Email marketing is scrutinized as an outdated technology whose only purpose is to fill your spam box. Marketers have been using email campaigns for years. With technology constantly changing and evolving, there are countless ways to reach your target audience. So should email still have a place in your strategy?
Marketers are always looking for ways to improve their email campaigns and generate quality leads. But if you’re emailing unengaged leads, known as email zombies, you could actually be hurting your deliverability rates and Sender Score.
An email zombie is defined as a lead that engaged with your organization at some point by opening your marketing emails, but hasn’t for a period of time. Sending messages to an email zombie puts your organization’s IP address at risk of being blacklisted, preventing you from deploying any emails at all.
According to Return Path’s Global Email Deliverability Benchmark Report, only 81% of permission-based emails sent globally make it into email recipients’ inboxes. Additionally, one out of every five emails lands either in a spam or junk folder (7%) or go missing, which usually means these messages are blocked by ISP-level filtering (12%). This means that nearly 20% of emails are undelivered, hurting the deliverability of your email campaigns.
Do you ever feel like your approach to targeting your best possible buyer is like flinging spaghetti on a wall and seeing what sticks? You’re not alone. Despite the massive amount of analytics available to companies today, many marketers are still misfiring and sending the wrong content to the wrong prospects.
Buyer Personas: Know Your Customers, Know Your Prospects
A good way to sharpen your aim is to create buyer personas, which are detailed profiles about your customers. Creating buyer personas helps you determine who to target and with what message. If you don’t truly understand your customers, you risk:
What is Lead Nurturing?
Most leads aren’t sales-ready when you first contact them. Lead nurturing is a process through which you can maintain a relationship with those leads, track them, and develop them into sales-ready leads rather than letting them go cold.
Why Nurture Leads?
73 % of sales leads are not sales-ready when they enter the top of the funnel but 65% of B2B marketers have not established lead nurturing campaigns. This leaves a lot of room for those leads to go cold over time. These leads aren’t ready to purchase just yet. But don’t forget that there’s a huge opportunity to create a relationship with potential future customers. Remember, they became a lead for a reason and saw inherent value in something you offered. Creating and nurturing long lasting relationships with these leads can help establish trust and loyalty for your organization. Additionally, you can ensure that these contacts are clean and up-to-date by engaging with them as part of a B2B nurture campaign.
What is Big Data?
Big Data encompasses all of the structured and unstructured data that can be found, measured, and analyzed. Where is this data coming from? It can be found through transactions, social media, sensor and M2M data, federal, state, local, and public records, and a variety of other sources. Big data includes all of the information people populate manually as well as the information that can be found about people and businesses. The amount of personal and enterprise information available is growing exponentially in an increasingly technologically-driven world. So what’s the big deal about big data? It isn’t just about dealing with more data than before – big data is characterized by velocity, variety, and variability (the 3 V’s). Continue reading
Data decay happens naturally because of how often people change jobs or titles, companies go out of business, and mergers occur. Because of this, many organizations are working with B2B databases that are cluttered with outdated, invalid, or incomplete contacts. Dirty data impacts all areas of an organization, including marketing, lead generation, customer relationships, and finance.
The experts at ZoomInfo put together an infographic outlining data decay’s costly impact. Here are some statistics for you to pay attention to:
- 62% of organizations rely on marketing and prospect data that’s up to 40% inaccurate
- Up to 25% of B2B database contacts contain critical errors
- 40% of business objectives fail due to inaccurate data
- 1-10-100 rule: It costs $1 to verify a record as it’s entered, $10 to scrub and cleanse it later, and $100 if nothing is done
If you are a marketer or a person working in technology sector, you must have come across the phrase “Big Data” numerous times. Around 2011, McKinsey coined the term “Big Data” but the concept would not be new to anyone who has been present in the internet era. While everybody is talking about Big Data, we are also trying to understand what it means for our businesses. For a business in healthcare, it might mean predicting an epidemics even before it might occur; for a business in manufacturing, it might help improve the productivity; for a retail business, it might help in telling us beforehand which product would do well even before they are produced. And so on… Continue reading
An automated and low-cost option, email marketing has become a major arrow in the demand generation quiver. Since the average business spends $150,000 to generate 1000 leads – at a $150 per lead – maximizing campaign value really rests on where your email communications go, namely to the in-boxes of the right people.
Until now, when a contact left a business there was no way to ensure that future email campaigns wouldn’t be sent to them. Undeliverable emails run the risk of ruining your reputation and the effectiveness of your campaigns, because emails aren’t going to where they’re supposed to.
But that was until now.
Today ZoomInfo is pleased to unveil the newest offering in our spectrum of Data Services, ZoomInfo Email Validation, so you never have to worry about your reputation or deliverability again.
What is ZoomInfo Email Validation?
Step One: We will take your email marketing contact database and run a live deliverability test, checking (without emailing) that each email address has an in-box attached to it that can receive emails. We will then report back to you which emails are valid and which are not.
Step Two: For the invalid emails, we will harness the power of the ZoomInfo database of 5 million businesses and 50 million professionals to cleanse your database by the following:
- Updating your existing email contacts where applicable
- Providing new email contacts to replace invalid ones
- Approximating new contacts at the same company and in the same position
- Locating existing contacts who have moved on to new companies, and providing the new information
Step Three: You get a complete, updated and verified contact database to power your demand generation campaigns!
It needs to be noted that ZoomInfo continuously runs the same validation process on every email in our entire database to ensure deliverability. No matter the size of your database, this is the solution you have been waiting for!
Ready to talk to ZoomInfo? Click the link for a Data Consultation today!
At ZoomInfo we have a whole range of solutions that can be applied to your unique situation. Whether you are looking at an entire database of outdated contacts, missing information or just a gaping revenue hole, ZoomInfo has aided many clients in solving their issues and helping them on the track to a healthy return on investment. The following is a series on some of the ways we have helped companies grow.
Part I: Test Before You Invest
As ZoomInfo’s maestra of data Anncy Graziano has told us in the past, the first step in purchasing data is to test what you are about to buy. In a world where no data is perfect (though ZoomInfo is working day and night to change this) it is imperative that you have a sample to test against – not only your data but the data you are buying as well.
Consider the following situation.
A major computer company approached us with a problem. They had a massive prospect database that was missing a significant amount of decision-makers, which rendered it utterly impotent.
How could we help them?
This company was selling to small/medium businesses (SMB) firms that were large enough to require their technology solutions. We pulled a sample list for them from our database that centered on IT decision-makers such as Vice-President Technology, Director of IT and MIS Manager.
We further refined this list to focus on those companies of less than $50 million dollars in revenue and less than 500 employees, the “sweet spot” for this company and where they experienced their highest ROI.
The exported list numbered 10,000 contacts and was free for them to test within their database. They had a 24 hour turnaround on this list and purchased a full list of 35,000 contacts and had the highest returning direct marketing campaign in company history.
This is but one way ZoomInfo’s data solutions can help your business. Visit ZoomInfo’s product page to see our full offerings and what we may be able to do for you!
This is a guest blog from Anna Glushkovsky, Eloqua Database Marketing Manager, discussing her experience with ZoomInfo data services.
Ask for What You Need (and get it delivered!)
Many list buyers become frustrated when data vendors only offer standard packages. Any special requests for out of the ordinary searches or selects can result in a lot of time-sapping miscommunications and swirl.
Not at all the case with ZoomInfo. These folks know everything about their data — how it’s tagged, fielded, verified and everything that’s possible in terms of list building. They are data experts and can deliver requests for data in less than half the time of their competitors — and at a cost per lead that’s a fraction of others’ rates. Best of all, they were willing to meet our unique and advanced requests . . . and that’s precisely what gives ZoomInfo the competitive advantage.
When we buy lists, we are laser focused on data quality. In fact, we measure data quality by the 4 C’s: complete, current, correct and consistent (more about that on our blog, “The High Cost of Bad Data”). ZoomInfo delivers – on both the lists we ask for, and the high data quality we need.
Read more about Eloqua’s success with ZoomInfo data services (PDF).
Thanks for the great post, Anna!