Powering Successful Marketing Campaigns with Accurate, Safe Data

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

205/01/2023

Email Campaign

Copy

Promo/Offer

AssetSubject Line

Audience

Most Important Contributor for Effective Email Campaigns is Often Neglected

Quality of your Database

305/01/2023

Multiple Points of Data Entry From Multiple Depts

Marketing

Demand Generation

Marketing Operations

IT

Sales

Sales Operations

Customer Success

and more. . .

405/01/2023

Who is Responsible for Keeping it Clean?

5

One House = One Database = Reputation Sender Score

6

High Deliverability

Challenge:

To get the most from your marketing campaigns . . .

. . . how do you ensure optimal email deliverability?

705/01/2023

How do you get blacklisted?

905/01/2023

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

1005/01/2023

• 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”

1205/01/2023

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

1405/01/2023

Email Hygiene Product

Provides a code

Helps you make informed decisions

High level of detail and granularity

1505/01/2023

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

17

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

1805/01/2023

Getting to know your data

Higher quality

Sources - tradeshow, website form fills

Relaxed email hygiene criteria

1905/01/2023

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

2105/01/2023

• 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

2205/01/2023

• 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

2305/01/2023

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

2405/01/2023

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

Thank You

Jessica Kaojess@digitalpi.com