Speaker: Ann Freccero, Sr. Dir. Global Marketing Strategy @ TIBCO

2. Move from a corporate SPAM program toa
corporate GRAND SLAMprogram
Ann K. Freccero
Sr. Director, Global Marketing Strategy
TIBCO

3. About Me
 Senior Director, Global Marketing Strategy at TIBCO
 Marketing Operations 8+ years
 Marketo Practioner 6+ years
 Passionate about database health & marketing
 New Mom!
/annfreccero
@anniebanannie

4. The Importance of Email
 Email is a critical piece of the marketing puzzle
 Email marketing drives more conversions than any other marketing channel,
including search and social1.
 US companies send 1.47MM emails a month! (WW average is 1.38MM)2
 60 percent of consumers say that email marketing influences them to make a
purchase3.
 Considerable time spent crafting the perfect message, getting the
right look and feel, segmenting the audience.
 None of this matters if your email isn’t getting into the right
inbox!
1. Montenate via Campaign Monitor
2. MarketingLand, Report Shows U.S. Companies More Savvy At Email Marketing: They Send More, Have More Subscribers & Test More
3. Vogel Marketing, Email Marketing Tips 2017

5. Corporate SPAM Programs
 Use a batch and blast approach to try to reach all possible
prospects
 Send a high volume of emails
 Continue to reach out to idle records with the same messages
 Ignore deliverability & bounce rates
 Put sender score and reputation at risk
 Waste time & resources

6. Get to GRAND SLAM
 How to quickly improve your email database and rebuild your
reputation
 How to maintain your reputation (even while trying to reengage)
 How to plan a bigger database cleanup

7. TIBCO’s Story

8. About TIBCO
TIBCO fuels digital business by enabling better decisions and faster,
smarter actions through the TIBCO Connected Intelligence Cloud.
From APIs and systems to devices and people, we interconnect
everything, capture data in real time wherever it is, and augment the
intelligence of your business through analytical insights. Thousands of
customers around the globe rely on us to build compelling
experiences, energize operations, and propel innovation.

9. Our Database History
 November 2014
 10 SFDC Systems
 8 Marketo Systems
 Maintenance decentralized
 No clear governance or guidelines
 February 2015
 System administration centralized
 Governance limited
 Upsell/cross-sell becomes focus for marketing team
 June 2015
 DECISION MADE: We need to have one, unified instance each of SFDC
& Marketo

11. TIBCO’s Corporate SPAM Program
 5.6MM emails/quarter (~1.9MM/month)
 88% deliverability rate
 11.7% Bounce
 3% Soft Bounce
 8.7% Hard Bounce
 8.6% Open Rate
 Multiple customers telling us they don’t get emails

12. First Base: Quickly improve your
reputation

13. 1. Identify Repeated Soft Bounces
Depending on email volume,
time frame may vary
Don’t want to touch active
leads
If email invalid, will hamper re-
enagement efforts

14. 2. Identify Repeated Hard Bounces
Depending on email volume,
time frame may vary
Don’t want to touch active
leads
If email invalid, will hamper re-
enagement efforts

15. 3. Identify Inactive Emails Analyze what is best for your
database
Add all inactivity filters
that are relevant

16. Why separate fields?
 Allows for deeper analysis of what may be affecting
send/deliverability
 Can test reengagement campaigns
 “Soft” bounces particularly important – improving “credit” will
increase changes of being delivered

17. Second Base: Maintain your reputation

18. Ongoing Maintenance & Improvement
 Monitor results!
 Are deliverability scores improving?
 Are bounce rates increasing or decreasing?
 Are particular emails or audiences performing poorly?
 Run quarterly “inactivity” programs to identify newly-idle leads
 Create governance about how leads are engaged, when they
should be retired before they get to the point of bouncing

19. Third Base: Plan & Implement a Larger
Database Cleanup

20. Clean up that database!
 Identify, and delete, leads/contacts that are just “taking up space” in
your database
 Old bounces/invalid emails
 Leads that have not reenaged
 Aging & idle
 Identify duplicates
 Use third-party technology to merge
 Augment and standardize for better targeting
 Limit free-form fields
 Standardize fields before leads are added to system
 Run programs to standardize after leads are in system
 Augment information using third-party tools

21. Sliding into Home: Results

22. Hitting a Database Grand Slam
59% reduction
in email volume
10% increase
in deliverability
63% increase
in open rates
80% reduction
in bounces