Should B2B Marketers Ignore Personal Email Addresses?

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Should B2B Marketers Ignore Personal Email Addresses? - How to Answer in Marketo –

description

Should you throw away those personal email addresses in your B2B database? We look at a recent study from Eloqua and walk you through reproducing the data in Marketo

Transcript of Should B2B Marketers Ignore Personal Email Addresses?

Page 1: Should B2B Marketers Ignore Personal Email Addresses?

Should B2B Marketers Ignore Personal Email Addresses?- How to Answer in Marketo –

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Should you ignore Personal Email Addresses in your Marketo instance?

Back to the Question:

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Eloqua Study

Personal email addresses show higher percentages in:

• Leads created• Forms submitted• CTR on emails• Multiple website visits• Multiple email opens

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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

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When in doubt, check your data

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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”

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How To Check Your Marketo Database

1. Create smart list

2. Create four reports

3. Compare numbers

25 Minutes

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Build Your Smart List

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Build Your Smart List

Generally don’t include the “.com” as this will ignore co.uk and others

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Email Performance – Personal Accounts

Go with a year of data for every report

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Email Performance – Personal Accounts

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Email Performance – Business Accounts

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Lead Performance - Personal

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Lead Performance - Business

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Compare Numbers in Excel

• Export reports

• Paste Total lines into same tab

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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

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Don’t Forget!

• Exclude list purchases (they rarely contain personal addresses)

• Exclude seed lists (might show higher engagement)

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And…

If you send useful emails content,

none of this matters

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