer periods of time. Additionally, corollary data points, such as link performance within emails, provide key insight without taking up much data space.

What’s the easiest way of actually doing the reduction?  

Backup your data, using an export tool. Ensure that the long-term aggregate data you wish to collect is stored in a separate object than the object you’re about to delete records. Delete away! Remove those data hungry individual email recipient records.

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