AWS Messaging & Targeting Blog
A Guide to Maintaining a Healthy Email Database
Introduction
In the digital age, email remains a powerful tool for businesses to communicate with their customers. Whether it’s for marketing campaigns, customer service updates, or important announcements, a well-maintained email database is crucial for ensuring that your messages reach their intended recipients. However, managing an email database is not just about storing email addresses. It involves keeping the database healthy, which means it’s up-to-date, accurate, and filled with engaged subscribers.
Amazon Simple Email Service (SES) offers robust features that help businesses manage their email environments effectively. Trusted by customers such as Amazon.com, Netflix, Duolingo and Reddit, SES helps customers deliver high-volume email campaigns of hundreds of billions of emails per year. Introduced in 2020, the list and subscription management feature of Amazon SES has added a new dimension to email database management, thereby reducing effort and time-to-value of managing a subscription list by allowing you to manage your list of contacts via its REST API, SDK or AWS CLI.
In this blog post, we will delve into the world of email database management in Amazon SES. You will explore two ways to manage your email database: building out your own email database functionality and using the built-in list and subscription management service. You will also learn the pros and cons of each approach and provide examples of customer use cases that would benefit from each approach. Regardless of the approach you ultimately decide to take, the blog will also share updated strategies for email database management to help with improving deliverability and customer engagement.
This guide is designed to help you navigate the complexities of email database management and make informed decisions that best suit your business needs. So, whether you’re new to Amazon SES or looking to optimize your existing email database management practices, this guide is for you. Let’s get started!
Email Database Management in Amazon SES
Amazon Simple Email Service (SES) offers two primary ways to manage your email database: building out your own email database functionality and using the built-in list and subscription management service. Each approach has its own set of advantages and potential drawbacks, and the best choice depends on your specific use case and business needs.
Building Out Your Email Database Functionality
When you choose to build out your own email database functionality, you have the flexibility to customize the database to suit your specific needs and leverage SES’ scalability as an email channel to send email at high volumes to your customer. Depending on the business requirement, the customizations could involve creating custom fields for subscriber data, implementing complex logic for categorizing and segmenting users, or integrating with other systems in your tech stack.
Using the Built-in List and Subscription Management Service
Alternatively, you can look at Amazon SES’s built-in list and subscription management service, which offers a ready-made solution for managing your email database. It handles tasks such as managing subscriptions to different topics and maintaining your customer email database through contact lists. Additionally, you can insert up to two links per email to the subscription preference page, which allow users to manage their topic preferences within Amazon SES.
The non-configurable subscription page will automatically populate the customer’s current subscribed topic and allow setting of granular topic’s preferences. More information on how to configure that can be found here.
| Building Your Own Email Database Functionality | Using Built-in List and Subscription Management Service | |
| Pros | Customization: Full control over the database structure and functionality, allowing for tailoring to specific needs. This includes creating custom fields for subscriber data, implementing own algorithms for handling bounces and complaints, and integrating with other systems in the tech stack. Integration: Flexible flow of data across the business due to the ability to integrate the email database with other systems in the tech stack. You’ve already built your own email database or have one in mind which supports querying, building that database external to Amazon SES would make for a more customizable implementation. Data Ownership: When you manage your own database, you have full ownership and control over your data. This can be important for businesses with strict data governance or regulatory requirements. |
Ease of Use: The built-in service provides readily-available API to create, update and delete contacts. These operations are also available via REST API, AWS CLI and SDK. Once you’ve set up the subscription topics and contact lists, you can leverage the preference center to allow your customers to easily sub/unsubscribe from different topics. Cost-Effective: More cost-effective than building own functionality as it requires less time and resources. The built-in service is also available free of charge unlike building out own infrastructure which would require ongoing infrastructure service costs. |
| Cons | Time and Resources: Building your own email database functionality requires a significant investment of time and resources. This includes the initial setup of the database, designing the schema, setting up the servers, and configuring the database software. Additionally, you’ll need to develop the functionality for managing subscriptions, and database cleanup in upon receiving bounces and complaints. Databases require ongoing maintenance to ensure they remain operational and efficient. This includes tasks like updating the database software, managing backups, optimizing queries, and scaling the database as your subscriber base grows. Complexity: As your subscriber base grows, managing your own email database can become increasingly complex. You’ll need to handle more data, which can slow down queries and make the database more difficult to manage. You’ll also need to deal with more complex issues like data integrity, redundancy, and normalization. Additionally, as you add more features to your email database functionality, the codebase can become more complex, making it harder to maintain and debug. Security: When you manage your own email database, you’re responsible for its security. This includes protecting the data from unauthorized access, ensuring the confidentiality of your subscribers’ information, and complying with data protection regulations. You’ll need to implement security measures like encryption, access controls, and regular security audits. If your database is compromised, it could lead to data loss or a breach of your subscribers’ privacy, which could damage your reputation and potentially lead to legal consequences. |
Limited Customization: The built-in service may not offer the same level of customization as building own functionality. It may not meet all needs if there are specific requirements. For example, the preference center management page cannot be customized. Dependence: Using the built-in service means you’re reliant on Amazon SES for your email database management. If the service experiences downtime or issues, it could impact your ability to manage your email database. This could potentially disrupt your email campaigns and affect your relationship with your subscribers. Furthermore, if you decide to switch to a different email service provider in the future, migrating your email database from the built-in service could be a complex and time-consuming process. Additionally, if your email database needs to be accessed or manipulated by other systems in your tech stack, this dependency on Amazon SES could complicate the integration process and limit your flexibility. |
| Customer Use Cases | Best suited for businesses with specific needs that aren’t met by standard list management services, or those who wish to integrate their email database with other systems. For example, a large e-commerce company might choose to build out their own email database functionality to integrate with their customer relationship management (CRM) and inventory systems. | Ideal for small to medium-sized businesses that need a straightforward, cost-effective solution for managing their email database. It’s also a good fit for businesses without the resources or technical expertise to build their own email database functionality. |
Strategies for Email Database Management with Amazon Simple Email Service
Once you’ve made the decision on whether to manage your email database within Amazon SES or build your own, that’s only half of the equation. It’s important to recognize that your email databases will only work best to serve the business needs when you have processes in place to maintain them. In this section, let’s go through some of the best practices on how to do so.
- Maintaining email list hygiene:
- Both Amazon SES and a custom-built email database require maintaining a healthy email list. This involves regularly cleaning your list to remove invalid email addresses, hard bounces, and unengaged subscribers. With Amazon SES, the process to handle hard bounces and complaints is automated.
- With a custom-built email database, you have more control over how and when this cleaning occurs. Rather than focusing on only email addresses that either hard bounces or complained, you can remove unengaged users. Every business will have their own definition of an un-engaged users based on business needs. Regardless, you will need to store the engagement attribute (e.g. days since last interaction). This will be simpler to architect in an external database which supports querying and bulk modification.
- Managing Subscriptions:
- With Amazon SES, you can easily manage subscriptions using the built-in functionality. This includes adding new subscribers, removing unsubscribed users, and updating user topic preferences. However, you will not be able to customize the look-and-feel of your subscription preference pages.
- If you build your own email database, you’ll need to create your own system for managing subscriptions, which could require significant time and resources. The trade-off is that you can fully customize your subscription management system to showcase your branding on the subscription preference page and also handle custom logic for subscription/unsubscription.
- Encouraging Engagement: Low engagement rates can indicate that your recipients are not interested in your content. To stimulate action, you can include a survey in the email, ask for feedback, or run a giveaway. You can then filter out inactive subscribers who still aren’t interacting with your emails. For engaged subscribers, you can segment these audiences into sub-groups by preference and send tailored email marketing campaigns. Before removing less active subscribers, consider what other kinds of content you could provide that might be more appealing. Unengaged subscribers can sometimes be re-engaged with the right offer, such as a free gift, a special perk, or exclusive content.
- Renewing Opt-In: For your disengaged subscribers, send a re-optin campaign and remove them if they don’t re-subscribe. Be transparent! Notify inactive subscribers that you’ve noticed their lack of engagement and let them know that you don’t want to clutter their inbox if they’re not interested. Ask them if they want to continue to receive emails with a clear call-to-action button that will re-sign them up for future emails.
- Making It Easy to Unsubscribe: Including an easy-to-find unsubscribe button and a one-step opt-out process won’t encourage subscribers to leave if you’re giving them a reason to stay. If recipients feel like they can’t leave, they’ll just mark your emails as spam, which counts as a big strike against your sender reputation.
Remember, effective email database management is a continuous process that requires regular attention and maintenance. By following these best practices, you can maximize the effectiveness of your email marketing efforts and build strong relationships with your subscribers.
Conclusion
In conclusion, maintaining a healthy email database is a critical aspect of successful email marketing. Whether you choose to build out your own email database functionality or use Amazon SES’s built-in list and subscription management service, it’s important to understand the pros and cons of each approach and align your decision with your business needs.
Building your own email database functionality offers the advantage of customization and integration with other systems in your tech stack. However, it requires significant time, resources, and technical expertise. On the other hand, Amazon SES’s built-in service is easy to use, cost-effective, and handles many complexities of email database management, but it may not offer the same level of customization.
Regardless of the approach you choose, following best practices for email database management is essential. This includes handling bounces and complaints, managing subscriptions, encouraging engagement, sending re-engagement email campaigns, renewing opt-ins, and making it easy to unsubscribe.
These practices will help you maintain a healthy email list, improve engagement rates, and ultimately, enhance the effectiveness of your email marketing efforts.It’s important to stay updated with the latest trends and strategies in email database management. So, keep exploring, learning, and implementing the best practices that suit your business needs.
For more information on Amazon SES and its features, visit the Amazon SES Documentation. Here, you’ll find comprehensive guides, tutorials, and API references to help you make the most of Amazon SES.
About the Author
Tristan (Tri) Nguyen
Tristan (Tri) Nguyen is a Senior Specialist Solutions Architect at AWS. With deep expertise in data science, martech and customer data platforms, Tristan specialises in utilising Machine Learning and Generative AI to craft scalable customer engagement strategies and architectural solutions for customer across the Asia Pacific Region. He holds a Master of Computer Science from the Georgia Institute of Technology, and has extensive hands-on experience with AWS technologies, achieving all 12 AWS certifications. In his spare time, Tristan dabbles in triathlon, hiking big mountains and climbing big rocks.