Some businesses keep concise and intimate customer email databases; others want to go with large lists of relative strangers who have enticing credentials. No matter what you prefer, your marketing automation software offers you the chance to segment the recipients by names, title, industry and more. That’s the good news.
The bad news? These systems aren’t designed to catch the errors or inconsistencies that can cause problems in your email campaign. And they’re not a cure-all or a substitute: “Companies that try to automate the delivery of unsolicited emails generate little engagement and become known as spammers,” notes HubSpot. “And companies that implement complicated automation programs without a reliable source of organic leads find that their investment has little impact on revenue.”
What’s more, “natural and unavoidable workplace dynamics such as job changes, title changes and relocations mean that in just one year, over a third of your marketing database can become outdated,” warns eTrigue. Holy bounceback, Batman!
The Facts about Dirty Data
Failure to clean your marketing database can have dire consequences. The Inbound Sales Network cites one big number: $600 billion-with-a-b in lost revenue each year due to bad data quality.
Add to that the waste of cash and resources reaching out to the wrong recipients and the resulting damage to your credibility; the possible CAN-SPAM compliance issues; and the time wasted that you could have spent following up with a qualified lead ... and you understand why getting your marketing lists in order is so vital to your success.
How to Handle It?
You (presumably) practice good hygiene daily - now shower your database with the same attention. Give it a good once-over at least twice a year. Like flossing your teeth, picking through your list removes the buildup of pesky debris that would otherwise decay in your database and erode your email efforts.
Start by writing the right message for the right recipient. A one-size-fits-all email just doesn’t cut it in today’s highly segmented B2B environment. Overall, segmented email messages strategically designed enjoy 14 percent better open rates than the list average, notes MailChimp. Messages segmented by customer type, zip code or other fields were up nearly 19 percent over unsegmented email.
Then, double down on your database.
- Check Your Work - You’d be amazed how many bouncebacks and error messages can be eliminated by double-checking the spellings of personal names and email addresses.
- Opt for Opt-In List - It’s where marketing automation is headed, anyway. Opt-in lists are those in which the recipient agrees to receive your emails. You can offer opt-in opportunities via Facebook, Twitter and your website’s lead-generation form.
- Rent or Buy at Your Own Risk - Sure, a zillion email addresses for just pennies sounds like great ROI, but not when the vast majority are not the influencers and decision-makers you seek. Rented lists can be notoriously wide-ranging, and according to HubSpot, most reputable email software companies will insist that you go with opt-in lists.
- Dump the Dupes - If you’ve ever gotten multiple, identical emails, then you’ll appreciate what a head-banging frustration it is to try and communicate with these unprofessional businesses. Duplicate names appear when a CRM system fails to notice identical names listed under separate email addresses or distinguished by something minor, like a middle initial. Sort the list by surnames, and the dupes should present themselves pretty quickly. Pick one and go with it.
- Tie in the Titles - To Dwight Schrute, at least, there was a world of difference between the titles “Assistant Regional Manager” and “Assistant to the Regional Manager.” Sorting your database by titles or positions helps eliminate your data reaching the wrong people in an organization. A simple algorithm will sort your contacts according to the titles that matter most.
