Should B2B Marketers Ignore Personal Email Addresses?
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Transcript of Should B2B Marketers Ignore Personal Email Addresses?
Should B2B Marketers Ignore Personal Email Addresses?- How to Answer in Marketo –
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AboutBeachhead
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AboutBeachhead
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Should you ignore Personal Email Addresses in your Marketo instance?
Back to the Question:
Eloqua Study
Personal email addresses show higher percentages in:
• Leads created• Forms submitted• CTR on emails• Multiple website visits• Multiple email opens
But… Is it True?
The Rule of Thumb Possible Bias in Eloqua Data
• Your prospects give you a personal email address for fear of spam
• These addresses often are accounts only used for spam, so they rarely get checked
• Did they exclude list purchases? – These will be lower
quality, make business emails look worse
• Did they exclude seed lists?– These might include
personal addresses, will make personal addresses look better
When in doubt, check your data
How To Check Your Marketo Database
What you’ll need Qty Names
Smart List 1 “Personal Email Addresses”
“Email Performance”
Report
2 “Email Performance – Personal”
“Email Performance – Business”
“Leads by Lead Source”
Report
2 “Lead Performance – Personal”
“Lead Performance – Business”
How To Check Your Marketo Database
1. Create smart list
2. Create four reports
3. Compare numbers
25 Minutes
Build Your Smart List
Build Your Smart List
Generally don’t include the “.com” as this will ignore co.uk and others
Email Performance – Personal Accounts
Go with a year of data for every report
Email Performance – Personal Accounts
Email Performance – Business Accounts
Lead Performance - Personal
Lead Performance - Business
Compare Numbers in Excel
• Export reports
• Paste Total lines into same tab
Out Client Meta - Analysis
% Emails Clicked % Emails Opened Click-Open %0.00%
2.00%
4.00%
6.00%
8.00%
10.00%
12.00%
1.07%
9.39%
11.39%
0.63%
8.76%
7.17%
Personal Email AddressesBusiness Email Addresses
Measure of Engagement
Porti
on o
f Seg
men
t sho
win
g Be
havi
or
Slightly more engagement among personal email addresses
Don’t Forget!
• Exclude list purchases (they rarely contain personal addresses)
• Exclude seed lists (might show higher engagement)
And…
If you send useful emails content,
none of this matters
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If you have any question
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If you have any question
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