Spring Cleaning For Your Database
May 23, 2017 7:25:52 AM | By Matt Benati
Warmer weather is officially here, and it’s time to throw open the windows and dust off … that database! That’s right. Spring cleaning isn’t just for windows anymore. The season of new beginnings is a great time for “out with the old, in with the new” — data!
If this is one of those onerous tasks you try to sweep under the rug each year, then it’s time to discover the power of reply emails.
The Problem With Bad Data
To put it simply: when you have a database full of bad data, you’re wasting resources marketing to people that are gone, not your ideal customer, or who simply don’t want to hear from you. This can affect the performance of your email marketing, and as your pool of bad data grows, so do your problems.
Zoominfo research has found that as many as 40% of business objectives fail due to inaccurate data. Let that sink in: take a look at your list of business objectives, and cross off nearly half of them. Here’s another eye-opener called the 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.
Those bad records in your database are not only sitting there collecting dust; they’re literally costing you thousands in lost revenue and wasted resources.
And it’s not just bad email addresses and leads no longer with the company. Even “good” data can turn on you if you’re not paying attention to your email marketing stats. Think about the people who technically opted-in to receive communication from you, but they never open any of your messages. They signed up once, presumably for an offer, but they don’t actually want to hear from you and they don’t bother to unsubscribe. Over time, their ISP slaps you with a graymail penalty , ensuring your email doesn’t even get delivered anymore. Worse, all other subscribers on the same server recognize you as graymail and quarantine your messages.
Bad data is a slippery slope, and it’s somewhat unnerving once you start realizing just how much it affects not only your marketing efforts, but your bottom line as well.
Reply Emails Provide The Freshest Data Possible
Here’s the thing: database maintenance does not have to be hard! Especially when you’re getting new and updated data directly from your leads themselves. But we all know that no one has time to manually call and email every lead in their database. We also know through trial and error that other types of database cleansing tools , purchased lists, and signature scraping just don’t cut it.
So how do you get fresh data directly from your leads?
The only thing you need to do is send your email marketing campaigns – business as usual – and simply pay attention to the replies that come back. Yes, the Out Of Office, Left The Company, Change Of Email, Sender Verification, and all the other seemingly-nuisance replies that typically get trashed because no one has time to review them.
Those replies contain invaluable Account Based Intelligence straight from the freshest source possible : the leads and accounts you’re already engaging!
What kind of data can you mine from reply emails?
- Complete name
- Office phone number
- Mobile phone number
- Alternate phone or email
- Company email format
- Replacement contacts
- Referral contacts
- And more
Go Beyond Data To Intelligence
Cleansing your database is only one benefit of mining emails. In addition to contact information, you can also learn about trigger events – important activities within your account – and you can learn about them months ahead of your competition .
Think about it: when a lead leaves the company, when do you find out? Usually when you get a hard bounce that their email has expired. By mining your replies, you would have seen the auto-reply that was in place when the lead first left, alerting senders to the change and making them aware of the replacement contact.
This is an excellent chance for your sales team to do some digging and track the movement of your old and new leads to discover potential new sales opportunities!
Update Your Database, Automatically
The next logical question is, “How do I use this fresh data to update my records and alert my sales team?” If you are manually mining your reply emails, every time you come upon a new contact, updated information or other important piece of intelligence, you would update your database.
Effective? Yes. Efficient? Not so much…
A more efficient solution is using an automated system to mine every reply and supply you with every bit of updated intelligence. That’s why we created LeadGnome: a web-based service that seamlessly runs in the background to automatically mine ABI from your campaign reply emails, turning the task of cleansing your database into a year-round, hassle-free walk in the park.
With LeadGnome, you have options. You can simply download a CSV file and update your database manually.
Or, you can seamlessly automate the process. Because we are passionate proponents of automation technology, we also integrate with major Marketing Automation and CRM systems, including Marketo, Salesforce and HubSpot. By integrating, your database is automatically updated using advanced lead-to-account matching, and you can use your own system’s native programs to create workflows to automatically follow-up on important trigger events and activities.
Summer Is Just Around The Corner – And It’s A Great Time To Grow Your Customer Database!
Now that you’re working from the freshest data possible, it’s time to ramp up your email marketing just in time for summer vacation. You heard that right! Summer, and holidays in general, are smart times to schedule email campaigns because you can bet on getting more than the typical 3% replies. More replies means more mining opportunities, database cleansing and growth.
In fact, by sending just two email campaigns per month (during non-holiday times), LeadGnome customers add up to 36% more contacts to their database, while maintaining and enhancing up to 72% of existing leads.
That’s some powerful spring cleaning!
Want to see first hand how LeadGnome uncovers fresh data from campaign reply emails? Download our free Transformative B2B Demand Generation eBook for email examples and tips for maximizing profit: