If you’re managing your email campaign effectively, you should have a concise list of people who your about to send your email to that should, hopefully, be interested in the content. As you click on send you look forward to seeing the open and click-through rates to appear in your reports.
More than likely though, the first thing you receive is an auto-response announcing that someone on your list has left the company, is on maternity leave or just on holiday for a week. Depending on the size of your email list you could be getting hundreds of these auto-responses and it would be easy for you to do a mass delete and focus on those who have interacted with with your email, but there are 2 reasons why you should not do this.
1. Email verification
An increasing number of companies are using email verification, that is similar to Captcha, which requests the sender to click on a link in order to prove that they are human and not an automated system. The system blocks the sent email and instead returns an auto-response requesting verification that the sender is real before the server then passes it onto the recipient. These emails come as auto-responses so they can easily be missed if you don’t check through your returned emails. Thankfully once you have verified that you are indeed human the server should not request you to perform the process again.
Until this is done your emails will never reach the person or anyone else within the company asking for verification, so it’s worth looking out for these emails to get the most out of your contact lists.
2. Replacements/Covering employees
Although many of your out-of-office auto-responses will just be stating that the recipient is on holiday sometimes they contain information on who to contact in their absence or in the case of someone leaving the company information on who is now the main contact. Use this information to update your database because it will avoid the need of trying to discover who best to speak to at the company at a later date.
It might not be vital to sort through your auto-responses for each email send but we recommend looking through them every 3 months to be sure your getting the most out of your data base and keep it up-to-date.