powering successful marketing campaigns with accurate, safe data
TRANSCRIPT
Powering Successful Marketing Campaigns with Accurate, Safe DataJessica Kao, PhD
@spunkyscientist
Demand Generation, Marketing Operations, and Keeper of the Database
Email Marketing is critical to Successful Marketing Campaigns
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Email Campaign
Copy
Promo/Offer
AssetSubject Line
Audience
Most Important Contributor for Effective Email Campaigns is Often Neglected
Quality of your Database
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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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Who is Responsible for Keeping it Clean?
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One House = One Database = Reputation Sender Score
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High Deliverability
Challenge:
To get the most from your marketing campaigns . . .
. . . how do you ensure optimal email deliverability?
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How do you get blacklisted?
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Fake
Inactive
Bounces
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
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• Marketing and Sales buy lists
• SDRs and sales scrape emails = “prospecting”
• Email anyone in the database
• Fear of deleting leads
• Hygiene?
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
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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Solution: Email Hygiene Verification
Verification
• Answers “Will it bounce?”
• Identifies valid inboxes when possible
Hygiene
• Identify spam traps, honey pots, bot generated, malicious domain1305/01/2023
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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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.
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
Email Validation Assessment
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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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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
Having Data is Powerful
Case study: Why Data is Power
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• Pressure to expand email target listChallenge
• Large inactive databaseContext
• Relax email target criteriaAction• Sent to spam trap• Received warning letter of blacklist infractionResult
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
Justification – Cost of Shutting Down Email
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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
Summary
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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
