Should B2B Marketers Ignore Personal Email Addresses?

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Should you throw away those personal email addresses in your B2B database? We look at a recent study from Eloqua and walk you through reproducing the data in Marketo

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  • Should B2B Marketers Ignore Personal Email Addresses?

    1. 1. Should B2B Marketers Ignore Personal Email Addresses? - How to Answer in Marketo –
    2. 2. AboutAboutAbout Beachhead Contact us www.beachhead.io email: steven@beachhead.io • A marketing agency founded to help B2B marketers adapt to the changing world of marketing technology. • Learn more at www.beachhead.io
    3. 3. Should you ignore Personal Email Addresses in your Marketo instance? Back to the Question:
    4. 4. Eloqua Study Personal email addresses show higher percentages in: • Leads created • Forms submitted • CTR on emails • Multiple website visits • Multiple email opens
    5. 5. But… Is it True? The Rule of Thumb Possible Bias in Eloqua Data • Your prospects give you a personal email address for fear of spam • These addresses often are accounts only used for spam, so they rarely get checked • Did they exclude list purchases? – These will be lower quality, make business emails look worse • Did they exclude seed lists? – These might include personal addresses, will make personal addresses look better
    6. 6. When in doubt, check your data
    7. 7. How To Check Your Marketo Database What you’ll need Qty Names Smart List 1 “Personal Email Addresses” “Email Performance” Report 2 “Email Performance – Personal” “Email Performance – Business” “Leads by Lead Source” Report 2 “Lead Performance – Personal” “Lead Performance – Business”
    8. 8. How To Check Your Marketo Database 1. Create smart list 2. Create four reports 3. Compare numbers 25 Minutes
    9. 9. Build Your Smart List
    10. 10. Build Your Smart List Generally don’t include the “.com” as this will ignore co.uk and others
    11. 11. Email Performance – Personal Accounts Go with a year of data for every report
    12. 12. Email Performance – Personal Accounts
    13. 13. Email Performance – Business Accounts
    14. 14. Lead Performance - Personal
    15. 15. Lead Performance - Business
    16. 16. Compare Numbers in Excel • Export reports • Paste Total lines into same tab
    17. 17. Out Client Meta - Analysis 1.07% 9.39% 11.39% 0.63% 8.76% 7.17% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% % Emails Clicked % Emails Opened Click-Open % PortionofSegmentshowingBehavior Measure of Engagement Personal Email Addresses Business Email Addresses Slightly more engagement among personal email addresses
    18. 18. Don’t Forget! • Exclude list purchases (they rarely contain personal addresses) • Exclude seed lists (might show higher engagement)
    19. 19. And… If you send useful emails content, none of this matters
    20. 20. Contact us www.beachhead.io email: steven@beachhead.io Subscribe to Interested in learning more? Visit our blog at www.beachhead.io/blog
    21. 21. THANK YOU If you have any question THANK YOU If you have any questions Contact Us www.beachhead.io email: steven@beachhead.io

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