How to increase the effectiveness of every email marketing campaign globally and ensure high deliverability and reach. Are you asking the right questions about your email marketing campaign?
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Powering Successful Marketing Campaigns with Accurate, Safe Data
1. Powering Successful Marketing Campaigns with Accurate, Safe Data
Jessica Kao, PhD
@spunkyscientist
Demand Generation, Marketing Operations, and Keeper of the Database
2. Email Marketing is critical to Successful Marketing Campaigns
25/25/2016
Email
Campaign
Copy
Promo/Offer
AssetSubject Line
Audience
3. Most Important Contributor for Effective Email
Campaigns is Often Neglected
Quality of your Database
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4. Multiple Points of Data Entry From Multiple Depts
Marketing
Demand Generation
Marketing Operations
IT
Sales
Sales Operations
Customer Success
and more. . .
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6. One House = One Database = Reputation Sender Score
6
High Deliverability
7. Challenge:
To get the most from your marketing
campaigns . . .
. . . how do you ensure optimal email
deliverability?
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8.
9. How do you get blacklisted?
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Fake
Inactive
Bounces
10. Best Practices
• Don’t purchase poor quality mailing lists
• Don’t harvest random email addresses
• Use confirmed opt-in
• Remove inactive email addresses
• Pay attention to mailing list hygiene
105/25/2016
• Marketing and Sales buy lists
• SDRs and sales scrape emails = “prospecting”
• Email anyone in the database
• Fear of deleting leads
• Hygiene?
11. Companies marketing to a database that is routed
through a healthy data-cleansing routine can realize
nearly 70% more revenue than an average organization,
based purely on data quality.
-Sirius Decisions
12. What happens when you are blacklisted?
1) Cease email campaigns
2) Submit plan on how you are going to remedy issue
3) Isolate, quarantine, and delete potential ‘bad’ emails
4) May need to purchase your own IP address
5) Create IP warming email campaigns
6) 3 – 4 weeks sending small batch email campaigns to “Friendly folks”
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13. Solution: Email Hygiene Verification
Verification
• Answers “Will it bounce?”
• Identifies valid inboxes when
possible
Hygiene
• Identify spam traps, honey pots,
bot generated, malicious
domain
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14. When is it used?
Sources of input
• Form Fills
• List Uploads
• CRM - Sales created
• 3rd party vendors
• Content Syndication
Before every email send
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15. Email Hygiene Product
Provides a code
Helps you make informed decisions
High level of detail and granularity
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Valid
Invalid
Potentially
Dangerous
Email Validation does not tell you
that a person no longer works for
company X but instead works for
company Y.
16. Email Validation plus Hygiene
• Cloud based solution
• Checks email addresses in real-time for up to date accuracy
• Integrated into any web form, point of sale platform, shopping cart or business
application or system
• Pre-built integrations to Salesforce.com, Marketo, ExactTarget, Bronto, and more
18. How it is used?
Integrated through webhook
Automated processing rules to validate and suppress
Real time Snap shot of state of database. (Marketo – Segmentations)
Part of filter for every email send
Large International Companies – re-validate before every email send
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19. Getting to know your data
Higher quality
Sources - tradeshow, website form
fills
Relaxed email hygiene criteria
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Reputable Data Questionable Data
Lower quality
Sources – vendor provided,
purchased lists, web scraped
More stringent email hygiene
criteria
21. Case study: Why Data is Power
215/25/2016
• Pressure to expand email target listChallenge
• Large inactive databaseContext
• Relax email target criteriaAction
• Sent to spam trap
• Received warning letter of blacklist infractionResult
22. Bonus: Assess Data Quality from Data Vendors
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• Assess data quality from list vendorsChallenge
• Run Email Hygiene and VerificationAction
• 20% invalid emailsResult
• Prevent damage to IP sender score
• Obtain credit for bad dataOutcome
23. Justification – Cost of Shutting Down Email
235/25/2016
Shut Down Email Marketing for 4-6 weeks
Annual Revenue = $100M
Marketing Influenced Rev = 50% = $50M
5 weeks/50 weeks per year = 1/10
1/10 of $50M = $5M
24. Summary
245/25/2016
What is the cost of shutting down email marketing
Email Hygiene and Verification is a must have tool in your marketing tech stack
Risk of not knowing is too high
How do I safe guard my database? It’s a little more complicated than that because there are a lot of doors to my house. And a lot of people are coming in and out and I don’t have the power to stop people at the door, but I do have to live in the house
Who is responsible for keeping the database clean?
By Maintaining a high sender score, avoiding spam traps, maintaining high quality data on a regular basis.
Why because none
Once you get on these black lists your email deliverability plumets
25-33% of email addresses will become outdated every year.²
Increase chances of not making future recipients
Vicious Cycle
blacklisting can ruin a business’s reputation and halt further email deliverability
Spam traps are set up by companies responsible for blocking unsolicited emails. Their aim is to capture careless marketers and spammers. Their sole purpose is to catch illegitimate email and identify senders with poor email marketing practices.
Increase chances of not making future recipients
Vicious Cycle
blacklisting can ruin a business’s reputation and halt further email deliverability
Honey pots
Inactive emails get turned into traps
If you speak to any marketing manager, this is their worst fear.
Source data from reputable source
Identify and avoid sending emails to spam traps
Cleanse data on a regular basis
Remove emails that bounce frequently
