Getting ready to change ESPs, marketing automation providers, or CRM systems? According to Gartner, more than half of all data migration projects will exceed budget and timeline and/or harm the business, due to flawed strategy and execution. Let that sink in… In the current environment, time is of the essence and failure is not an option! Join experts from FreshAddress and Devs United for a look at the steps smart businesses are taking to get data migration right the first time.

2. Today’s Speakers
Charles Carletta
Product Manager
ccarletta@freshaddress.com
Zoey Sollisch
Business Development Manager
zsollisch@devsutd.com
Pato Sapir
VP CRM & Marketing Automation
psapir@devsutd.com

3. • Email Database Services Company
• Founded in 1999
• Help companies and nonprofits clean,
protect, and grow their email lists
• 2,500+ clients including 25% of the Fortune 100
• Over 14 billion email addresses processed
About FreshAddress

4. • Gold Salesforce Consulting Partner
• Over 25 marketing automation experts
located in United States, Argentina and Chile
• 80+ Marketing Automation Implementations
• 5/5 Customer Satisfaction Rating
• Part of a full service advertising agency,
Marcus Thomas
About Devs United

5. • Data Migration Best Practices
• Email hygiene impact in your migration success
• Q&A
Today’s Agenda

6. Data Migration Best
Practices

7. [Step 1]
Ensuring the Structure
of Your Data

8. Ensuring the Structure of Your Data
• Identify data sources and develop a plan to improve
Data Silos
e-commerce
Email
Website
CRM
?

9. [Step 2]
Onboarding
Subscribers Into Your
New Platform

10. Onboarding Subscribers Into Your New Platform
• IP Warm-up

11. [Step 3]
Ensuring the Integrity
of Your Data

12. Ensuring the Integrity of Your Data
• Data Hygiene
• Do I have duplicates?
• Do I have a unique key to ID each record?
• Is my email data clean & safe to migrate?

13. HYGIENE IS NOT AS EASY AS IT SEEMS

14. MANY TYPES
OF BAD ADDRESSES

15. The Cost of Poor Email Database Hygiene
Email addresses that are undeliverable are worthless
Bad email addresses hurt your bottom line!
• Typo, bogus, disposable, role accounts & spamtraps.
• Good addresses can go bad.

16. COSTS: The Cost of Bad Email Addresses
• Don’t connect with your customers
• Skewed Metrics
• Negative Impact on Delivery
• Unnecessary Spending
• Low Customer Satisfaction
• Blocking and Blacklisting

17. Email hygiene impact
in your migration
success

18. SafeToSend® Example

19. SafeToSend® Example Continued

20. Verify each address in
real time to confirm that
it’s valid and can accept
mail.
Our patented spell-check
technology corrects as
many as seven errors in a
single address and fixes
any typos in your file.
We check each email
address to identify and
flag spamtraps and other
damaging email
addresses.
How It Works: SafeToSend®

21. • Syntax Checks
• RFC (822, 2822, 5322, 3696, 5233, 6530)
• FreshAddress standards
• General Domain Checks
• TLD
• LLD
• Real-Time MX record
• ISP Specific Rules
• ex-Gmail: no underscores in handle
• Account Level Validation (ALV)
• Vast database of recent email deliverability findings from
internal and partner ESP messaging
• Real-Time SMTP check
How It Works: Check
First, we determine if the email address is valid and accepting email.

22. How It Works: Check Examples
Email Addresses Problem
Sntower2groupon.com Syntax: key-stroke error
ldross@sbcglobal,net Syntax: key-stroke error
Dyuengling@comcast..com Syntax: extra characters
“[nickh@gmail.com1]” Multiple syntax errors
“CF_Smythe2hotmale.com”]] Multiple syntax errors
GeorgeQ@idglist.cmo Transposition in top-level domain
nuziad42@llbaen.com Transposition in lower-level domain
zephirin@zapos.com Missing character in lower-level domain
Pat_rick@gmail.com ISP-specific rule: Gmail doesn’t allow underscores
nick@xyxyxyxy.com Failed MX check: Domain cannot send/receive
email
CSHIBEL1@yahoo.com Failed ALV: bouncing/undeliverable address

23. How It Works: Correct
We fix typos and other errors with our patented "spell-check" technology.
• Effective on any misspelled domain
• Corrects up to seven errors per address
• Syntax
• Missing or duplicated @-signs and periods
• Accidental spaces, quotes, and other incorrect characters
• Typos
• Duplicate, missing or transposed characters
• Misspellings
• Keystroke Errors
• Misheard email domain (gbc vs. gbsee)
• Misunderstood handwriting (1 vs. l)

24. How It Works: Correct Examples
Category Original Corrected
Syntax sntower2groupon.com sntower@groupon.com
Formatting erinbr@ibmdotcom erinbr@ibm.com
Spelling doenespinoza@zapos.com doenespinoza@zappos.com
Transposition s.cruz@earhtlink.net s.cruz@earthlink.net
Missing Characters zephirin@hrvardpilgrm.org zephirin@harvardpilgrim.com
Extra Characters shannonk@amazzon.com shannonk@amazon.com

25. How It Works: Protect
We protect your database and your reputation by filtering out
damaging addresses.
• Deliverable, but toxic...
• Spamtraps and honeypots
• Deliverable, by undesirable...
• Frequent spam complainers
• Disposable domains
• Fictitious & malicious emails
• FCC wireless domains
• Customer specific suppressions
• Deliverable, but suspect...
• Automated or bot-generated
• Deliverable, but not best practice...
• Role accounts

26. How It Works: Protect Examples
Email Address Issue
paul@mediaone.net Spamtrap address
info@bankofamerica.com Role Account
newsletter@ortixdesign.com Role Account
gus@mailinator.com Disposable address
van.breuggeman@gmail.com DMA “Do Not Email List”
no@nothanks.com Fictitious handle and domain
billg@microsoft.com Fictitious email
abc@hotmail.com Fictitious handle
abuse@hotmail.com Malicious entry
spam@comcast.net Malicious entry
3102540940@tmomail.net FCC wireless domain

27. How to Solve Hygiene Problems Permanently
• First Step: Clean your house file.
• Second Step: Automatically scan all new emails in real time so
new data doesn’t compromise your clean file.
• Third Step: Scan your file throughout the year to guard against
data that goes bad over time.
• Net Result: 360-degree protection, all the time, in real time to
keep you safe from hygiene related deliverability issues.

28. Email Hygiene ROI
• Why Email Hygiene? FreshAddress hygiene provides a
return on your investment in a multitude of ways:
• Suggested corrections add customer email addresses to your file
that would otherwise be lost.
• Spamtrap detection positions your company to avoid associated
blocking and blacklisting that can derail your email marketing
program.
• Better inbox placement means more of the opens, clicks, and
revenues that your company needs to succeed.
• Higher customer satisfaction levels, lower call center costs, stop
wasting money sending email to dead and dangerous email
address, reduce data breach risk.

29. Thank You/Learn More!
Charles Carletta
Product Manager
ccarletta@freshaddress.com
Zoey Sollisch
Business Development Manager
zsollisch@devsutd.com
Pato Sapir
VP CRM & Marketing Automation
psapir@devsutd.com

30. Questions?