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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 35/25/2016
- 4. Multiple Points of Data Entry From Multiple Depts Marketing Demand Generation Marketing Operations IT Sales Sales Operations Customer Success and more. . . 45/25/2016
- 5. Who is Responsible for Keeping it Clean? 5
- 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? 75/25/2016
- 9. How do you get blacklisted? 95/25/2016 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” 125/25/2016
- 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 135/25/2016
- 14. When is it used? Sources of input • Form Fills • List Uploads • CRM - Sales created • 3rd party vendors • Content Syndication Before every email send 145/25/2016
- 15. Email Hygiene Product Provides a code Helps you make informed decisions High level of detail and granularity 155/25/2016 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 185/25/2016
- 19. Getting to know your data Higher quality Sources - tradeshow, website form fills Relaxed email hygiene criteria 195/25/2016 Reputable Data Questionable Data Lower quality Sources – vendor provided, purchased lists, web scraped More stringent email hygiene criteria
- 20. Having Data is Powerful
- 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 225/25/2016 • 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
Editor's Notes
- 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
- Still not convinced. . . ?